Brand Scaling & Content Strategy

Led the zero-to-one international brand build for Sony LIV, taking the brand from no global presence to a distinct, human voice after multiple agency failures. Started by defining tone through push notifications, then scaled into full ownership of social media and offline promotions for series and films. Shifted the brand away from robotic promotion to story-first, audience-led content, delivering high-engagement campaigns for flagship shows including Scam 1992, Maharani, Rocket Boys, College Romance, Cubicles, and Gullak, along with regional film launches such as Salute, Gargi, 2018, and Antakshari. Owned strategy, execution, and creative direction end-to-end, building a scalable content engine rooted in emotion, relatability, and cultural insight.