Advertising

From the days of hand-drawn scamps for client presentations & portfolios in the UK, to writing for humungous billboards and print ads in India, to creating TVCs and Video Content in multiple languages, as well as Performance Marketing campaigns in Singapore, SEA, and India, Advertising & Marketing has been a great ride.

In the 20 years of my career, I’ve had the privilege of working under, and alongside, some of the brightest minds in the industry. On some of the most-loved brands in the world, across categories and markets. From working in large network agencies to boutique indie ones, and even in a fashion eCommerce company, I’ve been fortunate to have created, and helped create, some impactful, memorable work that has delivered results.

I believe simple ideas that excite us can be further elevated with sharp craft. Be it leveraging the reach of social or building content-focussed digital assets, strong ideas based on human insights and honest writing will always connect with people.

I love to work with brands and people who have social, ecological, and ethical responsibilities as top priorities. At a time when the world is experiencing, in no small scale, the effects of climate change, and with people around the world (slowly) waking up to conscious consumption and to the fact that the future of the planet hinges on what we do now, communication plays a key role in creating positive and fruitful change.

When I’m not trying to get people to fall in love with brands, or saving the world, I’m probably looking up at the night sky stargazing, or photographing it. An avid, self-taught Astrophotographer, I’m passionate about Astronomy and have been featured by the European Space Agency, BBC, Space.com, EarthSky.org, The Straits Times, CNA, etc.

On ET Brand Equity

Asian Paints Tamil TVC

TV, Digital, Cinema, OOH

Although I did not write the scripts for this campaign, I was roped in as a consultant for Ogilvy India to oversee pre, production, and post for this Tamil campaign for Asian Paints with four films. Here’s the main film. The other three await release.

JSW Cement Karnataka TVC

“Swalpa Adjust Maadkoli” – Digital, TV, Radio, Cinema, OOH

After their first-ever regional campaign in Kerala was a runaway success, JSW Cement came back to us for a campaign targetting the Karnataka market. The task was to communicate that JSW CompCem offers both initial and final strength, so you don’t have to compromise on either.

The idea for the campaign stemmed from the endearing Kannada phrase, “Swalpa Adjust Maadkoli”, which is used in everyday life by Kannadigas. Rooted in the culture of the state, this slice of life film also features folk-inspired music, composed and sung by the popular Kannada musician, Vasu Dixit (of Swarathma fame). The song is catchy and you might find yourself humming it later, even if you’re not a Kannadiga.

#TheNoAdjustmentCement

Akshaya.io – Metaverse & Phygital NFTs (when they were still a thing)

Social Media Campaign for World Tennis League NFTs

Akshaya.io is a multiverse platform for Phygital NFTs in Sports, Fashion, Arts, and Tourism, supporting Crypto and Fiat payments. The task was to build intrigue, draw attention to the dual benefit of Phygital NFTs of Tennis Memorabilia, and promote them using an Integrated Social Media Campaign across Instagram, Facebook, Twitter, and LinkedIn. We started off with a few teasers to draw in the Tennis fan and then launched the official Phygital NFTs of WTL 2022.

Zilingo – #YourStyleYourWay

3 TVCs for Thailand

Featuring Mai Davika, the super popular Thai actor and model. The idea was to convey that everyone has their own unique expression of fashion and they can find what they desire on Zilingo.

We made this series of 3 films for the Thailand market. Oversaw all aspects of creating the films – Script, Selling, Shoot, and Post Production.

Zilingo – #ShopYourWay

Ramadan TVC for Indonesia

Featuring two leading Indonesian celebrity actors, Chelsea Islan and Pevita Pearce, the Ramadan TVC celebrates the joy of togetherness and gifting during the holy month. Oversaw the Shoot and Post Production for this one.

Of course, being an astrophotographer, one of the first things I did during the production is add a Crescent Moon to the opening shot. How can there be a Ramadan film without one, eh?

Zilingo – #ShopYourWay

Behind The Scenes

Zilingo – Partner Success Stories

Webisodes – YouTube Content

This web series featured Zilingo’s B2B partners across geos – Thailand, Indonesia, India – who had found success through their partnership with Zilingo and the Zilingo Asia Mall B2B platform. Featuring these partners not only showcased the successful collaboration of Zilingo with various partners across the supply chain, but also acted as an inspiring set of stories for current and future partners.

