Mini Projects

Rummy Circle wants to expand and consolidate in the South Indian market - but faces competition from gaming brands that offer multiplayer options. A quick strategy that capitilizes on key cultural observation

Xiaomi, known for its value for money RedMi range is struggling to move business for its premium range of smartphones - Mi series. Here is my take on how they can do so.

Conducting research through projective techniques on a problem for the Adidas &
creating concepts to address the problem in a creative and distinct way.

The brief was to write a creative for the launch of Lakme's venture into Men's Makeup. With changing notions of what it means to be a man, conventional codes of masculinity (like ruggedness) giving way for a new metrosexual male that is not afraid to care about his appearances -  this is just the right time in culture to launch such a range.

Wild-stone is a brand that has build its equity on claims of enhancing sex appeal through its seductive smells. However, the communication of a man attracting women in the modern age of non binary sexual identities seemed old. There was an opportunity to show the power of Wild-stone is so great, it can make anyone seductive.

A Brand extension of Sony into a new and emerging category post pandemic. From coming up with the brand name to positioning it in an opportune space in the category - the ad concepts bring together the strategy as a whole. Circa 2021 (Peak Pandemic)

Click on the image for the full Strategy on a page behind the ad-cept

Repositioning American Tourister as a brand that embodies the independent and irreverent attitude of the young and new traveler, that is unafraid to explore the world on its own along with his vibe. Conceptualized at the time, solo traveling was on the rise and wanderlust wasn't cringe. Circa 2019

Single Minded Proposition - Show that Bajaj Mutual Funds is the best in the market, riddled by consumers who are sleep-walking past the product class as a whole. Even when they do make the choice, they don't engage in the choice consciously. The Communication brought to life by the insight - while there for most things you can rely on your mom, for some things fathers are indispensible.