Brand, media, and commerce as one P&L conversation — not three departments. 13+ years across automotive, e-commerce, fashion & retail; currently running ~₹150Cr in media spend and the D2C stack behind it at CEAT.
Three campaigns told from the operator's seat — the decision, the constraint, and the number — with the actual films embedded, not just described.
Conceptualised and led a national campaign built on a single insight: even a filmmaker chasing the perfect cinematic skid can't get one out of a tyre engineered for grip. Directed by Shashanka Chaturvedi via Ogilvy, shot across dry, rain-soaked and gravel conditions in Baku — and fronted by Zoya Akhtar, who shared the film on her own Instagram, extending reach well beyond paid media.
Led the premium/luxury SUV positioning platform behind CEAT's CrossDrive AT range — a multi-film exploration series spanning marble-city terrain and lunar-landscape shoots, built to reframe a legacy tyre brand for a curiosity-led premium buyer.
Owned the sales and performance stack behind ceat.com — built on Adobe Experience Manager and live in under three months, per Adobe's and DEPT's own customer case studies. Layered a Salesforce Marketing Cloud CDP for personalised "n=1" journeys, and rolled out WhatsApp commerce and lead-gen chatbots with JioHaptik — which independently reported a 542% increase in leads from the conversational program.
Every film below was produced under a campaign or content property I own or led. Click any card to watch.
Automotive, e-commerce, fashion & retail — quantified wins at every stop, from market research to P&L ownership.
Campaign and individual recognition across brand, digital and content work.