Cadbury Dairy Milk

Election Campaign – New Packs Launch

Objective
The whole range of Cadbury Dairy Milk chocolates, the largest selling chocolate brand in India, was revamped. This meant the new packs of all the 4 variants had to be launched into the market.

Idea
This launch coincided with the Indian General Elections. The Elections was on top of everyone’s mind. This was perfect for us. We could do our own Elections. Our Advertising Campaign was an Election Campaign. And the 4 Cadbury Dairy Milk variants were the candidates fighting the poll and wooing the customers. Nationwide press, outdoor, social and a couple of short films were used by the candidates to woo voters. People could vote online using #MyFavDairyMilk, via SMS or call in with their choice.

Result
The campaign was so successful, all 4 candidates won! The new packs flew off the shelves faster than the already popular older ones.

Election Campaign – Activation: Voting Week

Consumers ‘Voted’ at Cadbury booths for their favourite Cadbury Dairy Milk at select malls nationwide – in Delhi, Mumbai, Chennai, Kolkata, Bangalore, Pune and Chandigarh. Apps on touch screen tablets were the ‘Voting Machines’ that played the role of the Electronic Voting Machines used in regular elections. The young and the old were excited to exercise their right to the Cadbury Vote. A brand that has been close to their hearts for years. They proudly showed off their chocolate-coloured ‘Voting Mark’.

Social media further spread the word and online reminder banners encouraged more consumers to vote via social and mobile.

Castrol – Why do I ride?

Why do I ride? – Digital Campaign for Castrol Power Biking App

Social content that not only showcases the features of the apps, but also shows bikers using it in real life situations. The film was shot in the Himalayas, in India, in the peak of winter with real bikers riding on mountain roads and terrain. (I didn’t miss the opportunity to ride an Enfield on the Himalayas either!) The film features Bollywood star, John Abraham, who’s a biker in real life too.

Take the BMW route

BMW – Google Maps idea

BMW proposes ridiculously long routes to drivers, because they’ll want to be having fun driving their Beamers, and not arrive at the destination before they’ve had their dose of driving pleasure for the day.

DBS Treasures Private Client

Exclusive Privileges – Social & Mobile Retargeting Campaign

Oral-B Films for Indian market

Oral-B Toothpaste – Maharashtra

Oral-B CrossAction TVC – Pan India

Oral-B Wake up Singapore

Integrated Campaign

This successful integrated campaign, with print, social and on-ground working effectively in tandem, has had tremendous feedback on social that got the Oral-B client smiling wide. This campaign has had the support of the Health Promotion Board of Singapore and a large number of dentists practicing in Singapore. 

Danfoss Turbocor: Hero, Hub, Hygiene Content Strategy for B2B

YouTube Content – Launch & Product Stories

Danfoss is the leading manufacturer of oil-free compressors and is the pioneer of the Danfoss Turbocor^® compressor – the world’s first oil-free magnetic bearing compressor for the HVAC industry.

Danfoss India was launching Turbocor in India with a bang and we made a bunch of films for YouTube. Here are the first few that have been released. The first one to grab the attention of those who are looking to optimise their building’s energy consumption through their HVAC systems. A fun BTS one for social as well. Watch this space for the rest.

The following are some examples of the work done for Danfoss. There is a lot more on the Danfoss India YouTube channel and website.

Smart thinking is looking within and outside

With Turbocor, you’ll be missing a lot.

Behind The Scenes

Hygiene Content

The Economist

Niche Subscription Campaign

The Economist wanted to target a niche group – successful individuals such as CEOs & CFOs of companies who are aware of the brand, but aren’t regular subscribers, telling them they can be even more successful if they read The Economist regularly.

Kobelco India: YouTube & Facebook Content Strategy for B2B

Extensive work for Kobelco India including several new product (excavators) launches as well as other product and services communication. The following are some examples of the work done for Kobelco. There is a lot more on the Kobelco India YouTube channel and Facebook page.

