BetterHalf Communications Pvt. Ltd., Mumbai
Jul 2010 - Present (11 years 4 months)
It's a communication agency i started after spending 14 years in Advertising and - before that - 8 years in retailing Ayurvedic Medicines.
We bring the other 50% to the table. We are the other side of the coin. We are better half of Marketing. We are Better Half Communications Pvt. Ltd.
Creative Chief (Copy)
Thoughtrains Designs Pvt. Ltd
Sep 2008 - Jul 2010 (1 year 10 months)
29.09.08 - 04.07.2010
Thoughtrains Designs, Mumbai a full-scale design agency with formidable presence in the field of communication design for Print, Outdoor, Electronic, DM and BTL mediums. Since it
is my second innings at this agency in higher capacity, the basics remain the same. Only the gravity of responsibility and role has increased vis a vis my past innings.
My Role: Leading a team of senior as well as junior copywriters, handling briefing to
presentation process along with client servicing team member.
My duty includes overseeing
the overall creative output along with my art partner which includes interacting with
design team of nearly 40, apart from attending periodical meetings with management to
ensure betterment of people-performance ratio, client relationship and future plans.
Jun 1996 - Apr 2010 (13 years 10 months)
Dropped out of education system after high school. Never stopped the learning.
Sold Ayurvedic medicines and cured over 40,000 people in 8 years.
One fine day (too cliche? bear it, please) got into advertising and continued my love affair with mankind, my passion for written and spoken and unborn words.
I don't have agenda. All i have is intuitions, insights and impulses.
stay tuned. live long.
Creative Chief (Copy)
Crossway Communications, New Delhi
Jun 2006 - Aug 2008 (2 years 2 months)
a full-scale INS Agency with some of the most reputed
clients that includes CII, Punjab National Bank, FICCI, Option One India (Indian arm of
Option One, USA), ITPO, BIS, RNIS, GTM Jeweller, Ampersand Publication, PS2 Architects,
Balaji Builders, Satva Magazine, CARE, Oxfam, Hindustand Latex Family Planning Trust,
My Role: Leading the creative team and overall accountability of creative processes as well as client interaction and internal management. Also, contributing towards strategy
development and business planning.
Thoughtrains Designs, Mumbai
Nov 2004 - Apr 2006 (1 year 5 months)
full-scale design agency with formidable presence in the field of
communication design for Print, Outdoor, Electronic, DM and BTL mediums. The client roster
includes some leading names in Real Estate such as Nirmal Lifestyle, Evershine Builders, in addition to other
names like Asian Star (DTC site holder), Tata Indicom, VSNL, KK Metals, Cinemax, Sahara
Star, Jai Corp, B Positive, AFL, Maarg,
My Role: Leading a two member team in Copy department and associating with Art Director as well as a 20 member group of designers. In addition, interacting with clients and their
Corporate Communication department.
Crossway Communications, Mumbai
Mar 2002 - Aug 2004 (2 years 5 months)
Crossway Communications, Mumbai is an INS agency with a mixed list of both PSU and
Private Sector clients that includes H. & R. Johnson India, Central Railway, New India
Bank, Oikos wall textures, Rivolta, V1 Complott (Videocon group), Teknik India,
My Role: Delivering copy according to the client brief, brand guidelines and
specification given by the Creative Director as well as co-ordinating with designer team
at multiple levels.
Gracious Communications, Mumbai
Jan 2001 - Feb 2002 (1 year 1 month)
Gracious Communications, Mumbai is an INS agency with an array of both Public sector and
Private sector clients which includes NABARD, Shamrao Vitthal Bank, Hotel Sea Princess, Samir Supply Pvt. Ltd., etc
My Role: Delivering copy according to the client brief, brand guidelines and specification given by the Creative Director as well as co-ordinating with designer team
at multiple levels.
Lajja Communications, Vallabh Vidya Nagar
Apr 2000 - Jan 2001 (9 months)
Lajja Communications, VVN is a multi-disciplinary creative hotshop run by a well-known
painter and artist Mr. Kanu Patel with a client list that includes industrial giants like
Elecon Engineering Limited, Chemfilt Industries, Glasscoat Industries as well as
educational organisations like SEMCOM, BJVM, BVM, EDIT in addition to over a dozen
different departments of Sardar Vallabh bhai Patel University as well as CVM (Charutar
Vidya Mandal) which provided KG-to-PG education options. Apart from this, LASCA (Lajja
Applied School of Creative Arts) the brainchild of Mr. Kanu Patel which provides non-
conventional education method to youngsters.
My Role: Delivering copy according to the client brief, brand guidelines and required
tone of the communication. Apart from this, handling of conceptualisation and team co-
ordination till the final stage of execution.
Jun 1999 - Dec 1999 (6 months)
Content Head-cum-Business Development Executive with www.rajkot.com, Rajkot; www.rajkot.com is early entrant into internet boom that started around the turn of last
Millennium where the primary focus was on developing interesting and useful content for
the users of the site. Additionally, handling of business development and revenue
generation out of existing product and business model.
My Role: Creating site-relevant content with the objective of serving NRIs, NRGs and PIOs
and handling the team of designers, programmers and vendors. Also, looked after the area
of revenue generation as well as developing new business models.
Copywriter with Kanchan Publicity, Rajkot
Amrit Aushadh Bhandar, Ayurvedic Medicine Retail Shop
Mar 1988 - Jun 1996 (8 years 3 months)
Kanchan Publicity is the first agency I started my career with. The agency enjoyed the
varied list of clients which included Thakarshi Chai, Aditya Hotel, Ruby Auto, Gujarat
Airways, Neel Da Dhaba, Glamour Girl, Innovative Cure, Rajmoti Oil Mill, Rajoo
Engineering, Jyoti Industries, Neel Optics, Citizen Banks, Bhishm International, Bhushan
Travels, Informatics, Astron Ceramics, Hemkan Builders, Haathi PVC Pipes, Adingo
Restaurant, Jainath Super Market, Rajkot Color Labs, Cambridge Garments.
My Role: Handling initial conceptualisation process and writing copy according to the
brief and the approved concept. Co-ordinating with a 7 member team of designers as well as
vendors. Contributing towards day to day operation of the agency and the over business
policy while maintaining excellent relations with clients.; As Accountant in a C&F agency dealing in Drugs 7 months
As Lab Assistant in a Soil Testing Laboratory 5 months
As Assistant in a laundry 3 months
As Errand Boy in General Store 8 months
Attended “100 Poets Night” organised by Delhi Poetree on 23rd February, 2008
Featured poet at various Read-meets organised by online group Caferati - in Mumbai and
Selected poet for coffee table book by www.poetry.com in year 2002
Ad selected under Ad Watch section during my tenure at Gracious Communications, Mumbai
Ad selected for Pink Slip during my tenure at Crossway Communications, New Delhi