the thinking part
Content director and creative content consultant. Whole campaigns, from the idea to the last call-out.
For brands, agencies and production teams across industries. Strategy that has held a camera, and AI that has survived a real set. Not a tool demo, not a deck.
Positioning, campaign thinking, formats and the content calendar that follows. From Impact Mints’ campaign world to the Scapia series and Zomato’s Sneak Peek. The idea first, then the shoot.
I map how your content actually gets made today (briefs, approvals, shoots, edits, versions) and find where volume dies and money leaks.
AI wired in where it genuinely helps: pre-vis and storyboards, versioning, localisation, formats at scale. The craft stays human; the grind doesn’t.
Your team learns the stack on your briefs, not sample prompts. By the end they ship without me. That’s the definition of done.
A company-wide, self-sufficient content engine: templates, tone, tools, governance. Briefs in, finished content out, owned in-house.
When you need the film itself: hybrid AI productions through Studio Fry’s AI vertical. Real craft, new physics.
Fifteen years of real sets and 600+ productions. I know exactly which parts of the pipeline AI can take, because I’ve run every part of it by hand.
the case studies
Each one is a whole campaign: films, stills, bites and call-outs, usually from the same set. Hover any film and it plays.
case 01 · campaign architect · director
Impact Mints had just signed Ranveer Singh as their first-ever ambassador in India. We built the whole campaign around him: concept, creative direction and production, end to end. A 360 roll-out, the brand’s biggest push yet, across digital, OTT, social, retail, quick commerce, modern trade and on-ground. Three films, with more on the way.
case 02 · director · photographer · three kinds of content in a day
A culturally rooted campaign with Aditya Gadhvi, fresh off Coke Studio. With the agency we put the rice at the heart of a music-led story: a two-minute Gujarati music video where he goes from cook to performer, with tabletop and slow motion product shots woven into the performance. Out of the same shoot came the reels, the brand call-outs, festival bytes and the stills I shot for print, outdoor and digital. Gujarati was new terrain for me, so I lived in the language until it felt local.
the film
the digital bytes
the stills
case 03 · director · the whole show
Not one more reveal of what’s coming on Netflix: a whole award-style show. I directed it end to end. I wrote the narrative script for how the night runs and how each title gets introduced, then made the teasers and trailers for the slate, in long form and short form. I worked with humour scriptwriters and the Netflix team, and with Anil Kapoor, Zakir Khan, Prajakta Koli, Manoj Bajpayee and more.
case 04 · director · one very stormy day
Rain wrecking the schedule, two celebrity calendars colliding, Triptii needing to leave early, four locations in one day, and Hrithik not feeling a hundred percent. We rebuilt the day as it unfolded, set by set, and every shot was in the bag by wrap. Prep is what saves you.
case 05 · director · 48 hours
Forty-eight hours to plan it, then one shoot with Hardik Pandya, Jasprit Bumrah, Rohit Sharma, Suryakumar Yadav, Tilak Varma and the OG, Jackie Shroff, plus three rappers. One anthem film, and six independent reels, one per cricketer, each with its own vibe.
case 06 · content director · 1,600+ films in a year
Zomato wanted restaurants closer to customers, inside the app: founders and chefs telling their own stories, and food that makes you order. We built Sneak Peek with them as a joint property. Their teams brought the restaurants, we ran production, and we wrote the playbook every crew shot by (vertical frames, how to light a plate and a bar, call-out money shots). A central HQ team plus regional crews made over 1,600 films in one year across North, West and South India. Then we helped Zomato bring the whole model in-house.
case 07 · the podcast · a studio in 72 hours
One frantic call: Season 2 of Deepinder Goyal’s podcast had to start now. Within hours we turned a room in their office into a working studio (lights, cameras, mics, angles) and wired it into a workflow their own team could run. The first episode rolled in 72 hours, four more followed, and by the fourth Zomato was flying solo. It’s still running.
case 08 · director · 13 films in 3 days
Thirteen films in three shoot days, each with its own look. Eight high-end restaurant commercials and five brand films around the most-ordered dishes, across restaurants from Hyderabad and Kolkata, every one with a different set, wardrobe, food style and time of day. Plus Zomato Gold’s One Plus One.
case 09 · packaging · CGI · topical
We worked straight with PepsiCo’s design team on the packs for Lay’s launches: Wafer Chips, Wavy Chips and Heartiez. Photographing chips, capturing texture, building 3D renders, composing the ingredient layouts and clearing every detail with legal. A first for us, and it’s on packs across India. Plus festive topical content for Mirinda and 7UP.
Wafer Chips, the final packs
Heartiez
Mirinda & 7UP topicals
case 10 · nine years · Maggi, Nescafé, Nestea
Nine years across almost every Nestlé vertical: Maggi, Nescafé, Nestea, Masala-e-Magic, Ceregro, even Gerber. Playful packshots, high-performance films, ASMR, moody Nescafé Gold, packaging content for everything from a spice sachet to kids’ cereal, and the launch of the new Nescafé jar.
packaging stills
case 11 · content strategy · one 12-hour shoot
A homegrown challenger to Ching’s and Maggi, with Ranveer Brar just signed. We worked out how to position him and what the content pillars should be, then in one 12-hour shoot made the packaging images, hero stills, six films and a bank of short bites that kept the brand going for over a year.
case 12 · concept · art direction · film & stills
A period-care launch that confronts the discomfort instead of softening it. Blood, pain and unease translated into texture, material and form. We built it from the ground up with a very hands-on client team: concept, visual language, sets, props, wardrobe, casting. A hero film, reels and a still bank, all in one tactile look.
case 13 · director · film, bites, call-outs, stills
Dance Through Life for boAt with Rashmika Mandanna. The film, plus the bites, call-outs and photography from the same shoot.
case 14 · director · photography and video, one project
Photography and video from one project. Rollplay and Fuzz Off with Alaya F for Bombae: the films, and the product stills off the same set.
case 15 · director · the MotoGP trailer
Aprilia’s RS 457, launched with a trailer built around MotoGP.
case 16 · director · the range
The Campa Energy range, and Gold Boost.
case 17 · five years of launches
Five years of nudge films and key visuals for McDonald’s launches, with motion-control robotics and a lot of very hungry people on set.
launch stills & Happy Meal
case 18 · years, and every kind of brief
Never just one project. Big launches, sharp performance films, RTBs, robotics, whole worlds built out of raw ingredients. Licious brings the big ideas, and together we make films that sizzle.
case 19 · product films
Product films for the pizza, burger and wrap crowd.
case 20 · a three-season micro-series
Three seasons of 60 to 90 second episodes for Reels, Shorts and the app itself. No feature demos: the app is a character in everyday travel chaos, quietly fixing things. Entertain first, sell second.
case 21 · campaign
Green tea with Sara Ali Khan. A celebrity campaign built for the vertical feed first: films, teasers and call-outs.
case 22 · three years · three sub-brands
It started with the Witbier launch. Then we gave Ultra, Ultra Max and Ultra Witbier each their own visual rules (colours, angles, wardrobe, models, food pairings) and kept them distinct for three years of changing digital mandates.
case 23 · launch content retainer
A new variant almost every month. One visual language that held across 20+ launches in 12 months, in bottles, cans, pouches and pet.
case 24 · annual retainer
A full year of digital content, twice: mixology, food pairing and brunch. You’ll want a cold one before you’re done scrolling.
case 25 · adapt content bank
A content bank for Carlsberg India: product, people and lifestyle, built to be adapted across every format.
receipts
I don’t consult from the sidelines. I make AI films myself and publish the process.