Work · Selected case studies
The work, and what it moved.
Nine deep dives across brand, strategy, media, AI and culture. Each one starts the same way — with a question about what the category assumed and got wrong — and ends with what changed. Read them for the thinking, not the trophies.
Prefer the full picture? See the complete portfolio and brands by industry.
Selected case studies
Rebranding a 40-year-old financial brand
“Keep the trust, change the posture.”
2.3x brand recallMotilal Oswal · StrategyFrom broking to wealth management
“Investors don’t aspire to trade — they aspire to outcomes.”
1.6% → 4.3% shareMotilal Oswal · AIAI-native marketing at institutional scale
“Scale a trusted voice, not just content.”
5 Indian languagesMotilal Oswal · CampaignThe Vijay Kedia viral collaboration
“Investors trust market voices over famous faces.”
2.6M views / 15 daysNetflix · EntertainmentMoney Heist Mumbai activation
“Fandom converts when the story spills into the real world.”
Award-winning activationMotilal Oswal · MediaMalad metro station takeover
“People ignore advertising. They notice environments.”
Multi-award transit propertyVisa · PaymentsTap to pay, just like that
“Behaviour change comes from showing ease, not explaining tech.”
Featured on Ads of the WorldSurf Excel · FMCG#HaarKoHarao
“If dirt is good because it means learning, so is failure.”
‘Daag Achhe Hain’ next chapterSleepycat · D2C#OwnYourComfort
“In uncertain times, permission to rest is a powerful message.”
Pandemic-era brand film