About

I write for a living. Have done for fifteen plus years, which is long enough to know that the writing is actually the easy part.

The hard part is the thinking that happens before a single word goes down. The strategy that makes the idea inevitable. The debates in the room that keeps the idea alive and kicking. 

I'm a Creative Director. Which means I do all of that,
and then I write it too.

Mumbai born, which probably explains the appetite for chaos, the love of a good story, and the completely irrational belief that the right line can change the way people feel about a brand. 

Awards have come along. So have the ideas that didn't make it, which is a more useful education than any award ever was.

If you're launching something, fixing something, or trying to make something that people will actually remember, I'm available. Let's talk.