My Work

As the brand futurist, I don't just create brand solutions, I reimagine the DNA, balance the creative art with innovations in technology

and craft a formidable future.

With over two decades of shaping category leaders in media, telecom, durables, and startups, I thrive where creativity meets impact. My strength lies in transforming cultural shifts into actionable strategies that

redefine industries and create lasting influence.

View Initiatives

Rebrands aren’t cosmetic—they’re cultural resets. As your Brand Futurist, I don’t just change logos; I future-proof legacies.
Let’s turn your next evolution into a revolution.

Project: Unifying a Fragmented Legacy into a Singular Vision

Challenge: Rebranding Bharti Touchtel to Airtel wasn’t just a logo swap—it was a cultural shift. With 12,000 employees and millions of customers, the stakes were tectonic: How do you rewire loyalty, align operations, and future-proof a telecom giant’s identity overnight?

My Playbook as Brand Futurist:

360° Brand Surgery: Orchestrated India’s first live V-Sat telecast to unify 12,000 employees under one vision.
Total Experience Alignment: Redesigned every brand touchpoint—from retail fascia to instrument stickers, press releases to staff training—ensuring no pixel or promise fell out of sync.
Operational Metamorphosis: Engineered internal communication and training programs that turned a technical rebrand into an emotional movement (From Touchtel to Airtel—Your Network, Your Future).

Legacy Built:

Cultural Buy-In: Employee adoption within 45 days—a case study in aligning human and brand evolution.
⁠⁠Blueprint for Scale: Set the template for Airtel’s future acquisitions, proving that even giants can pivot without losing soul.

In an age of internet, AI and algorithms, raw human connection is the ultimate differentiator. As your Brand Futurist, I don’t just adapt brands to the present—I reengineer them to own cultural moments that outlive platforms. Let’s turn your channels into catalysts.

Project: Bridging Airwaves and Audiences in the Analog-Digital Crossfire

Challenge: In the mid-2000s, radio was competing with TV’s glamour and the internet’s rise. At Radio Mirchi, the mission was clear: Prove radio’s irreplaceable role by turning it into a live, participatory cultural force.

My Playbook as Brand Futurist:

Wedding the Medium to the Moment: Launched “Mirchi Hain Baarati”—a reality-style campaign where Radio Mirchi hijacked Delhi’s biggest wedding. We transformed one wedding out of the 36,000 nuptials into a citywide spectacle, with jocks hosting live from a “Mirchi Mobile Studio”, celebrity cameos, and real-time listener voting. Radio became the ultimate FOMO driver.
Defying Gravity, Literally: For Mirchi’s 4th anniversary, I engineered a studio suspended 29 feet in the air at Ansal Plaza. RJs broadcasted live mid-air, blending spectacle with intimacy—a stunt that made headlines.
Talent Reality: Partnered with band Agnee for “Generation A-Star”, India’s first radio-led nationwide singing hunt. We turned local voices into national stars, syndicating content across mobile (pre-smartphone era) and live events, proving radio could rival TV talent shows.
Crisis as Catalyst: During COVID, pivoted Mirchi into a lifeline with “Baat Baat Pe Jobs”. Partnered with TimesJobs to connect displaced workers with recruiters, blending public service with brand purpose—humanising radio in a screen-dominated pandemic.

Legacy Built:

Category Ownership: Made Mirchi synonymous with live, unscripted moments—weddings, mid-air stunts, talent hunts—decades before “experiential marketing” became a buzzword.
Audience Obsession: Remarkable surge in listener loyalty post – Mirchi Hain Baarati; Generation A-Star became a blueprint for brand partnerships.
Future-Proof Blueprint: Proved radio’s agility—from analog spectacle (2006) to pandemic pivot (2020)—decades ahead of trends.

Audiences don’t consume media—they crave ecosystems. As your Brand Futurist, I don’t just adapt brands to trends; I enable design of category-defining IPs that own cultural moments.
Let’s turn your medium into a movement.

Project: Cultural Reset for a Dated Medium

Challenge: Radio was fading into irrelevance—stuck between Spotify’s convenience and Instagram’s virality. For Ishq FM, the mandate was clear: Reimagine radio as a multimedia obsession for the today’s generation, be relevant.

Our Playbook at Ishq FM:

Emotion as Antenna: Positioned Ishq FM as India’s only Romantic Music Station—a niche that turned listeners into loyalists craving connection, not just playlists.
Celebrity Alchemy: Team engineered disruptive shows like Calling Karan with Karan Johar and What Women Want with Kareena Kapoor Khan, blending Bollywood star power with raw, unfiltered audience conversations.
Digital Metamorphosis: Transcended radio waves—launched YouTube series, social snippets, and TikTok-style UGC campaigns, making Ishq a 24/7 digital-native brand.
Operational Grit: Managed a complicated structure, young creatives and engineers, crisis-proofing live broadcasts during storms (like Mumbai’s blackout) while maintaining “less ads, more music” integrity.

Legacy Built:

Category Ownership: Made “romantic radio” synonymous with Ishq FM—no competitors, just imitators.
Awards & Influence: Earned features in several forums and award categories, especially digital, and ad industry accolades for blurring lines between radio and digital.

Industries don’t need rebrands—they need revolutions. As your
Brand Futurist, I turn “problem sectors” into global agenda-setters.
Let’s rewrite your narrative, own your category,
and future-proof your legacy.

Project: Cultural, Economic & Policy Renaissance for the Stigmatised Sugar Industry

Challenge: Sugar was India’s paradox—a ₹1.2Lakh Cr+ industry trapped in a toxic narrative of “empty calories” and policy neglect. ISMA needed to break free from outdated perceptions, reclaim cultural pride, and carve a global niche as a bioenergy innovator.

My Playbook as Brand Futurist:

Identity Metamorphosis: Led ISMA’s rebrand—new name, minimalist visual identity and vision: “Enter the future of sugar & bio-energy.”
Cultural Reclaim: Launched “Cheeni Sa Meetha India”—India’s first digital campaign tying sugar to festivals, family bonds, and farmer legacies. Used a string sonic identity and emotional storytelling using digital platforms.
Global Stagecraft: Conceived, executed and established the India Sugar & Bioenergy Conference into one of the world’s largest sector summit in 2 years and broke records in the 3rd Edition in September 2025. Delivered exemplary ROI via tiered sponsorships, premium delegate pricing, and a focused expo spotlighting the industry’s transition.
Policy & Perception Engineering: Through focused media strategy and strong PR skills, secured 500+ features reframing sugar as our economy’s, bioenergy’s, and sustainability backbone.” LinkedIn is another tool that established ISMA as the industry thought leaders.
Knowledge as Currency: Launched Industry First magazine—a world-class, rich and unique content magazine that shares information and spreads knowledge on the future of sugar and bio-energy.

Legacy Built:

Perception Shift: From “unhealthy” to “heritage-meets-innovation”; from dated to ahead of its times.
⁠Global Clout: ISMA and its management being wanted at the world stage.

My Work

Rebrands aren’t cosmetic—they’re cultural resets. As your Brand Futurist, I don’t just change logos; I future-proof legacies. Let’s turn your next evolution into a revolution.

Rebrands aren’t cosmetic—they’re cultural resets. As your Brand Futurist, I don’t just change logos; I future-proof legacies.
Let’s turn your next evolution into a revolution.