Define
Find the story worth telling.
Brand Strategy • Public Relations • Storytelling
Building brands people understand, trust and remember.
I help organizations define what they stand for, turn business strategy into a clear narrative and build brands people choose to remember.
My point of view
The strongest brands aren't built through campaigns alone. They're built through positioning, consistency and stories people choose to believe.
I've helped shape brands from the inside out, defining narratives, building communication frameworks, leading Public Relations and launching products. I turn complex business ideas into clear stories that people can understand and act on.
How I work
Building brands from the inside out.
Align
Connect people, products and purpose.
Amplify
Bring the narrative to life across every touchpoint.
Measure
Track impact and continuously strengthen the brand.
Selected work
Strategy, made visible.
Five stories across brand transformation, governance, Public Relations, product launches and community building.
01
Aviva India
Protection to Prevention
Enterprise brand transformation
5 strategic pillars02RBC PH&N Investment Counsel
A Brand Built to Scale
Brand identity & governance
3-part framework03Aviva India
Building Brand Authority
Public Relations & executive positioning
National and regional coverage04Aviva India
Aviva Signature 3D Term Plan
Integrated product launch
End-to-end launch05The Scribbled Stories
From Idea to Community
Brand & community building
6M+ followers01 / 05
Aviva India · Brand transformation
Protection → Prevention
A leadership vision turned into an enterprise-wide brand narrative.
The challenge
Reposition a legacy insurer around prevention instead of protection, aligning employees, customers and media behind one clear, credible story.
My role
I translated the vision into a usable narrative, defined five strategic wellness pillars and embedded the positioning across leadership, employee, customer, product and media communications.
Brand narrative in motion
Tracing the journey from history to strategic shift.
To bring the transformation to life, I led the development of a corporate film tracing Aviva's journey from its 1696 origins to its evolution from protection to prevention. I structured the narrative, developed the content, wrote the script and guided the visual treatment through production, connecting Aviva's history, customer focus and future direction in one coherent story.
My roleContent architecture · Scriptwriting · Narrative development · Creative directionMotion design and production execution by creative partners.
Not a campaign line. A strategic shift that became part of Aviva India's public narrative.
02 / 05
RBC PH&N Investment Counsel · Brand governance
A Brand Built to Scale
Consistency without rigidity across a national wealth business.
The challenge
Create greater consistency in how the brand was represented across teams, communications and partner interactions as the business evolved nationally.
My role
I led the development of a practical brand framework that aligned communications, visual identity and brand expression while supporting broader strategic initiatives.
Marketing Excellence
Clear principles for messaging, tone, visual expression and external brand assets.
Employee Advocacy
Guidance that helped employees represent the brand authentically and confidently.
Brand Governance
A sustainable ownership and review model designed to protect brand integrity.
Public case study intentionally summarizes the framework without reproducing internal materials or processes.
03 / 05
Aviva India · Corporate Communications & Public Relations
Building Brand Authority
From telling the brand story to earning others willing to tell it.
The challenge
Support business priorities by building trust and visibility through strategic communications, executive positioning and earned media.
My role
I led corporate communications and Public Relations strategy, partnering with leadership and agency teams on executive narratives, media opportunities and reputation-building programs.
100%Positive sentiment during key transitions
National and RegionalMedia coverage across print and digital media
04 / 05
Aviva India · Integrated product launch
Aviva Signature 3D Term Plan
A complex, configurable protection product made clear for customers and practical for Distribution to sell.
The challenge
Launch a highly configurable term plan covering Death, Disease and Disability, paired with a Preventative Wellness Package and flexible payout options, without overwhelming customers or the Distribution team.
My role
I led the product positioning, messaging, campaign and creative, internal and sales communications, Public Relations, customer-facing content, launch events and activations. I also built scenario-led narratives for the product's many permutations and combinations so customers could see its relevance and Distribution teams could pitch it with confidence.
I built the launch around one principle: complexity should create choice, not confusion.
- The 3D propositionDeath, Disease and Disability brought under one coherent product story.
- Preventative wellnessA fitness tracking band, nutrition subscription, gene-based testing and more.
- Flexible designCoverage and payout options explained through real customer needs.
- Customer scenariosNarratives built for different permutations and combinations, giving customers context and Distribution teams a practical pitch.
- Integrated launchCreative, internal, sales, customer, Public Relations and media communications.
- Launch activationEvents and experiences designed to introduce and explain the proposition.
The goal wasn't to make the product sound simple. It was to make every choice clear.
05 / 05
The Scribbled Stories · Brand & community
From Idea to Community
Six people had something to say, but couldn't find the right platform. So we built one.
What began as a passion project became one of India's largest digital storytelling communities.
We built an ecosystem around authentic, emotionally resonant content, then expanded into workshops, merchandise, a platform for aspiring writers and partnerships with leading brands.
6M+Followers
1B+Impressions
CommunityNot just an audience
“The best brands don't leave the biggest impression. They leave the right one.”
My brand journey
Different organizations.
One consistent thread.
RBC PH&N Investment Counsel
Strengthening a premium wealth brand from the inside out.
Aviva
Repositioning an insurer through strategy, communications and integrated marketing.
The Scribbled Stories
Growing an idea into a community of more than six million people.
About me
Strategic head.
Storyteller's heart.
For over a decade, from co-founding a digital storytelling community to shaping brands in regulated financial services, I've been drawn to the work that happens before the campaign.
Defining what a brand stands for. Shaping the narrative that supports it. Building the systems that make it consistent. Then bringing that story to life in ways people can understand, trust and remember.
I believe great brands aren't built by saying more. They're built by meaning something.
Let's create something meaningful
Have a complicated idea?
Let's find its story.
Available for brand strategy, strategic communications and select consulting projects.