Apollo Tyres Foundation

Video Content showcasing case studies that demostrate the difference that the Navya initiative by Apollo Tyres Foundation has made to the lives of rural women in various parts of India.

Cadbury Dairy Milk Silk

Valentine’s Day – Pack, Activation & Social

We designed a limited edition Valentine’s Day Pack for Cadbury Dairy Milk Silk. Love was already in the air. And we thought Pink and Red were too old school. It was time for Purple to take over Valentine’s. It was time for #PurpleLove

This Social launch film for the Valentine’s Day Pack was followed my more Social engagement and also drove traffic to on-ground. See the next posts for the Social posts and activation. 

The photos and videos from the activation in malls generated further social content that was shared again by both the brand and the crowd. Romantics were out in droves and picked up the limited edition Cadbury Dairy Milk Silk Valentine’s Day packs for their loved ones. Here’s the on-ground activation video, followed by the social posts and pack reveal.

Cadbury Dairy Milk

TVC – Tamil Lyrics

I believe any brief can satiate the client’s hunger for ROI or your thirst for metal. Ok, most briefs. Lack of budget or product differentiation notwithstanding, I try to have fun as much as possible with the brief. For example, you can look at Your Address of the Future – DM or How to win the business pitch – DM below.

William Penn

Pens on EMI

William Penn was introducing an EMI scheme for purchasing their Fine Writing Instruments. Just a few days earlier, the renowned author, Salman Rushdie, was to take part in the Jaipur Literary Festival in India. But thanks to continued and fresh threats from various groups, he had to cancel his India trip and sit in the safety of his London residence. The various repercussions of his book, The Satanic Verses, written years ago, are still haunting him. A humorous analogy practically wrote it self: Write now, pay later.

The DM that cost almost nothing.

Your Address of the Future – Brigade Exotica

How to win that business pitch.

DM for The Spa – Accord Metropolitan

Problem

Business travellers staying at Accord Metropolitan were using The Spa only occasionally. We needed to get people to visit The Spa more often.

Insight

People travelling on business are often tired and stressed due to work pressure and travel fatigue. This can affect their performance in business meetings and pitch presentations.

Solution

Tell business travellers that the treatments and facilities offered at The Spa will ensure they are refreshed, well groomed and ready to take on anything the business day has to throw at them. The idea was to catch their attention by sending them “a book of secrets” that will tell them how they can ensure they win at business pitches and meetings. Of course, “the book” is actually a DM that looks like a typical self-help book that people buy to “improve” themselves. The DM will reveal all the treatments and facilities offered at The Spa at Accord Metropolitan.

Chez Nous at Novotel

A café & a bar

Chez Nous is the bar at Novotel Bangalore. But due to local restrictions in alcohol serving hours, it doubles up as a cafe late into the night. So we had to dial up the cafe offerings while also promoting the bar.

Papa John’s Pizza

Radio Spot

Nirvana Films

Pure Production Bliss

Print & OOH Campaign for Nirvana Films, one of the leading Production Houses in India. This campaign was published in the CannesLions Newsletter and at the Cannes Lions Festival in 2011.

The Times Of India

Epic Recruitment Campaign

In the cluttered space of recruitment ads, we wanted to do something fresh, yet impactful. We gave the positions Times of India was recruiting for a character analogy from Indian epics, The Ramayana and The Mahabharata. Something the Indian audience would relate to and remember. We decided to fuse Japanese Manga style illustration with the traditional Indian characters.

SONY WEGA TV

My first TV Commerical

The 2003 Cricket World Cup fever was on. All other TV brands were giving away free tickets to South Africa. Sony wanted to do something different, as always. 

Big Bazaar

Films for the Indian retail giant

Big Bazaar wanted to create a bunch of films in various local languages state-wise to promote their Price Challenge promotion. Here are 3 of the Tamil films we did, featuring popular Tamil actor, Nasser.

BSA Bicycles

Ride.

Congrats, you’ve made it to the bottom.

Thank you for taking the time to look through my advertising work. Such a valiant effort deserves something far more interesting – my photos of the celestial gems in our night sky – in the next page: ASTROPHOTOGRAPHY