Turning a global title into a Mumbai street moment.

Global fandom for a title like this is enormous but diffuse. The real job isn’t awareness — everyone already knows the show. It’s local relevance: giving people a reason to physically show up and, more importantly, to share.

You don’t market a beloved show by describing it — the audience knows it better than you do. You extend its world into their city, so being a fan becomes something you can do in public, not just watch at home.

I led an on-ground Money Heist activation in Mumbai and the integrated social campaigns around it, plus work on Never Have I Ever (Season 2) and Ray, during my time at The Glitch (WPP) — culture-first, made to be filmed and shared rather than merely seen.

Award-winning, highly shareable integrated campaigns for a marquee entertainment brand — the kind of work that turns passive viewers into people who bring the brand to their own feeds.