Have you ever watched a movie that inspired you to pick a career? I did. Straight out of college with a Marketing degree, interviewing for roles at FMCGs and banks, I got an interview call from an ad agency. Coincidentally around the same time I watch this movie where the protagonist presents to his clients, the character sketch of ‘the Lux woman of today’. I had never thought of a consumer like that, I saw myself wanting to figure people out like this!

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Here on, I started my journey as a planner and grew to love the discipline. Getting under the skin of consumers (some of those have literally felt like therapy sessions, I've been told), constantly keeping one eye out for cultural shifts, being annoyingly-curious about whichever category comes my way, inspiring creatives with compelling narratives, experimenting with the ever-changing media landscape, keeps my passion alive, after over a decade here!

 

My ideal for brands is that they can truly be a force for good, a force in subtly shaping perceptions to make this world a better place to live in. But all brands, all the time, don’t have to strive for that. The road a brand takes, needs to be one that is led by its own ambition, the culture it lives in and the consumer it is for – connecting these seemingly unrelated dots, to find your brand's unique opportunity, is where I come in.