Introduction
As a designer and as an Art Director I have, over the years, worked for several reputed national and international brands. From conceptualising, designing, and prototyping profits to curating brand experiences, I have worked across several projects including ad campaigns, websites, user interfaces, brand and visual identity guidelines, apps, product packaging, concept designs, and mentoring talent. As an Art Director, I have taken on increasing levels of responsibility and have proven success in designing and managing campaigns that built engaging and enduring relationships with a diverse set of audiences.
Work Profile
Design Manager, Creative Services - Amazon
Nov 2014 - Present
Hired by Amazon Creative Services/D1 team (Amazon’s internal creative agency. A part of Global Integrated Marketing team) to develop design processes and methodologies for the region, develop skill sets. Was responsible for the initiation of key quality analysis metrics to better streamline the design flow and process and increase user engagement. Played a key role in ensuring collaboration and streamlined access to various internal and external creative teams including marketing, creative, producers, copy-writers, directors, etc. Was a key member of the hiring team that Source-out, Shortlist and Interview potential candidates for Amazon Creative Services
Sr. Art Director - Ogilvy & Mather
Jan 2014 - Nov 2014
Hired by Ogilvy & Mather, Bangalore to conceptualise and create ideas, design process flows, and other creatives (both online and offline) for their clients. Built a multidisciplinary collaboration at a very fast pace, deadline driven environment, working closely with advertising directors, editorial, and production teams. Worked on POS, merchandising, press, outdoor, DM, brochures and digital. Art Directed and designed digital and offline promotional materials including outdoor and print. Undertook 360-degree marketing campaigns featured on social media and was involved in all phases of creative projects from concept to execution.
Sr. Art Director - Saatchi & Saatchi
Jun 2013 - Dec 2013
Hired to develop and art direct advanced visual concepts, themes, and comps for high-impact deliverables and assets.
Lead the development of creative concepts for B2B clients and develop design strategies that align with brand values. Developed clear, concise branding messages by working with the account and strategy teams, copywriters, and the production teams. Drove customer-focused design language in creative briefs, provide art direction for the entire line of online services, and Initiate and lead creative sessions to kick-off projects. Ensured creative quality, consistency, and cohesiveness across all creative executions and continually elevate and innovate custom client solutions that cement the company as a leader in the space
Sr. Executive, Design - Cafe Coffee Day
Jun 2010 - Jun 2013
Hired to work closely with the internal teams to generate and create brand promotional ideas that create and sustain long-term engagement while also matching the business objectives of the organisation. Was responsible for coming up with original creative ideas, including illustrations and infographics. Was responsible for pre and post production quality checks.
Managed and directed photo shoots on time and to budget. Conceptualised, visualised and designed websites, UI for Apps, Marketing collaterals and Brand Identity.
And a few more organisations from Bangalore and Mumbai...
Oct 2005 onwards
Academics
Amazon Prime Day
Client: Amazon
Year: July, 2018
Amazon Prime Day is one of the biggest sale events globally but in it's second edition in Indian market. The 36 hours during Prime Day saw members in India shop and stream as never before, taking advantage of 200+ exclusive new product launches, thousands of deals, and video & music selections specially curated for Prime Day. More new Prime members joined the program in the one week leading up to Prime Day than any week since the launch of Prime in India. Additionally, more members than ever enjoyed Prime Video and Amazon Prime Music content, with the week leading up to Prime Day having the highest number of streamers ever. To Prime Day in India, we sought Indian celebrations for motivation. Where everything is overwhelming. Also, there's a component of fantasy and enchantment to each festival.
The onsite experience is the major customer facing part which took part in the entire excercise and festival. One of the most distinct aspects of the Prime Day experience were what we called the "Boxtropolis" world. This was a world filled with quirky cardboard objects and characters we had created out of Amazon box cartons.
Two weeks before Prime Day we set up huge installations. At prominent malls, city squares, metro stations. All over the country. We created buzz around this using social media.
We created Virtual Reality pop-up stores across 11 malls in five cities. Customers could see the fit and fall of dresses, pick & play with products they were interested in. And catch a glimpse of the 7 blockbusters launching on Prime Video.
As a result In the week leading up to Prime Day, more customers in India joined Prime than in any other week before.
Most successful Prime Day ever. More than 35% of new sign-ups from tier 2, tier 3 towns.
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Prime members shopped for deals and streamed content across hundreds of cities in India, including Lucknow, Ludhiana, Jamshedpur, Ahmedabad, Noida, Thane, Kochi, Ernakulam, amongst others.
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Customers in India purchased over 5X as many Fire TV devices this Prime Day than last Prime Day. July 17 was the best day ever for Echo devices on Amazon.in.
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Wireless grew over 5X, offering members brands like OnePlus, Redmi, Huawei and Honor.
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Large Appliance grew 9X and included selection from Bosch dishwashers and washing machines.
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Everyday essentials saw 3X overall growth with Amazon Pantry finding strong customer favour. Members enjoyed brands like Nestle’s new breakfast cereal NesPlus, Saffola Oats, Dettol Liquid Handwash and Nivea Fresh Active Deodarant.
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Fashion saw an over 2X growth with new brand launches including brands like Marks & Spencer and New Balance.
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Consumer Electronics grew over 4X, with a Buy One Get One deal from TCL TVs and new launch of Sennheiser Wireless Noise Cancellation headphones
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Prime members topped up their Amazon Pay balance 7X more than on a regular day.
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Customers in India purchased over 5 times as many Fire TV devices this Prime Day than last Prime Day. July 17 was the best day ever for Echo devices on Amazon.in.
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