Writer. Gamer. Wanderer. Dedicated sit-and-stare-into-the-distance enthusiast.
17+ years across brands large enough to have their own zip codes. Keeping things simple, working hard, meeting deadlines — most of them. I don’t take myself too seriously, but I am very serious about my work. These two things are not contradictory. I checked.
Degree in Marketing. Certificates in Customer-Focused Product & Service Design (Cornell University), Behavioural Economics (Duke University via Coursera), Coding Fundamentals (Codecademy), and AI For Everyone (deeplearning.ai). Currently pursuing more AI courses — because the future is happening and I’d rather understand it than wave at it from a distance.
Joined mid-2020 to help shape the tone and voice of India’s most ambitious super-app from scratch. Wrote almost every screen of the Tata Neu app, most customer communications, scripts, and social posts for the Brand Head and Chairman. This quest covered: Air India, bigbasket, Croma, cult.fit, IHCL, Starbucks, Tata CLiQ, Tata 1mg, Tata Play, Qmin and Westside.
Download the app. The first words that greet you? Mine.
DBS was building something secret in 2014. From December 2014 to its April 2016 launch, I wrote the brand tone, UX/UI copy for nearly every screen, hundreds of notifications, and thousands of chatbot responses for its AI virtual assistant. digibank was an India product — I also worked on DBS Bank and DBS Treasures communications for India and Singapore through 2018.
That line “Live More, Bank Less” that DBS uses globally? I wrote it. For digibank. In 2016. You’re welcome, DBS.
Full-time at Autocar from June 2014 to December 2016. Dream job. Talented team. Words for virtually every major car brand. Grew Twitter from 65k → 92.5k followers and impressions from 400k → over 1 million/month.
The highlight? I got to drive a concept car. A year later, Kimi Räikkönen — legendary F1 driver and personal hero — broke it. I choose to see this as the universe connecting two people who both really love cars.
A 260-year-old holiday company. Nearly five years supporting their in-house creative team across branding, print campaigns in India & UK, websites, mailers, radio scripts, brochures, TV ads, and corporate videos.
In July 2019, this collaboration won a 🏉 PATA Gold Award. Not bad for someone who also stares into the distance professionally.
First role where I wore trousers to work every day. Marketing team member and Managing Editor of their travel magazine. Wrote the website during the brand relaunch, mailers, co-wrote ‘The Big Book of Holidays’, and most magazine features. Several photos I shot also made it in.
Helped a fintech startup launch with website copy and onboarding flow. Post-launch, conducted a full copy audit of the onboarding funnel to reduce drop-outs. Turns out words can save customers as well as convert them.
Started here in October 2007. Agency was called Noitseuq at the time. (Say it backwards.) As the only copywriter, I handled Coca-Cola (Bonaqua, Burn, Fanta, Limca, Mazaa, Thums Up, Sprite…), ICICI Prudential, Croma, Reliance Retail, and more.
Also responsible for getting the entire team addicted to Need for Speed and Counter-Strike. I consider this my first brand-building success.
Hayes & Jarvis (website content, 2022–present) · Media.net (automotive, tech & lifestyle for US markets, 2020–present) · Blue Cube Media, Singapore (SEO articles that significantly improved search rankings) · Eventive, Singapore (event brand writing) · Alembic (website + speeches for MD, 2018–19) · AirAsia Travel 3Sixty° in-flight magazine · Lonely Planet articles (2010–12) · Sportobuddy SEO content · Tourism boards across Dubai, Mauritius, Korea, Britain, Taiwan, USA, Japan and more.
Not all freelance work is epic quests. Some are one-offs, two-offs, short retainers, and sometimes several species of small furry animals. I made that last one up.
Hover to unlock. Each one is a cleared level. Some were tougher than others. None were boring.
* THIS LIST IS PROBABLY INCOMPLETE. 17 YEARS IS A LONG TIME. MEMORY IS NOT LOSSLESS.
Building the personality behind the words from scratch. Done it for Tata Neu and digibank — products where the voice had to work across millions of touchpoints at once.
The words people read while actually doing things. Error messages, onboarding, notifications, buttons. Good UX copy is invisible. Bad UX copy gets screenshotted and laughed at.
Long-form, short-form, in-between-form. Features, magazine articles, branded content, travel writing. Previously: Managing Editor. Currently: available.
Print. Digital. TV. Radio. From taglines that stick to scripts that sell. “Live More, Bank Less” has been running for nearly a decade. Just saying.
Words that rank and words that convert are often the same words, written with intention. SEO work for Singapore clients significantly improved their search rankings.
Emails, social posts, notifications — including posts for a Tata Chairman. Words at the executive level, without making anyone wince.
Work published across 7 countries. Comfortable working remotely, collaborating across time zones, managing deliverables independently. No hand-holding required. Some coffee, maybe.
Hover a territory to reveal intel.
I work hard. Easy to work with… usually. I meet deadlines — most of them. 17 years of brand experience, a healthy contempt for waffle, and a degree in why people do what they do.
If that sounds like what your brand needs, let’s talk.