Brand Leader and Strategist.

Over the last 13 years, I’ve built brands grounded in cultural insight and creative ambition. Most recently at OYO, I’ve led global brand and creative—launching premium hotel categories, scaling teams across geographies, and integrating AI into content ops to move faster and smarter. From India to the US to Southeast Asia, I’ve worked on brand turnarounds, storytelling frameworks, and full-funnel campaigns that moved both perception and performance. Before OYO, I was strategist at Wieden+Kennedy Delhi and an alumni of HyperIsland.

🥈 in Sustained Growth - WARC Awards for Effectiveness |

7 🏅 @ Effies |

36 🐘 @ Kyoorius Creative Award |

4 🥇 @ Sammies |

🥈 in Sustained Growth - WARC Awards for Effectiveness | 7 🏅 @ Effies | 36 🐘 @ Kyoorius Creative Award | 4 🥇 @ Sammies |

Grand Prix & 3 Gold 🏅for Brand Strategy @ 4A’s 25th Jay Chiat Awards

Brands:

AUDI |

OYO |

IndiGo |

DBS Digi Bank |

Make In India |

Hero Scooters |

Nike |

Hindustan Times |

AUDI | OYO | IndiGo | DBS Digi Bank | Make In India | Hero Scooters | Nike | Hindustan Times |

WORK

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WORK *

India’s second home

A pivotal shift for OYO was its repositioning as curator of clean, comfortable personal spaces for not just tourism or business travel, but whatever one needs them for in a crowded India or Malaysia or Indonesia – test preparations, musical jam sessions, bachelorette parties, me time, quiet time and so on.

Family Approved #KyaBaatKarRaheHo

OYO faced a deep-rooted perception problem — despite 60% of its hotels being premium, it was still seen as a budget brand. This wasn’t just a marketing issue, but a cultural one. In markets like India, the middle class often hesitates to “upgrade,” not due to affordability, but due to social approval.

The insight: people don’t reject better things — they wait for permission to enjoy them.

OYO’s campaign, #KyaBaatKarRaheHo, flipped this hesitation into curiosity. By embracing the meme-worthy disbelief people had around OYO’s quality, the brand turned surprise into a social movement. From a bold film launch during the India vs. Pakistan World Cup match to influencer-led content across India, Indonesia, and the US, the campaign used humor, relatability, and social proof to shift perceptions.

The result? Increase in premium hotel occupancy, massive online engagement, and a cultural license for millions to finally upgrade — guilt-free.

Resetting the Affordable Premium Hotel Category Sunday Hotels

Sunday Hotels was launched to solve a core problem: legacy hotel properties with outdated aesthetics, invisible branding, and uninspired guest experiences were struggling to attract higher-paying customers. With a modest transformation budget, we reimagined these properties into vibrant, design-forward hotels centered around a single idea—Reset.

Positioned as the “fastest way to reset,” Sunday Hotels offered modern travelers a refreshing break from routine through bold signage, curated food & beverage, quick check-ins, and Instagram-worthy spaces. Targeting families, business travelers, and event-goers, the brand blended new-age energy with old-school infrastructure.

As per OYO data, 90% of bookings are made by men. My team’s research, though, pointed to women guests being the decision-makers behind the choice – and duration – of stay. This led to many initiatives. From our handles, we reached out to trolls on the brand’s page, asking them to subtly modify their behaviour when commenting on our posts. Women were protagonists and not bystanders, in all of our film work. I led and facilitated workshops for call centre employees in rectifying how they addressed women.

OYO’s US launch – zero TV spend. 4 newly minted Youtube Influencers.

Of all the country launches I spearheaded (China, UK, India, Mexico, Brazil), OYO’s Stateside foray will always stay with me. I deployed frugal but highly effective marketing - giving sassy but unknown netizens, people who might bunk at OYOs, a chance to record their shenanigans across US cities. Their days, nights and exploits kickstarted our US Youtube page, and got us culture cred with a Snap-happy generation.

Pandemic trust-building intervention: see the sanitization

“Sanitized before your eyes” became, more than a hashtag,  a powerful customer retention strategy and work around the same made Oyo’s honesty of purpose stand out in a blitz of mis-information and media finger-pointing. 

