This is me.

I could always write well, thanks to great teachers and three extremely over-used library cards.

But I’m sure you know that good writing does not always translate to good copywriting. I learned a little bit of that at the creative communication course in MICA, Ahmedabad. The rest of my copy skills I developed the old-fashioned way - by surviving 97 rounds of rejected headlines, campaigns being bombed at 3 am, and proof-checking back-of-packs.

I was privileged to work with some great agencies in India and Dubai. Through them, I learned that good advertising is essentially good storytelling, powerful ideas are a result of powerful insights, and that if you don’t actually like the product, it always shows in the work.