Doing pro-bono work for causes I care about is one of my biggest passions. In India, Female Foeticide is a growing and prevalent concern. Despite being banned by the government, approximately 1.1 million unborn baby girls are killed each year.

Our client wanted to bring this atrocity to light. This ad was translated in several regional languages and widely circulated in inner cities and government health clinics.

Agency
Contract, Mumbai

Awards
Cannes Gold, Press
Cannes Finalist, Writing Craft
Cannes Finalist, Press
Clio Gold, Press
One Show, Finalist, Press
One Show, Finalist, Writing Craft
D&AD, In Book
Adfest, Gold, Press
Adfest Gold, Writing Craft
Media Spikes, Gold, Press
Media Spikes, Gold, Writing Craft
Goafest, Gold, Press
Goafest, Gold, Writing Craft
Young Guns, Gold, Press
Young Guns, Silver, Writing Craft

An augmented reality experience that let’s you place statues of racial justice leaders like Congressman John Lewis, Co-founder of Black Lives Matter Alicia Garza and Activist Chelsea Miller on empty pedestals where the likes of Robert E Lee, Stonewall Jackson and Jefferson Davis once stood.

Try it for yourself here

Agency
BBDO, New York

Awards
Cannes Gold, Mobile
Cannes Gold, Brand Experience & Activation
Cannes Bronze, Social & Influencer
Graphite Pencil, Media, D&AD
Wood Pencil, Digital, D&AD
Silver Pencil, Social Media, One Show
Gold Cube, Digital, ADC
Gold Cube, Design, ADC
Silver Cube, AR/VR/MR, ADC
Silver, PR, Caples
Silver, Mobile. Caples
Silver, AR/VR, Epica
Bronze, Not for Profit, Caples
Bronze, Mobile, Epica
Gold, Campaign Power of Purpose
Finalist, Direct, One Show
Finalist, Mobile Craft, One Show
Finalist, Mobile, Cannes
Finalist, Mobile Real Time Response, Cannes
Finalist, Direct, Not for Profit, Cannes
Finalist, Direct, Use of Mobile, Cannes
Finalist, Direct, Use of Social, Cannes
Finalist, PR, Social Engagement, Cannes
Finalist, PR, Cultural Insight, Cannes
Finalist, Art Direction Craft, ADC

Small Businesses always show up for their communities. In the year 2020, that takes on a whole new meaning.

Agency

BBDO, New York

This was the world’s first cocktail dress, made from a Bombay Sapphire cocktail. Designed in partnership with global fashion designer Christian Siriano, we premiered “Cocktail Couture” at New York Fashion week and ultimately sold out online.

Agency
BBDO, New York

Awards
Gold, Experiential, FAB Awards

Every year AT&T reminds people not to use their phones while driving. This is another one of those reminders without explaining why there’s a random lady in the car.

Agency
BBDO, New York

It’s time we questioned big banks, big tech and the entire world of art ownership in a big way. And for OKX and the world of Web3, these old, outdated systems don’t just need an update, they need a rewrite. Which precisely what this campaign is about.

Agency
BBDO New York

PROJECT YELLOW

Art is super important. It creates jobs, lifts up economies and even transforms healthcare. But to the current administration it is seen as a frivolous investment that should be defunded. Which is lame. So, in a bid to shed light on the importance the arts have on society and to generate funding for it, we created a campaign for Amex to show people just how important it is. In the end, we raised more money than anticipated and even inspired Pharrell to write a song for it.

Agency
DigitasLBi, New York

ATSS is India’s premier home and office safety and security solutions provider. Each of the campaigns shared here promote their products from Keyless Entry Systems to Corporate Security and Home Safety Solutions.

The film shared was shot and edited by my art partner and me and was meant to be a scratch to represent the idea. The client loved it so much, that they ended up running it on cable TV instead of shooting one with a professional.

Agency
McCann, Mumbai

Awards

·       Design Grand-Prix, Media Spikes, 2013

·       D&AD In-book, Illustration, 2013

·       Outdoor, Grand Prix, Goafest India, 2013

Yatra.com is a travel-booking site in India. I worked on several campaigns for them, and some of them are featured here.

The films were born of a simple insight- Non-Resident Indians live in the constant fear that their American born children will lose touch with their roots. But with cheap airfares, that’s one less thing to worry about.

The print campaigns that ran during slower travel months were also created with compelling insights. Like you should travel because you’re more exotic in different parts of the world. Or how when you travel you come back richer – in knowledge and stories.

