I’m a Creative Director by designation but will always be Art Director at heart.I’ve spent over a decade in advertising, working with all manner of brands. My journey started with a B.F.A. in Applied Arts from the Sir. J.J. Institute of Applied Art, Mumbai (Specialisation in Lettering and Typography).I have since been part of some of India’s most iconic ad campaigns through Fevicol, ICICI Bank (Chintamani),Gujarat Tourism, M-seal, Mentos, Center Fresh and a horde of other brands that would just increase the word count,and nothing annoys an art person more than an unnecessary use of words.

I’ve worked on miniature set design, calligraphy, typography- you name it- I’ve tried it out-this dabbling has helped me stay on top of the digital tide too, with the creation of digital-only brands like Tarbull and also following a more hybrid model with Apollo 24/7.

Whether it’s creating a brand from scratch or furthering an already established brand in new ways. I love the challenges advertising brings.