Hits from over seven years of #AgencyLife, unfiltered.
“Let’s build a THREE year communications plan so they can decide media budgets for next QUARTER.”
“Zero tolerance for iteration on this client. The idea has to land strategically and commercially in one shot.”
“You have 2 days to finalise the creative brief and share with the team. We present concepts to the client ASAP.”
“Upcoming pitch: Dipstick research, competitive audit, sharp consumer insights, 2 creative directions. Assume high budgets, we cut our ideas later.”
“Build a GTM plan for this niche category. It’s new for you but we need to show category depth. Do your own research, we present brand roadmap by end of week.”
“Sit with our business team in a client handshake meeting this afternoon and flaunt your strategy approach. They just want to know if we can handle the project.”
“Can we ship the creative direction of this festive campaign by tomorrow? The ad needs to go-live in 10 days.”
“How can we sustain post launch momentum? Build growth arc for repeat attention, adjacent cohort expansion, and align with the client’s business targets. Collaborate with creative team on ideas for next presentation.”
Some version of all of this, every single day, across categories, geographies, and stakeholders that had nothing in common except a deadline. Context switching is not a skill I built. It is my default OS. Owning problems while absorbing that volume of ambiguity for years trains a brain that reads new domains fast, holds five stakeholders in mind at once, and knows which trade-off to defend and which to let go.
The tooling shifts, AI is changing what product managers build and how fast they ship. But the underlying muscle of understanding the ‘why’ doesn’t. Reading users before the data confirms it, holding system dependencies together, prioritizing ruthlessly, and defending instincts under pressure. That is PM work I was already doing, spoken in a different vocabulary.
Some version of all of this, every single day, across categories, geographies, and stakeholders that had nothing in common except a deadline. Context switching is not a skill I built. It is my default OS. Owning problems while absorbing that volume of ambiguity for years trains a brain that reads new domains fast, holds five stakeholders in mind at once, and knows which trade-off to defend and which to let go. The tooling shifts, AI is changing what product managers build and how fast they ship. But the underlying muscle of understanding the ‘why’ doesn’t. Reading users before the data confirms it, holding system dependencies together, prioritizing ruthlessly, and defending instincts under pressure. That is PM work I was already doing, spoken in a different vocabulary.
SELECTED RELEASED WORK
Fantasy cricket in India rides a ~200M+ TAM with 50-75M active IPL drafters, yet there is limited positioning whitespace. I.e most brands sound interchangeable and dominant brands lean on celebrity IP. I ran a FGD research with cricket and fantasy players to surface the wedge no brand had claimed, “Settle scores,” and got the client sign-off on this creative direction alongside the brand value prop in one pitch. 90-day TOFU read: ~70% of projected conversions, 116K+ clicks (across channels), CTR well above category benchmark.
Tier 2-3 Gen Z audiences had awareness but low purchase conviction, second-guessing themselves out of the cart. Qualitative research (benchmarked against Nykaa's “Nakhrewali”) surfaced the conviction-gap insight, translated into the “Go For It” creative system that let celebrities carry the anthem without eclipsing the brand. 1B+ views across edits, sharp lift in premium-catalogue association on the app.
Enterprise AI messaging tends to drown in feature-speak and sameness. Reframed CXO comms through art, sport, and adventure metaphors, grounded in F500 decision-influencer research, driving a step-change in direct traffic and full-funnel brand coherence.
0-to-1 launch for India's first courier aggregator. Led 1:1 user research that shaped the “zero-mile” positioning, phased GTM, and use-case messaging that landed early category traction without burning runway.
Influencer-founded cookware brand facing source-attribution risk: audiences remember the creator, not the product. Built a persona-led system that stretched past "pro cook / homemaker" tropes and left the brand a repeatable architecture for future SKUs.
India-market PMF for a US alcobev. Rewrote the TG as sassy first-movers, unlocking a Valentine's “cheat” idea that lifted brand perception and locked in client retainer renewal.
Full brand replatforming from “fitness firestarter” to “smart activewear for pros,” positioning against a category drifting toward lifestyle-wear. Athlete research surfaced a value-gap insight around real effort vs shallow glory, translated into “Sweat It. Get It.” and a phased annual growth arc, launched with Bumrah as the credibility anchor. Carved a defensible positioning territory in a category dominated by global incumbents, giving Performax a distinct wedge to build on.
Every ethnic-wear brand runs the same festive discount playbook. Built a creative wrap (“Taiyar for Tyohaar”) on top of Trends' “get them talking” positioning that drove festive footfall without collapsing the brand into discount-speak.
In-store research surfaced a behavioural insight rooted in enclothed cognition: footwear is a first-glance social signal, and the right pair shifts how the wearer carries themselves. Turned into “can't stop moving,” a creative wedge that reframed a catalogue-heavy brand around confidence and momentum, lifting recall.
APAC fashion e-comm was boxed in by horizontal marketplaces (Shopee, Lazada), leaving Zalora room to claim the fashion-first category leader spot. Extended the positioning into tentpole sale moments as “larger-than-life fashion drops, one tap away,” lifting active users and compressing catalogue discovery into a single recall-friendly message.