I started as a copywriter and never really stopped. Ten years in, the titles changed but the obsession didn’t.

Most recently as Associate Director at Shaadi.com, I worked directly with the founder and VP,
owning creative across brand, performance, and social. Built original IPs, created systems that made good work repeatable, and measured everything against real business outcomes. An old-school brand became a genuinely cool, culturally relevant one. 100M views a month and a 9.4% engagement rate were the proof.

Before that, at Virtue Worldwide I led campaigns for Johnnie Walker alongside Priyanka Chopra Jonas and opened up some necessary conversations for Black & White Soda. At Schbang, I led a team of 21 across Mumbai and Delhi for 20 brands including Prime Video, Fevicol, and Reliance Jio. The work won Kyoorius Elephant and Baby Elephant awards. In 2023, Impact Magazine named me one of their 30 Under 30 in Indian advertising.

In 2018 I left it all, joined an artist collective called Foundonallfours, toured 20 cities performing
spoken word, poetry, and theater, and co-founded Kahani Ki Dukaan, today a registered NGO
bringing creative culture to children in rural India.