Find the pulse, create disruption:　

Born in 1980 in the riot of chaos and colors that is New Delhi, I discovered my calling during a soap opera commercial break. There she was: Lalita ji, the quintessential Indian housewife, in a spotless white sari, haggling over veggies while brainwashing an entire nation that Surf was the smartest choice. I was 14, but I ran to my mom begging for Surf. That’s when I knew: I wanted to craft words that could move people.

After college, I headed to Miami Ad School to learn the craft. Then to New York—the Mecca of advertising, where I cut my teeth on everything from digital wishing wells to radio spots helping lonely hearts find love. NY captured my heart, but my soul stayed in India.

Twelve years later, I came home, bringing with me sei-katsu-sha* thinking: seeing people not as consumers but as complex, living, breathing humans. It’s an insight that works like magic in a country as diverse as India’s, shaping clutter-breaking campaigns that resonate and win hearts (and a few trophies too).

For me, advertising is not just about selling. It’s about forging connections, solving real problems, and finding that hidden pulse that makes a message stick. Now, as Head of Creative at Hakuhodo.Sync, I’m here to craft ideas rooted in raw human truths, shake up the status quo, and put us on the Cannes map. One pulse at a time.

* “Sei-katsu-sha” is a term we use to describe people not simply as consumers, but as fully rounded individuals with their own lifestyles, aspirations and dreams.

Roles and titles current when this article was published in July 2025.