"But in the end, stories are about one person saying to another: this is the way it feels to me. Can you understand what I’m saying? Does it feel this way to you?"
- Kazuo Ishiguro
Hello, I’m Deep.
If we set the designations and labels aside for a second, I am just a regular person shaped by experiences, hopes, dreams and fears.
My career did not begin in advertising. It began in consulting. For fifteen years, I worked in research, go-to-market strategy and stakeholder-heavy environments. I built teams, worked with data, supported complex business decisions and learned how organisations think.
My love for the spoken and written word slowly led me to a shift in direction. I moved into creative strategy, then into writing and narrative building, and eventually into leading creative mandates. Today, I work closely with leadership teams and marketing heads to shape how brands speak, what they stand for and how they show up in the world.
Some days it means screenwriting an ad film.
Some days it means refining a single line until it finally feels right.
Some days it means staring at the ceiling, pencil in hand, talking to myself.
The consulting years never left me. They gave me structure and clarity. The creative years gave me expression. And in that balance, I’ve found my rhythm.
I am a heavy metal drummer who gets lost in Bhupen Hazarika’s voice.
I lose track of time reading. I cry at the movies . I baby talk to cats and dogs
I feel things deeply and try to translate those feelings into words.
That sensitivity is not separate from my work.
That is the work.
Approach
I suppose the simplest way to say this is that I care. About people. About nuance. About getting things right.
A lot of how I work comes from who I am. I have been shaped by my own observations, my mistakes and expectations. By moments of self-doubt and quiet conviction. All of that now shapes how I understand brands and the people they speak to.
To me, brands are human. They are built by real people and meant for real people. I try to understand what a brand feels beneath the surface. What it hesitates to say. What it wants to become.
I still begin with pencil and paper. I write drafts in a notebook and refine them obsessively before a single keystroke. This old-fashioned slowing down helps me think. About what I want to say. And how I want to say it.
My experience and learnings have helped me be comfortable in very different spaces. Sometimes the work calls for something quiet and emotional. Sometimes it needs to be sharp, snappy and almost irreverent. I do not see these as extremes. To me, they are simply different moods of the same mind. They keep the work honest.
At the end of the day, I’m grateful to be doing what I love, letting my imagination run free, bumping into inspiration at the unlikeliest of places, and enjoying my own puns more than I should.
SERVICES
I help brands say what they truly mean and shape it so it resonates across audiences and cultures.
Creative Leadership
Brand platforms. Campaign ecosystems. End-to-end direction.
Brand Voice & Positioning
Narrative architecture. Messaging systems. Long-term clarity.
Campaign Development
Integrated ideas across film, digital and culture.
Copy & Story
Films. Manifestos. Headlines. Internal narratives.
Design & Visual Direction
Identity systems. Aesthetic oversight. Visual coherence.
Social & Contemporary Work
Cultural relevance. Platform fluency. Sharp one-liners.
AI-Enabled Execution
Rapid visualisation. Intelligent execution. Human-led.
Boardroom Alignment
Clear thinking. Structured presentations. Commercial depth.
My Clients
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