The ask: launch the first ever Women's Premier League with an anthem. Four different routes, because one idea per brief is for people with less to say.
PITCH ROOM
Work that never got made. In advertising, that mostly means it was too good, too weird or too honest for the room it was pitched in. Read on. Nobody's going to stop you now.
EXPLORE THE PITCHES
THE PITCH VAULT
The Complete Vault · Unfiltered Pitch Campaigns
The Brief
Build a high-impact campaign around Yash to cement Beardo’s unapologetic, rugged personality in men’s grooming.
The Insight
Beardo leans unabashedly into hyper-masculine swagger. If you're going to lean into the alpha outlaw persona with someone as magnetic as Yash, don't do it by halves. Make it so dangerously stylish that it feels almost criminal.
The Idea · The Bold, The Ballsy and The Badass
A full-blooded Spaghetti Western homage inspired by Sergio Leone’s The Good, the Bad and the Ugly. Sweeping desert vistas, heat hazes, squinting close-ups, and Yash dressed as a modern gunslinger stepping into frame to show what real grit looks like. High cinematic drama backed by teasers, showdowns, and sharp visual beats.
The Deck
The pitch covered the complete western narrative build - from atmospheric exterior setups to high-tension climaxes. While alternative routes were tabled, this unapologetic cinematic spectacle was the pure adrenaline route of the pitch.
2019 · Real Estate Launch Pitch · Presented Creative Concepts
The Brief
Create a distinctive launch identity and campaign for Sheth Builders’ upcoming 1 and 2-bed premium residences in Malad.
The Challenge
Real estate advertising in Mumbai is notorious for slapping an aerial render next to a generic picture of a smiling couple sipping coffee on a balcony. With 35+ premium amenities on offer, we needed a voice that resonated with young, urban professionals who actually have to deal with city living.
The Insight & Lines
Sell the luxury of peace through the everyday chaos of Mumbai. Paired with slick black-and-white editorial photography, the campaign tackled daily life with cheeky, relatable truths:
- “Life’s too short to argue over a parking lot.”
- “Better to drown your stress than drown in it.” (for the aqua gym)
The Identity
Beyond the creative copy, we crafted naming territories for the property like Auris Meraki and Auris Sienna to give the project a boutique, design-led pedigree before the foundation was even poured. The building eventually launched under another name, but the campaign thinking was a breath of fresh air in a very dusty category.
AU Bank — Brand Pitch
OPEN ORIGINAL AU BANK PITCH PDF ↗Campaign line: Tuborg Toh Banta Hai
The Brief
Position Tuborg as the obvious choice over boring soft drinks for millennials and Gen Z. Built around the campaign line Tuborg Toh Banta Hai.
The Insight
Back in 2018, piece-to-camera rants were everywhere. But having an actor rant into a lens is lazy. Having inanimate objects lose their minds because you paired a great night with soda water instead of beer is pure comedy.
The Scripts
I wrote three gloriously chaotic rants:
The Tandoori Rapper
A roasted chicken arrives at the table, comes alive, furiously drops a rap track because the gang ordered cola instead of Tuborg, and dives dramatically off the table in disgust.
The Nana Patekar Umpire
A tense cricket match where the TV umpire breaks character, channels pure Nana Patekar rage, and yells at friends drinking soft drinks on match night.
The Osho Fridge
An after-work party where the refrigerator door opens to a guy reaching for soda, prompting the fridge to start delivering a disappointed, philosophical rant like Osho.
The Reality
An unreleased pitch from my ACD days, made for laughs and proof that beverage scripts don't have to be just slow-motion fizz and clinking glasses.
OPEN TUBORG PITCH PDF ↗Mahindra Auto · Internal Communication · Pitch
The Brief
Corporate compliance training is where human attention spans go to die. Mahindra Auto wanted internal training modules that employees would actually read, finish, and remember - without feeling like they were serving a desk sentence.
The Insight
Most of the workforce was made up of millennials and Gen Z who grew up on Tinkle, Marvel, and Sunday morning comic strips. Nostalgia is a cheat code for engagement: if you want people to care about workplace ethics, stop giving them policy handbooks and start giving them an episodic story.
The Creative World
They picked the comic book route, so we turned dry customer care and escalation protocols into an ongoing graphic novel universe. Instead of vague do’s and don’ts, we built a recurring cast of office heroes and workplace villains - the well-meaning teammate, the customer-whisperer and the corner-cutting chaotic villain who tempts you to break protocol. It gave compliance a narrative spine, complete with interactive cliffhangers at the end of each lesson to see if anyone actually learned the moral of the story.
The Craft
With the team swamped, I took the wheel: wrote the full series narrative, developed character bibles, and generated all the character looks and panel art using AI. We then adapted the stories into physical comic booklets, digital carousels, and even fully voiced motion-comic videos so the client could see, hear and feel the world in motion before roll-out.
Think of this as a one-person acoustic demo built to get the room excited. Post-pitch, the plan was always to bring in dedicated artists and editors to turn this rough prototype into a finished masterpiece.
OPEN ORIGINAL SARVADA PITCH DECK — POWERPOINT ↗
The Characters in Motion
Another Episode — Trust the Invisible Crack
A separate episode in the same learning approach, built to stand on its own.
OPEN ORIGINAL EPISODE PDF ↗Comic & Carousel Creatives
