I work at the crossroads of of traditional media, emerging media, technology, social media and content narrative. I have been responsible for leading and integrating brand creative across owned channels as well as driving innovation in design, typography and brand voice.

I am an art director, who can also sometimes act as a copywriter and strategist. I stay updated with the latest trends, and at the core of all the projects that I work on, is an insightful concept with a systematic creative approach. My work bridges research, strategy and storytelling to create meaningful campaigns for brands.

I think quickly. I make large conceptual leaps in a small amount of time. I'm an early adopter with entrepreneurial spirit. I'm naturally proactive. I am a lateral 360° strategic thinker who loves to create what makes people tick.

My passion is to create super stuff for your eyes - sometimes pretty, sometimes thought-provoking, sometimes sublime, sometimes ridiculous. Be it for a full campaign concept, creating an image, styling products or photography shoots, applying a story to an image, or an image to a story - depicting the voice of a brand visually. Be it for print, corporate identity, digital platforms or experiential, I work with a strong graphic style that creates ‘ah-ha’ moments.

Specialising in photography during my BFA, I've collaborated closely with photographers throughout my career as an art director. From idea development to team sourcing, location scouting, casting, and overseeing editing, I've played a key role in projects. My influence on aesthetic decisions is guided by the intended purpose and target audience for the images.

My food spans flavours and culinary traditions from India, Far East & South Asia, the Middle East and Europe. My menu celebrates the idea of fusion cuisine inspired by my travels and lived experiences around the world. I cook meat but I specialise in vegan and vegetarian on-the-go kinds of unusual, quirky and often unheard street food. I love to borrow recipes from the past and fuse it with modern techniques from around the world. I am multifaceted, I have launched an ultra successful pop-up cafe, designed their signages, put their delights on the social media. I have worked at Eataly and at one of the most luxurious hotel’s fine dining kitchen in London.