I make things look like they mean something.

Over 25 years, I've worked on brands that most people in India grew up with like Honda, Sprite, Nikon, IndiGo, Pernod Ricard, at agencies including Ogilvy & Mather, DDB, and Wieden+Kennedy. The briefs were different every time. The instinct was the same: find the one true thing, then make it impossible to ignore.

Since 2023, I've been part of Innocean India, the full-service global agency behind Hyundai's communications in India. Here, I work across the full width of the craft: advertising campaigns, publication design, brand identity, and experiential work that moves between physical spaces and digital surfaces. I also lead Innocean's AI-powered studio, an integrated production unit that applies generative and automated tools to both film and print, collapsing the distance between idea and execution.

Recent work includes the Hyundai IPO Coffee Table Book, the Hyundai Calendar series 2024–25, and a range of campaigns, experiential design, and AI-driven content for Hyundai Motors India.

Outside agency work, I take on independent projects where the standard is high and the brief is worth the effort, brand identities, visual strategy, and design for clients who want the work to be worth looking at.

I studied at the Delhi College of Art. I shoot on film when I can get away with it.