Fragments
What the work looked like. IndiGo's homepage and Audi India's Instagram, both from that stretch — evidence of the client brands and the digital surfaces the planning work fed into.
Three years inside one of the world's most respected creative networks.
I was a planner at Wieden+Kennedy Delhi from 2014 to 2017. Junior. Then less junior. Never running the room, but always in it.
W+K's Indian office at the time was one of the most concentrated creative rooms in the country. I worked on the brand planning side across four accounts — Nike, Audi, IndiGo, and DBS — and got to see, from close range, how some of the best creative work in the country got made.
What I took from those three years wasn't a set of campaign credits I could claim. It was a set of taste standards, a way of writing briefs, and a very specific sense of when an idea was actually done versus when it just felt done.
Nike. I contributed as a planner on "Da Da Ding," the film that reframed how India talked about women in sport. My role was planning-side, on a team where the creative and account leads were doing the heavy lifting. I was in the room, not at the front of it.
IndiGo. Brand planning and social presence during the airline's formative years on platform. Trend-jacking, insight-led planning, and internet-based brand conversations that helped IndiGo develop a voice distinct from the legacy carriers.
Audi India. Digital and social strategy during the brand's early years building an online presence for the Indian market.
DBS Digi Bank. Brand planning support for the launch of Southeast Asia's first digital-only bank in India.
The taste standards, the way of writing briefs, and a sense of when an idea is actually done.
What Wieden+Kennedy trained into me — and what shaped how I run brand work at PRISM today — was three things.
First: the discipline of the brief. A good brief is a short, honest, specific piece of writing. A bad brief is a long list of things you'd like to be true. Learning that difference is a career-shaping skill.
Second: taste. You can't teach it directly, but you can teach it by osmosis if you put a person in a room where good work is being made and let them absorb what "good" looks like. W+K's Delhi office was that room.
Third: the humility that comes from being genuinely junior around genuinely great people. It's a stance I've tried to keep long after I was allowed to stop being junior.