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Multifaceted writer and creative strategist with cross-industry experience across agencies, brands and entrepreneurship.

Projects

LuvIt Chocolates: “If Someone Shares, Ushaar!”

In a country taught to share chocolate, we said don’t.

Storywriting
Editorial
Podcast
Advertising
Campaigns
Digital
Product Launch
Short Film
Documentary

The Brief

Launch LuvIt with 9 variants / 14 SKUs into a Cadbury-dominated market by creating a distinct, youth-first personality in South India…not “another chocolate”, but a brand that’s “too good to share”.

The Idea

In real friendships, sharing something really good is rarely selfless; there’s usually a little matlabi motive. Youth behaviour is closer to “what’s in it for them?” than to category clichés of “sharing is caring”.

How We Tackled It

We built the world of “LuvIt. If someone shares, ushaar!” (Means ‘watchout!’ in Tamil) where sharing LuvIt is treated as a red flag. A Siddharth-starring, Tanglish music-video TVC by Santosh Narayan showed people sharing LuvIt only when they wanted something, and online the “Ushaar Test” used your Facebook data to pull out your most like/share-happy friends and warn you about their “agenda”, tying social sharing behaviour back to LuvIt’s cheeky view on sharing.

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Episode 2

The Steep Slope

Summary

This is a tale of Vir. A lawyer who lives in Mumbai. Someone whose name means brave, but he, just like all of us, has his fair share of insecurities and apprehensions. After many months of being cooped up indoors, Vir finds himself back in the quaint hill station of Dalhousie. A place where his ancestors lived and a place though, as far removed from Mumbai, is a place he likes to think of as home. One that’s synonymous with his happiest memories and deepest joys. One evening, he finds himself making his way up to the town square where he encounters his childhood nemesis, a steep slope.

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Episode 7

Meeting Moti

Summary

This is the story of Vivaan, a 26-year-old graphic designer who lives in New Delhi but tries to escape from the city for short getaways as often as he can. This time around he finds himself in the mountains of Himachal Pradesh in the tiny little village of Dharamkot. Being an early-riser means he’s awake and out of bed at the crack of dawn. And that’s when he decides to go for a short hike to soak in the morning in all its glory before beginning the busy workday that lies ahead of him. While hiking up a trail that piques his interest, he encounters a beautiful mountain dog who also seems to be following the same trail and there begins the journey of them doing the hike together, in silence and oneness.

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Episode 8

Mary and the Master Potter

Summary

Mary, a little girl, all of 6 years old, has come to the quaint city of Puducherry on holiday with her parents. On the first afternoon, her parents find a picturesque promenade full of local delicacies, to rest and eat. Mary comes across a master potter's charming old store. The master potter proceeds to meticulously craft Mary her very own handmade deer.

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Episode 15

Viraj and the Winding City Streets

Summary

Viraj, an imaginative young boy of seven has just spent the evening at his uncle’s house, enjoying his birthday. A beaming Viraj has stacked all his gifts into his parent's car and waved the hosts goodbye. As the long drive home starts, Viraj sinks into the backseat, resting his head near the window, slipping into a daze. He stares out of the window with his imagination roaming free. He travels to the stars, dances with the light, and chants with the wind. He finally reaches home and is carried into his bed in the safe and loving arms of his mother.

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Episode 48

Warm Fireplace on a Snowy Afternoon

Summary

This is a tale about Shiva, a 10-year old boy who happens to be spending the wintery month of December with his grandparents, while his parents are out travelling on work. Shiva always looks forward to spending time with his Nana and Nani in their beautiful log cabin perched atop the magnificent mountains of Uttarakhand. And this evening is going to be especially memorable. After all, he’s going to spend the afternoon watching one of his most favourite and fascinating things - the fireplace. How it begins with a mere spark and slowly but surely grows into a beautiful sizzling fire that has a mind of its own. A fire that not only dances with delight but also gives Shiva and his Nana the warmth they need to enjoy the beautiful snowy afternoon that lies ahead of them. An afternoon full of joy, warmth and wonder.

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Episode 50

Wendy and the Window Washer

Summary

Little Wendy, all of 6 years old, is visiting her uncle who lives in the big city, along with her mom and dad. Today is a particularly clear day and the bright afternoon sun pours into the palatial dining room, through the large, ceiling to floor windows. The family has just finished a hearty meal and Wendy’s parents decide an afternoon nap is in order. They coax Wendy into following them, but just then, a sleepy Wendy's attention goes to a curious figure outside one of the large windows.

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