SocialContent& Creative

I’ve spent four years running channels end to end — the calendar, the shoot, the edit, the caption, the replies. Most of that time has been in fashion, where the work has to look considered and still ship on a weekly rhythm.

I work in short-form first. I test ideas as Reels before they become campaigns, which keeps me honest: if it doesn’t hold attention in three seconds, it doesn’t go out.

I’m originally from India and now in Berlin, and I’m increasingly drawn to hospitality and lifestyle brands — the ones where the audience is a community rather than a market.