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Because the work never seems to end, we created Nutrition@Work. Loaded with Apple fibre and nourishing Cereal extracts, Horlicks Nutribic Biscuits were positioned as a healthy snack for the workaholics - a little thing to help them do what they love the most.

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Most Indian families have a Life Insurance cover that is insufficient, and at best ‘behind the times’ when it comes to actually covering their needs and dreams, in case of a tragedy. Portraits from the Past - a stark series of Vintage Family Portraits was re-created to address this shocking Protection Gap of over 8.4 trillion dollars. The audience was encouraged through multiple initiatives to use a ‘Free Catch-up’ calculator and pledge to choose a plan that actually protects their loved ones. 

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I had a strong film idea for a Child-lock feature but the client had zero budget. These are the times when you realise the value of a brilliant art director. All I was required to do was, admire the sparkling final lay-outs.

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A lot of my goodish ideas were chiseled and the not-so-good ones binned by my reticent art half and an equal part mentor - Anirudh Verma. In some alter life he was surely born as a hermit in Japan, a true home to his design sensibility, but as of today he heads design at JWT Delhi. This was one of those campaigns that began our long collaboration.

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Pizza Hut wanted to introduce a range of pastas in its menu. We cracked the brief in the wee hours over a round of deliciously cold Pizzas. It would be churlish here, not to mention my massively talented art director Sandeep Salariya. Too bad he left too soon to start his own thing, thankfully he’s still only a call away.

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As a rookie copywriter, this was my first double spread in the Luerzers’ Archive. Agnelo Dias, my then NCD wrote the warmest letter to ensure it made it to the Cannes. My bosses fought real hard for it and paid the award fee out of their pockets, but much politics later and to cut the sad story short - it did not pick any Lion. I still have the letter though.

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I had recently got hitched; and this brief for Breast Cancer Awareness landed at the table. I wanted to write something that would at the very least nudge my wife to take the test. My logic - if it worked for one, it would work for the others. As it finally panned out, Elle couldn’t run the ad for their Pink Day Campaign (it just didn’t go with their pink theme). It was eventually published in another women health ‘zine. I’m just grateful, I know of at least 3 women, who went in for a mammogram, post reading my purple prose.