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
- Directed AI-assisted content production for live pitch decks: Claude & ChatGPT for writing, ElevenLabs for voiceovers, LTX, Nano Banana, Kling & HuggingFace for videos
- Four pitch wins: NPCI, Bentley India, Hero MotoCorp, Nongshim Shin Ramyun
- Other accounts: BMW, Amazon Prime, Tata Motors
2021 – 2024Mainline
Rediffusion Brand Solutions
Creative Partner- Wrote TVCs, OOH, and print for Tata Power, Tata Motors, IHCL, and Glucon-D
- 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
2020 – 2021Integrated
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 – 2020Digital
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 – June 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