Three stories based on a cultural truth of our nation- we work so hard to provide for others and make them happy, but when it comes to do things for ourselves, we feel guilty.

We believe that our real happiness lies in the act of doing things for others, and we should always be last in our own list of 'things to do'.

This campaign was designed to do exactly the opposite. To seed in the thought that the hard working Indian needs to reward himself! Without guilt. 

Mostly, organ donation campaigns feature an outside point of view- it's either a celebrity or normal people talking about the 'feel good' factor of donating, as a human being.

But we thought, who could better endorse and inspire people than those who are actually waiting for donations. 

And here are two stories of individuals who understand the pain of waiting to receive an organ, and believe that no one should undergo the same pain. 

We met them, heard their trails and tribulations, felt the pain and decided not to go the typical advertising way. There was so much honesty and hope that we decided to honour that spirit and portray their story as is.

Stories of compassionate individuals who are brave enough to pledge their organs while they themselves are waiting for someone to pledge to them.

This was a first of its kind as far as the function of an advertising agency is defined. We created this product- UNCANCEL. It was not just about getting a brief and creating communication. It was about creating the product itself.

From the brief, the back-end support required to bring the product to life and of course, executing the entire communication package, this was a journey you would never want to cancel.

An article in a newspaper inspired me to create this piece of work.

This is a story about thousands of sportspersons in our cricket crazy country, who dare to not play cricket.

Instead they toil day and night, sponsor their own training and go through all the hardships, so that they can put up our nation on a global pedestal. These are the guys who are the Olympians.

I felt it was time for us as a nation to reflect for a moment, understand their struggles and motivate them the only way we can. CHEER FOR THEM.

Apart from winning hearts and metals in India, this piece of work was endorsed by big brands like adidas and Mahindra. But the most satisfying moment came when The LA Times covered this piece of work and attributed India's 2012 Olympics tally growing from 3 to 6 to the sound of incessant cheering. 

This is the biggest Pitch win in my career. Not just in terms of the brand, but in terms of the agencies against whom we won.

The challenge was whether to stick to the old positioning or create a new one. And because it was a pitch, conventional wisdom called for the latter. Because i felt full justice was not yet done to 'DESH KA NAMAK'.

It was time to bring a new perspective to such a strong statement. And that's exactly what we did. The whole idea was, 'no matter how much we try and how much we do, we can ever repay 'DESH KA NAMAK'.

Here are two campaigns of contrasting styles.

One, the relaunch of CBZ Extreme. Completely stylish and executed in a huge scale. Such was the success of this ad, that the line 'thinking is such a waste of time' was retained by the brand for the next three consecutive campaigns.

The second is based on a simple behavioural truth about friendship and bikes. It was so surprising that no brand till this point of time had thought of exploring this relationship. We did. 

The challenge was to maintain the legacy of such a big and successful brand, and yet create something that was fresh.

Our launch campaign was based on a simple truth- when money reaches the right place at the right time, it is worth much more than its actual value. 

This campaign to launch Airtel music was inspired by so many real life stories about these artists, that I had heard growing up. And what was exciting was, when I actually met these artists they really had some interesting new anecdotes to share. I didn't have to write the scripts. The stories wrote themselves.

When adapting international creatives was the norm of the day, we in India were given the opportunity, rather challenge, to create work that a brand like NOKIA could actually showcase.

Such was the success of these pieces that not only did we stop doing international adaptations, but our work also got featured in the global brand archives.

GREED is so Mango.

Could we have a fresh take?

Could greed be greater than human relationship?

Could it be done in a playful manner, without hurting sensibilities?

Yes, to all the above.

Here's proof.

For the first time, we were doing a brand communication.

While other healthcare brands choose to talk about the tech side, we decided to show our human side.

This is a real story.

And we tried to keep it as real as possible.

Time and again there are certain issues that tug my heart, and I simply go ahead and create stories around them.

To create awareness. To garner support.

Though I have many of them, these are the the two, that found support from Directors, who believed in these issues, as much as I did.

One of the bravest campaign I have worked on.

While the competition talked to kids and family in a playful manner, we did the zag and decided to speak to adults. In a tone that is not playful but true to the product. A tone of indulgence and pure sensuality.

'Aamsutra' was born. And its success ensured the brand carried this on for years.

Though HCL is one of the most recognised names in the tech world, it seemed to lack the philosophy that amplified the difference it made to people's lives.

The brand has interacted with the consumer in various 'avataars', but still remained cold. And therefore the challenge was to humanise the brand.

i believe promos can be done with an idea rather than being just announcing the promo. It's about how not to do a promo!

The brief was to launch the new models.

But the challenge was to spell out as many features as we could.

And who said product feature communication is boring?

One of the most fun campaigns to work on.

The challenge was to marry life situations to the functionality of our app.

And the number of downloads in just the 1st week of the campaign, proved we did a pretty good job.

One of the pieces I am really proud of.

India were the World Champions and the idea was to portray them as one. And not do a typical ‘we are blind and therefore, helpless’ kind of a campaign.

The result was terrific.

The team sang the anthem after every match.

After every win, this was played in the stadiums.

And the icing on the cake was, when our PM Mr Narendra Modi tweeted about this piece, calling it the ‘anthem for the blind’.

The market was full of juices and fruit flavoured drinks. So, the challenge was to regain our ownership of the ‘Orange’ platform.

Probably, the first ‘sports-tourism campaign’. Developed the entire marketing strategy and created the campaign as an independent creative agency. Launched the campaign in London and the response encouraged us to go to Sydney, Munich, Kuala Lumpur and across all major airports and print publications in India.

to launch the i-select term plan from Canara HSBC Oriental Bank of Commerce, we created these 3 stories for the digital medium.

when the brand has a great creative lineage and the client’s brief is ‘lets win some metals’, it’s a good pressure to have.

when you have to reflect what you feel.

The opportunity was to rebrand the tourism of a State. It felt so nice to do the entire creative strategy and execute the creative campaign.

Most tourism campaigns are about beautiful pictures and here we decided to make our campaign distinctively Odisha and that’s when we came up with ‘aah’ idea. And it worked beautifully with the positioning of our state- ‘India’s Best Kept Secret’.

humbled. proud.

Covid 19 forced lockdowns across the country and Odisha was no different. But lockdown also meant shutting off the source of livelihood for many. So when our state decided to relax the lockdown we were briefed to come up with a campaign that can balance the reality of the danger of the virus with the reasons why the lockdown was relaxed.

Social Stigma was one of the side effects of Covid 19.

Disturbing articles in the newspapers and stories in TV channels forced me to come up with this campaign. And it was really encouraging for the Government Of Odisha to endorse this.