Campaigns, Film & Broadcast
Dubai. Chennai. India. UAE. US. TVCs, social campaigns, broadcast formats, cinema ads, and performance creative — across luxury real estate, FMCG, hospitality & tourism, EdTech, and media.
Dubai Garden Glow — Content Strategy & Production
Three seasons. 100+ episodes. The client returned in 2025 to benchmark everything produced after against the original work.
Campaign · Social · Event · Content Strategy · Dubai
Content built in 2017 became the benchmark in 2025.
THE BRIEF: 2017–2019 Dubai Garden Glow needed a content system across three festival seasons — capturing scale and spectacle and distributing it across social, broadcast, and paid media at volume.
ROLE: Content Strategy | Creative Direction | Script | Production | Post Supervision
THE ARCHITECTURE
▸ OUTPUT — 2017–2019 → 100+ episodes across three seasons → Five purpose-built formats → Social, broadcast, and paid media versions
DAMAC Akoya · Sobha Hartland — Real Estate Films
Two luxury real estate launch films. Different briefs, same standard.
TVC · Real Estate · Luxury · Dubai
DAMAC AKOYA: Launch TVC built to match the ambition of the development — premium, international, broadcast and digital formats.
SOBHA HARTLAND: Hyper-realistic 3D walkthrough. Let the viewer experience the community — space, finish, lifestyle — before visiting. On-screen text system written to guide the viewer through property and lifestyle cues at the exact moment the visual earns it.
ROLE: Creative Direction | Script | Visualisation | Client Management
Hilton x CNBC — Launch & Cinema
A tourism spot launch built across three touchpoints — CNBC partnership, flagship event, and cinema ad.
Event · Cinema · Hospitality · Aerial · Launch
THE SYSTEM: CNBC Partnership → Flagship Event + Aerial Capture → Cinema Theatre Ad
NOTE ON AERIAL: Filmed using an Airbus H130 — both event prop and cinematic capture tool. Location permits, safety coordination, precision scheduling handled end to end.
ROLE: Creative Direction | Production Management | Aerial Coordination
Himalaya MENA — Brand & Campaign Strategy
A positioning decision for the UAE market.
Strategy · Creative Direction · Campaign · MENA · UAE
THE BRIEF: Himalaya needed a positioning decision and campaign strategy for the UAE market. Primary audience: Emirati women, 14–32. Core question: mass market or premium niche?
DOORS: Empowerment narrative. Emirati entrepreneurs + celebrities at milestone moments.
ARABIC POP: Music-driven, youth-first. Festival energy, colour, movement. Brand as part of the soundtrack.
ROLE: Brand Strategy | Audience Research | Campaign Strategy
Sun TV Network — Broadcast Programming
Prime-time programming built on weekly audience data, brand integrations written into the editorial, and formats that held top TRPs.
Broadcast · Programming Strategy · Brand Integration · Tamil Nadu
KRA: Develop, launch, and manage prime-time programming — formats that held audience attention week on week and gave brand partners genuine integration value.
ROLE: Programming Strategy | Show Format Development | Production | Brand Integration | Ratings Analysis
Sun Network
Sun Network
KAMAL HAASAN | Television Show
VJ Nandhini | Channel ID
Vibes Theni | Music Video
A R Rehman Mashup | Music Video
Massu Classu Madrasu | Music Video
Love Today | Television Show
Hot Seat | Television Show
KAMAL MASHUP
THALA MASHUP THEME BLAST
▸ OUTPUT → Multiple prime-time show formats — conceptualised and launched → 100+ episodes produced → Exclusive AR Rahman × Pepsi music property → Coca-Cola × Vibes Theni — cultural integration, Pongal programming → Love Today — interactive talk format with live viewer participation
Brill Media — Performance Creative System
A/B tested performance ads for US-based clients across Meta and Google.
Creative · A/B Testing · US Clients · Meta · Google
THE WORK: Stratos Edge · MaxIT · ShoSum — message and imagery variations, A/B tested, built for Meta and Google. Hook, proof order, and CTA determined by iteration, not assumption.
ROLE: Creative Strategy | Creative Direction | Performance Creative | A/B Testing
Radio Spots — Papa John's · Britannia × DC · Autotrust
Three brands. Three different hooks. All under 30 seconds.
Radio · Script · FMCG · Automotive
THE WORK: Idea-led scripts built for audio-only attention. Each spot uses a different narrative device — logic flip, fan-desire fantasy, misdirection — to land the offer and CTA before the listener has time to switch off.
ROLE: Scriptwriting | Creative Direction
Mixed Reality Campaigns — Britannia · NSE · Mahindra · PayTM · Chili's
Campaign concepts built around Mixed Reality — engagement formats for brands.
Mixed Reality · Campaign Concepts · Brand Activation · Flam
THE APPROACH: Each concept started with the brand's engagement problem. MR was the solution.
NSE: KBC-style financial literacy quiz in Mixed Reality — familiar format, new medium, younger audience
Britannia: MR brand activation — product interaction built into the packaging experience
Mahindra: Immersive product experience concept
AI Workflows
AI-assisted production, and generative video for brand clients.
B2B & Enterprise
Content systems and films for Microsoft, Havells, ADNOC, Skill-Lync, and more. Including the system that sourced the majority of all leads and 1.9M+ views.
Brand Systems
Identity, voice, and brand architecture for clients across India, UAE, and the US.