28 years of making the work. One studio that puts it all to use.
I've been a writer, a creative director, and a brand communication services provider. The tools have changed across three decades. The standard hasn't.
I literally do anything.
I started in Kolkata — Rediffusion, Genesis, Response, Bates. Then moved south for Ogilvy & Mather in Chennai, across to Contract Advertising in Bengaluru, and north to O&M Mumbai where I spent many years.
After Mumbai came Cartwheel, then a return to Kolkata: JWT, Rediffusion, Genesis. Across the moves and the agencies I was writing, art-directing, leading creative teams, pitching to national brands. FMCG, automotive, financial services, healthcare, real estate, education — the kind of breadth that only comes from twenty years of saying yes to hard briefs.
Since 2011 I have been working independently. NGCSI is the studio that holds it together — copywriting, design, creative direction, 3D visualisation and type design, briefable as one or any combination.
The discipline of agency work — every word justifying its place, every frame earning its second — is what I brought out with me. The difference is that the brief comes to me directly now, without the telephone game.
Advertising copy, website copy, TVC scripts, brochure copy, naming and tone-of-voice.
Campaign leadership from concept to execution — shaping the idea and guarding its integrity.
How the brand sounds — voice definition, tone guidelines, messaging architecture.
Brand identity, packaging design, brochure design, advertising design and collateral.
Photorealistic product renders, packaging mockups, environment renders and product animation.
Original typefaces — Bharat Lotus, HornPlease, Service, Beanbags, Travels and others.
I build furniture, work in clay, resin and concrete, design fonts, sing Hindustani classical music. It's just how the mind works — and it's where the eye and the patience come from.
- Loreto House School
- Mathematics Honours
- MBA Marketing
- Sangeet Visharad
- Sangeet Prabhakar (Hindustani Classical Music)
- Two ABBY Golds
- Two Srijan Sammans
- Hearing unknown people use my lines in day-to-day conversation
- Neil French making an example of one of my innovations during his India visit
- Ram Ray asking me to curate design learnings for a young art director
- Sister Cities of Arlington, Texas trusting me with their brand communication — across two cultures neither native to me
Brief me directly.
Strategy, words, identity, film — or all of it. One senior head across the whole problem.
Start a brief