Award-winning

TOO YUMM!

TO CHEER

Too Yumm!, a fan-favourite snack brand with a modest budget, cracked the IPL’s strict no-snack, no-ambush rules by creating the world’s first edible cheer signs — poster-sized chips with match slogans printed in edible ink, subtly revealing the brand as fans ate around them.

The clever hack sparked buzz, and a follow-up website fulfilled 500+ custom orders in just three days, sneaking the brand into stadiums nationwide.

Offcial Cannes entry for 2025!

Worked closely with the R&D team through multiple iterations until we successfully developed poster-sized chips printed with match slogans in edible ink. Wrote every message myself, ensured quality control, and helped fans sneak our branding past stadium restrictions. Also led the campaign's social media rollout, supervised pre/post production, and created the final case study and campaign deck. A proud, hands-on hustle from idea to execution.

SENIOR CREATIVE ROLE

Cracked a never-been-done-before idea for Too Yumm! during the IPL: edible cheer signs that fans could bring into stadiums, eat mid-match, and unknowingly reveal our brand in the process. Took the idea from sketch to reality — personally collaborated with outreach teams, client stakeholders, and Too Yumm!’s factory to explore feasibility.

OTHER SIGNIFICANT WORK ON TOO YUMM!

TOO YUMM X PUSHPA

TOO YUMM X BIGG BOSS

TOO YUMM ICY SPICY

TOO YUMM KBOMB

MILAN

STAMBH

At one of the world’s largest spiritual gatherings, where millions converge for faith and ritual, the risk of losing contact with loved ones is all too common. The challenge was not just to be seen, but to make a meaningful difference.

That’s where Divine Intersections came to life—a campaign designed to reunite families through landmark design, cultural insight, and tech-enabled compassion.

Offcial Kyoorius & Abby's entry for 2025!

From a design perspective, I led the visual development and environmental branding, ensuring the installations felt not only functional but deeply rooted in the cultural and emotional fabric of the event. Every creative detail—from the iconography and color palette to the tone of communication—was crafted to inspire trust, recognition, and warmth.

Beyond the installations, I shaped the 360° creative rollout, including on-ground engagement, social amplification, film documentation, and press storytelling. At the heart of it all was a single powerful insight: in a sea of millions, nothing matters more than finding your own.

The result was a campaign that didn’t just generate impressions—it created real-world impact. Families were reunited. Faith was amplified with action. And Asian Paints became a symbol of both color and compassion.

SENIOR CREATIVE ROLE

I led the ideation and creative strategy behind this initiative for Asian Paints, collaborating closely with cross-functional teams to reimagine how a brand could show up at an event like Maha Kumbh—not as an advertiser, but as a helping hand.

The core idea was to transform the brand’s most iconic asset—its Neo Bharat Latex Paint can—into a 30-foot-tall spiritual beacon. We installed these towering structures at critical junctions in the Kumbh Mela, featuring deity-inspired visuals (Shivji and Hanumanji) to help pilgrims easily identify them in the chaotic sprawl of the event. Each structure was fitted with high-visibility LED displays that showed real-time updates and photographs of missing persons, in partnership with local authorities and Khoya Paya centers.

OTHER SIGNIFICANT WORK ON ASIAN PAINTS

WHERE THE HEART IS

ASIAN PAINTS X ST+ART

AP - ROYALE PLAY

ASIAN PAINTS NILAYA

AP - HOMEWORK

AP - DONATE A WALL

AP - NETRAHEEN

AP WALL STICKERS

ASIAN PAINTS DID THE MOST REMARKABLE THING AT MAHA KUMBH

ASIAN PAINTS TURNED THEIR ICONIC CANS INTO APILLAR OF HOPE AT MAHA KUMBH!

BRAVE NEW

ART

Brave New Art is Lenovo’s flagship creative platform that explores how AI can unlock new forms of artistic expression. As part of the core creative team, I helped shape the campaign into a storytelling-first experience—where technology doesn’t replace creativity, it amplifies it. Each season brings bold, unexpected collaborations that challenge what’s possible when artists and machines create together. It’s not just about showcasing features—it’s about redefining the future of creativity.

Offcial Kyoorius & Abby's entry for 2025!

A highlight of the season was the AI-generated short film within the episode—something I conceptualized and helped bring to life, ensuring it stayed true to the author's voice while showcasing the creative potential of Lenovo’s AI-powered tools.

In post-production, I worked closely with editors, VFX artists, and sound designers to ensure that the film’s pacing, tone, and visual language aligned with the larger creative platform. The result was a seamless blend of human storytelling and machine-powered artistry—true to the spirit of BNA.

Now as we dive into Season 4, I continue to shape this evolving series—pushing the envelope on how brands can celebrate creativity in the age of AI.

SENIOR CREATIVE ROLE

Having been part of the BNA journey since Season 2, I had the opportunity to lead the creative vision for Season 3 end-to-end—from the earliest sparks of storyboarding to the final frames in post.

This season focused on acclaimed author Anuja Chauhan, and her evolving relationship with AI as a creative partner. I was responsible for shaping the narrative arc, guiding how the story unfolded both emotionally and visually. From scripting and storyboarding to directing the shoot, every decision was crafted to preserve the human core while introducing AI as a creative amplifier—not a replacement.

OTHER SIGNIFICANT WORK ON LENOVO

BNA SEASON TWO

LENOVO AURA

LENOVO ADP

LENOVO INDIA

AI FILM FROM THE EPISODE

15 MILLION VIEWS

2.3 MILLION VIEWS