Kabhi-kabhi art ke se saath copy free aa jaati hai, koi rakh leta hai toh koi jaane deta hai.

Let's take Apple's 'Think Different' campaign as an example. This iconic positioning was crafted by designer Craig Tanimoto (often mistakenly attributed to others). It began as placeholder copy—a simple positioning statement that didn’t seem like much at first. But over time, it evolved into a defining mantra for the brand. This shows how an idea in a designer’s mind can grow into something much bigger. This page is dedicated to some of the projects where my writing has played a role—whether in advertising and design campaigns, or in the form of poems and songs. This section is still a work in progress and will soon feature more projects.

I recently wrote my first Hindi song, Dhundhalsa, as part of an exciting collaboration. The music, composition, and vocals were brought to life by Anand Holla, with music production by Siddharth Basrur, and mixing and mastering by Zain Calcuttawala. I had the pleasure of co-composing and writing this track.

The Last Local is an Instagram platform spotlighting late-night news, Bollywood highlights, and stories dedicated to those who burn the midnight oil—journalists, advertisers, chefs, doctors, and more.

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