Agency
McCann, Mumbai

Awards

·       Lotus Root, Asia-Pacific Adfest, 2013

·       Film Silver, Asia-Pacific Adfest, 2013

·       Film Bronze, Goafest India, 2013

·       Finalist, Copywriting Craft, Asia-Pacific Media Spikes, 2014

When it comes to TV, pornography seems to be the only ill parents think they need to protect their children against. But the truth is very different.

We decided to position Dish TV as a responsible cable service that wanted to educate parents on how seemingly harmless content can leave deep and sometimes damaging impressions on young minds.

Agency
McCann, Mumbai

Awards

·       Film Craft Silver, Goafest India, 2013

·       Best Animated Film, India Animated Awards, 2013

·       Poster Design Gold (Campaign), Goafest India, 2013

·       Design Craft Gold (Campaign), Goafest India, 2013

·       Art Direction, Silver, Goafest India, 2013

·       Print Finalist, Asia Pacific Media Spikes, 2013

Srujan is an NGO that deals with counselling families and providing care for psychologically and mentally challenged individuals. In India, often times people don’t want to deal with or come to terms with the fact that someone they love can be suffering. And they don’t realize that help is close at hand.

Agency
DDB, Mumbai

Awards

·       Press Silver, Asia-Pacific Media Spikes, 2010

·       Copywriting Craft Silver, Asia-Pacific Media Spikes, 2010

·       Press Gold, Goafest India, 2010

·       Outdoor Gold, Goafest India, 2010

·       Press Finalist, Cannes, 2010

I was part of the team that launched Volkswagen in India. We launched six cars in 15 months. Won Effies for every single launch. And went down in history as the most successful automobile launch in India.  

Agency
DDB, Mumbai

Awards

·       Silver Effie, Consumer Automobiles, 2010 (VW India Launch)

·       Silver Effie, Consumer Automobiles, 2010 (New Beetle)

·       Silver Effie, Consumer Automobiles, 2010 (Innovation)

·       Silver Effie, Consumer Automobiles, 2011 (Vento)

·       Silver Effie, Consumer Automobiles, 2010 (Polo)

WOMEN FOR CHANGE

In India, basic amenities like toilets for girls in schools is considered a luxury not a necessity. As part of its CSR initiative, Stayfree decided to create a movement to change all that. In just under a year, not only did we create enough awareness but we also got the Supreme Court of India to pass a law that made it mandatory for schools across the country to have toilets for girls.

Agency
McCann, Mumbai

Awards

·       Integrated Gold, Goafest India, 2013

·       Silver, Asian Strategy, WARC, 2013

·       Gold, Effie, India, 2013

·       Best Social Advertising Initiative, McCann Worldgroup Internal     Awards, 2013

BEFORE TIME. BEYOND DESTINY.

To re-launch CNBC Awaaz, a business news channel in India, we took well-known Indian adages and turned them on their head. In a country, where money is considered bad and the pursuit of it is evil, we decided to legitimize greed. The channel now stood as the identity of a young, restless, stubborn India that was tugging at the boundaries, eager to succeed, eager to make money and eager to fly.

Agency
McCann, Mumbai

Big Babol is a chewing gum marketed by Perfetti. People love it because it lets you blow the biggest bubbles. The client wanted to expand their market beyond just kids. To do so, we narrowed in on a compelling insight- adults mostly chew gum when they are nervous, frustrated or trying to keep their mind off things. What if we could create a campaign that fed into this basic insight and spoke of blowing up bubbles to put an end to most frustrations?

Agency
McCann, Mumbai

Awards

·       Print Craft Silver, Goafest India, 2013

·       Press Bronze, Goafest India, 2013

THE MUSICAL BILLBOARD

Coke wanted to do something revolutionary to promote the newest season of Coke Studio (an eclectic music program that celebrates diverse forms of music). Since the show went live around the monsoons, we decided to let rain do all the talking.

Showcased here is the demo video we created of the prototype.

Agency
McCann, Mumbai

Videocon is a consumer electronics brand in India that's constantly innovating on its vast range product line. With each of these innovations, came the opportunity to create campaigns that used fun, unique and interesting insights to bring these to life.  

Agency
McCann, Mumbai

Awards

·       Press Bronze, Asia-Pacific Adfest, 2013

·       Press Silver, Goafest India, 2013