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Creative Consultant
Exploring AI & