CREATIVE GROUP HEAD · MUMBAI
OPEN TO CREATIVE DIRECTOR ROLES AND CONSULTING
OPEN TO CREATIVE DIRECTOR ROLES AND CONSULTING
Nine years of building brand meaning,not just brand material.
I think about what a brand does in the audience's mind before I think about what it looks like in a deck. That approach has held across mainline, digital, and integrated work.
Working with AI production tools since 2022.
EXPERIENCE
Jul 2024 – Jan 2026Integrated + Brand Experience
CheilX India
Creative Group Head- Led ideation and campaign writing across a high volume of pitches at the integrated arm of Cheil Worldwide
- Made AI-assisted content for live pitches, using Claude, ElevenLabs for voiceovers, and LTX, Nano Banana, Kling and HuggingFace for video
- Four pitch wins: NPCI, Bentley India, Hero MotoCorp, Nongshim Shin Ramyun
- Other pitches: BMW, Amazon Prime, Tata Motors
2022 – 2024Mainline
Rediffusion Brand Solutions
Creative Partner- Wrote TVCs for Glucon-D, and brand and campaign work across print, OOH and digital for Tata Motors, Tata Power, IHCL and more
- Worked at concept and copy level across brand platform and campaign work, in collaboration with NCDs and senior CDs
- Took briefs from strategy through to execution across the account mix
2021 – 2022Integrated
Contract Advertising
Creative Supervisor- Directed integrated campaigns across OOH, print, and digital for HSBC India, L&T Realty, HUL Pureit, Khimji Jewellery
- Led direct mailer campaigns for HSBC Cashback Credit Card
- Owned brand and project-level work for L&T Realty including brochures and campaign material for West Square
2018 – 2021Digital
Fulcro
Senior Copywriter- Organic and paid campaigns for Asus ROG, Bajaj Electricals (B2B and B2C), Morphy Richards, NPCI, Pearson
- Created numerous IPs since the launch of ROG Phones in India. An in-person gaming meet, a multi-episode Instagram narrative built for engagement, serialised social storytelling before it was a format
- Developed thinking across organic and paid media, learning to write for both without flattening either
2017 – 2018Mainline
Thought Bubbles
Copywriter- Print, OOH, and digital for Kris Gethin Gyms, ICICI, and others
Jan 2026 – Aug 2026
Sabbatical
Took up select freelance projects- Shipped yogastithi.com
- Recovering from a knee injury and getting health back on track
WHAT I BUILD WITH
CREATIVE
Campaign ConceptingBrand Platform DevelopmentProduct NarrativeContent StrategyTVC ScriptingOOHCreative LeadershipBrand Voice Systems
AI PRODUCTION
ClaudeChatGPTElevenLabsLTXNano BananaKlingHiggsfieldMidjourneyHuggingFace
EDUCATION
BSc Information Technology (Second Year)Wilson College, Mumbai
Diploma in Industrial Electronics Fr. Agnel Polytechnic, Navi Mumbai