Work I ace at
Not just customerlifecycle management.Performance.
Push and in-app communication for ZEE5 — the smallest unit of platform communication, and the one that decides whether the catalogue behind it ever gets opened.
- CRM
- Push Notifications
- In-App Messaging
- Lifecycle Communication
- Performance Copy
- Content Discovery
- Retention
- Sell the plot, not the titlePaddington 2
Popular Paddington is…
Mystery of a Stolen Gift
Watch Paddington 2 now
A family film everyone already knows gets reintroduced as a mystery. The tray line is cut mid-sentence on purpose — the gap is what opens the notification.
- Give the audience permissionA Bad Moms Christmas
Comedy got Slapstick
Moms Ought to Have Fun
Bad Moms time on Zee 5
The title is doing the comedy already, so the copy does something else: it hands the viewer a reason. Not a description of the film — an argument for watching it tonight.
- The synopsis is the pitchHai Jawaani Toh Ishq Hona Hai
www.zee5.com
Double Trouble in Love!
Witness the tale of Jass and his twin lovers as they live through the journeys of love, lies, and choices.
The long form of the same discipline. Where the tray gets four words, the expanded card gets a paragraph — and it still has to open on a hook, name the draw, and close on an instruction.
- Speak the audience's language, literallyLegacy
Raftaar x KR$NA Live
Desi Hip-Hop Ka Manch Hai
Tera Time Aa Gaya! Watch on Hindi Zee 5
Hinglish, not translated Hindi. The line only works if you write in the register the audience actually texts in — and for a hip-hop property, the register is the proposition.
Small space. Strong opinions.
- 01
Four words, one line
A tray notification is the tightest brief in the building. There is no room to explain, so the line has to do one job completely rather than three jobs partly.
- 02
A hook, not a headline
The measure isn't whether the line is clever. It's whether someone who wasn't thinking about watching anything now is. Curiosity has to be earned, not manufactured.
- 03
No bait
A tap earned by misdirection is a tap you pay for twice — once in the churn, once in the trust. What the notification promises has to be what the title delivers.
- 04
The register is the message
Hinglish, not translated Hindi. For a lot of the catalogue, writing in the language the audience actually texts in is not a style decision — it is the proposition.
Contact
Have a brief thatrefuses to behave?
Let’s make something people remember.
Based in
Mumbai, India
Open to
- Creative Strategy
- Communication Strategy
- Senior Leadership Opportunities
- Brand Collaboration
- Campaign Consulting