12+ years of experience in brand strategy and copywriting, spearheading campaigns. I work at the intersection of brands, insights and culture, developing evocative brand propositions and ideas. 

Worked extensively at creative agencies, last in Strategic Planning (VP) at Mullen Lowe Lintas, and previously at FCB Interface.  

Over my 7+ years as a strategist, I  led brand strategy for Google (Pixel, Pay and Photos), GoDaddy, OLX (e-classifieds) , Pernod Ricard (The Glenlivet, Blenders Pride, Jacob’s Creek, Absolut), Cargill Foods, Havells (consumer durables and industrial electrical products) as well as Suzuki. 

Big new business wins include Philips Lighting (now Signify), Thums Up (India’s largest selling cola, a Coca-Cola India brand), Cargill Foods, Foodpanda and Pernod Ricard. 

I recently completed an MA in New Media and Digital Culture at the University of Amsterdam. This research-intensive program enabled me to work first hand with open data to uncover socio-cultural insights based around new technologies and social media. My thesis ‘The Imagined Convenience of Alexa’ takes a critical look at the promise of voice technologies like virtual assistants.