Longitude 77 Luxury Whisky Launch
What luxury trends are shaping contemporary India today?
This question became the starting point for Longitude 77, a new Indian single malt whisky entering a rapidly evolving premium spirits market. My work focused on understanding the modern Indian luxury consumer, identifying the cultural spaces the brand could authentically own, and helping shape a narrative rooted in a more contemporary expression of India.
Hilton India 2026 Brand Platform
In a hospitality landscape shaped by brands like Taj Hotels and The Leela, the strategy focused on understanding how Hilton Hotels & Resorts could build stronger relevance in India's hospitality landscape
By strategically decoding friction points across the travel and booking journey, and grounding decisions in consumer and category data, I identified the ambitious, constantly-moving business traveller as a key audience for the brand’s India strategy.
HDFC Life Insurance Segmentation & Growth
For HDFC Life, I learnt how to group audiences based on their financial behaviour and needs, and then build communication that would appeal to each segment differently. I worked on figuring out which messaging and channels were performing better, helping improve campaign results and ROAS.
KFC
For KFC, I helped build the social media strategy and define a tone of voice that would connect with Gen Z. I worked on figuring out how the brand should show up online, what kind of content would feel relevant, and how to create more engagement and buzz on social media
Sanofi deck
Constipation is a serious health issue - but in India, it is rarely treated like one. For Dulcoflex, I worked on identifying the attitudes, behaviours, and treatment gaps that cause people to ignore or normalize constipation instead of addressing it early. The campaign focused on shifting the conversation from dismissal to recognition, encouraging consumers to see constipation as a real health concern worthy of timely treatment.
Adidas
Despite India’s deep passion for cricket, jersey culture has never truly existed beyond the stadium. For Adidas’ T20 jersey launch, the challenge was understanding how a jersey could become more than match-day merchandise and instead feel like something fans genuinely wanted to wear as part of culture and identity. I worked on shaping the core communication narrative, audience lens, and strategic direction for the campaign, helping define the brand space the launch could authentically own.
The Glenlivet
For The Glenlivet, I worked on building a narrative around “Originals” by giving the idea a more modern meaning. Instead of treating originality as heritage alone, I positioned it around turning points - the moments, decisions, and experiences that shape who you become
Built the 2025 Uber Moto IPL campaign featuring Travis Head as the “Hyderabaddie.” I worked on understanding cricket fan culture, Gen Z humour, and regional internet trends to help shape a campaign that felt relevant, social-first, and naturally connected to how young India experiences IPL.