Birthing new sub-brands

A part of the OYO playbook has been curating a slew of stay options – each with a distinctive look and vibe. Loyalty brands like OYO Wizard to hotel chain brands like OYO Townhouse, with its distinctive London townhouse-inspired façade, Silverkey – the brand’s service apartment offering, the much-vaunted flagship property at Times Square and OYO Vegas.

Vacation homes in Europe:
More Space. More Fun.

To drive summer bookings for 2025, Belvilla and DanCenter launched a pan-European campaign focused on families and large groups—audiences for whom space is non-negotiable. Unlike cramped hotel stays, our vacation homes offer room to relax, play, and truly connect.

The campaign, titled "More Space. More Fun.", positioned holiday homes as the ideal accommodation for memorable getaways. With new properties across the Alps, Denmark, Spain, and more, and exclusive offers for direct bookings, we showcased the joy of spacious stays through high-impact video, influencer content, and app-first incentives.

The result? A 10% YoY booking growth, 45% YouTube VTR, and significant gains in app engagement and direct bookings.

Social First Brands

OYO transformed its social media strategy from an entertainment-led approach to a growth-focused engine that drove real business impact. While the brand had always enjoyed high engagement online, this seldom translated into traffic or bookings. The breakthrough came from rethinking the role of each platform—Instagram became a travel vlogger’s feed, Twitter mimicked a relatable traveler, and LinkedIn voiced an OYO employee.

By making platform-native, emotionally resonant content that nudged users toward decision-making, OYO saw a 400% increase in social hotel inquiries and significantly improved brand perception. The result: social became a key contributor to OYO’s top-of-funnel growth—organically, and at scale.

Righting India’s inherent gender bias at every touchpoint inside the OYO brand

A Patron is born. Reframing OYO partnerships.

Having a small hotel owner believe in the brand is core to Oyo’s growth. With new nomenclature, landing pages and a communications how-to, our Net Promoter Score and adoption and consequently revenue, saw an increased uptick.

OYO Rooms to OYO -a sea change in digital metrics and brand perception.

With new product features – nearby stays, premium stay options, easy cancellation, a concerted digital re-brand and left-of-centre work with influencers who don’t have to try too hard, OYO Rooms became OYO – sassier, younger and more in tune with what the world wants from the world’s Number One hotel bookings platform.

Other brand planning feats, big, small, noteworthy

  • Foundation of brand OYO

    Led brand’s quest to uncover the why, how and what of existence. We moved from a hotel to a technology brand.

  • Increased value via design

    To improve brand equity, I led the experiment to create a new design system. The new design system created by Team Collins in NY increased room revenue by 15%.

  • IPO filing

    From bringing global brand consistency to communicating our ESG commitment, I led corporate brand readiness for the company’s IPO filing.

  • Increased yield with Vaccinaid

    Created a social wellbeing tool, which improved room revenues by 3X. The product was awarded the Social Impact Award (Technology) at Inn Tech Award and Design Thinking for Good at Design & Innovation.

  • YO! Chat

    Humanising the bot. Yo! was recognised as the “Best Chatbot”. It was awarded ‘Transformation of the Year’ at Excellence in Customer Service Award.

  • OYO CARE

    During the COVID-19 crisis, we transformed the brand from selling rooms to helping people stay home and avoid rushing to hospitals by distributing self-monitor DIY kits.

  • Simplified Co-OYO to drive adoption

    Increased adoption of the product by simplifying brand architecture and proposition on Co-OYO (our hotel business app). It was awarded Outstanding Product at the Global Business Excellence Awards.

  • Nickable toiletries and a new revenue source

    Designing and marketing of OYO toiletries as a B2C product.

  • Expanding Audi India's presence

    From launching new social channels to executing the first TV-Twitter integration campaign. I led Audi India’s digital and social planning at WK, New Delhi.

  • Foundation of Digital Experience

    Ensuring 6E digital experience

    Transformed IndiGo into a digital-first brand, by revamping its website and content templates to scale the brand online.