From contraception to luxury hospitality, across 15+ categories. I run the copy function at a Publicis Groupe agency: creative strategy, two writers, a 21-person design team and the standard the work is held to. Most people pick brand or performance; I've had to be fluent in both.

India's first Formula E race

Greenko hired multiple agencies for a race the country had never hosted, three of us on digital marketing and comms. Until race week I was my agency's sole presence on it - brand and content strategy, digital media and everything made on the ground.

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The silhouette never changes. The reason does.

A year of seasonal launches, range films and always-on for a brand whose whole promise is that it stays the same.

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Thirty-one-plus campaigns, one voice maintained

A new campaign nearly every month, nearly all of them selling an offer. The offer has to feel worth having; the brand has to stay as premium as the properties it sells.

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In a category that runs on fear, this one didn't have to

A NEET aspirant and a JEE aspirant want different things, and so do their parents. Four audiences, each mapped against funnel stage before a line was written.

One township, two buyers who want opposite things

One group wants less: less chaos, calmer evenings, room for three generations. The other wants progress, and to be seen making it. One line can't speak to both, so the pitch ran two territories.

One thought, worn three ways

Making a credit card sound like a want

Written for the Philippines, in a category with a habit of sounding like paperwork. Playful enough to be read, measured enough to still be a bank - the card had to land as something you'd want, not something you'd qualify for.

End-to-end branding and comms

Names, concepts, the shoots, the menus - steered through my team. The brief was clear; the calendar wasn't kind, and all of it had to be built around one seamless story before the doors opened.

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Constellation

An agent that unifies inputs across disciplines like media, creative, SEO, commerce and analytics, so whatever reaches the client speaks in one voice. Built by me as an entry into a Publicis Groupe India-wide competition.