Ideas with a louder second draft.
Campaign strategy, AI ad craft, and social-cause posters — work that argues for repositioning, repurposing, and reframing what we look at every day.
Phool — from sacred offerings to sustainable threads.
The shift. Move the focus of the brand from fragrance to textile — reposition Phool as clothing that carries spiritual heritage.
The thesis. Phool already owns the “flower = ritual = colour = emotion” narrative (#PhoolWaliHoli, 2022). This campaign extends that into fashion through a dual-timeline transformation: ancient ritual life of temple flowers ↔ a modern, mindful consumer.
The craft. AI image generation with structured prompt engineering, inspired by Kanakavalli's Little Rituals and Raw Mango's Sooti 2024.
Watch the AI demo↗
Position PHOOL's fabric line as clothing that carries ritual meaning.
Made for the mess. Built to last.
The idea. Position the lipstick not as a beauty product, but as an unbothered, performance-proof essential built to survive real, chaotic, everyday life.
The hook. A loud “still intact.” aimed straight at brands that fail the test of a long day, a bad commute, a long meeting.
The execution. AI-generated film with moodboard treatment — gloss, grit, and a 5-second proof.
Watch the spot↗
Groom for sale — anti-dowry awareness.
The brief. Create awareness against dowry in a way that cuts through the noise — not with statistics, not with sadness, but with something that makes people stop, stare, and feel the absurdity of it.
The idea. If families are going to put a price on a groom, treat it exactly like that — a transaction. A sale. Price tags, a “Tax Free” offer, and handcuffs that reveal what this “deal” really costs.
The voice. “Groom for Sale” deliberately borrows the language of commerce and retail to expose the transactional ugliness of dowry demands.
What I'd love to build next.
Categories I'm itching to work in — beauty, ritual luxury, climate, education, civic causes.