I write the part of a brand you hear before you notice it: the voice.
Thirteen years in, I’ve written for phones, honey, scooters, sunscreen, air conditioners, telecom networks and more than one cause that deserved better than a hashtag. The categories keep changing. The job doesn’t: find what a brand sounds like when it stops trying so hard, then make it say that, everywhere, on purpose.
I like lines that click and stick. Writing that the young don’t scroll past and the old don’t roll their eyes at. And briefs that ask me to question how things have always been done, because that’s usually where the work gets good.
Where I’ve been
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2024 – now
Creative Consultant
Brand narratives, tone and messaging for D2C, lifestyle and purpose-driven brands, plus a fair amount of editing, long and short.
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2023 – 24
Organic Harvest, The Good Glamm Group · Assistant Copy Manager
Launched India’s first certified organic makeup range and relaunched the skincare line: campaigns, scripts, and time on set for the shoots.
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2022 – 23
St.Botanica, The Good Glamm Group · Senior Copywriter
Product stories, emailers, launches, and a tone that held together across web and social.
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2020 – 22
Eleve Media · Lead Ideator
Concepts, scripts and storyboards for digital and influencer campaigns, balancing the strategy with the feeling.
A few things on the shelf
- MakeMyTrip #MyIndia Gold, ET Influencer Awards · Gold, Smarties India (MMA Global) · Silver at Buzzin, ScreenXX and ETSpott
- Star #BreakTheLoop Gold and Bronze, e4m Impact Digital Influencer Awards
- Goibibo #ChooseToChallenge Bronze, ET Influencer Awards