At JWT India from 1980 to 1993, then heading Y&R Dentsu, Rediuffusion from 1993-1995, learnt what Advertising could, and could not, do to build profitable brands. Experiments with bridging this gap with new products are : Design brief and launch of Hero Ranger and Hero Hawk bicycles, repositioning for revival of Hero Puch mopeds for the Hero Group, the re-launch of Taj Mahal Tea Bags for Brooke-Bond Unilever.
The financial success of these efforts were featured as case studies by Advertising Works, UK – an international body dedicated to recognizing and promoting the financial effectiveness of Advertising.
Founded Embrand in 1996 to focus on turnarounds for brands. Some successes are:
- India – Farmtrac (Escorts tractors), Yamaha (Motorcycles), MHI (Cardiac Care Hospital)
- Middle East – VLCC MENA, various products of AUDI-VW-Porsche group and KIA
Schooled at St. Xavier’s Delhi , earned a B.Com (Hons) degree at Sri Ram College of Commerce, and then a Diploma in Marketing Management at IIM Calcutta.
Authored articles on all things motoring for BBC’s Top Gear magazine since 2010.