Driving the premiumisation story for a legacy brand and building the media strategy for it. 13+ years across automotive, e-commerce, fashion & retail; currently running ~₹150Cr in media spend, and building visibility through sports marketing partnerships
Three campaigns told from the operator's seat — the decision, the constraint, and the number — with the actual films embedded, not just described.
Conceptualised and led a national campaign built on a single insight: even a filmmaker chasing the perfect cinematic skid can't get one out of a tyre engineered for grip. Directed by Shashanka Chaturvedi via Ogilvy, shot across dry, rain-soaked and gravel conditions in Baku — and fronted by Zoya Akhtar, who shared the film on her own Instagram, extending reach well beyond paid media.
Led the premium/luxury SUV positioning platform behind CEAT's CrossDrive AT range — a multi-film exploration series spanning marble-city terrain and lunar-landscape shoots, built to reframe a legacy tyre brand for a curiosity-led premium buyer.
"Beyond That Horizon" is a major global brand campaign by CEAT Tyres celebrating the company's long-standing heritage, engineering resilience, and a century of mobility. It emphasizes the spirit of exploration, driver confidence, and conquering challenging terrains
Every film below was produced under a campaign or content property I own or led. Click any card to watch.
Automotive, e-commerce, fashion & retail — quantified wins at every stop, from market research to P&L ownership.
Campaign and individual recognition across brand, digital and content work.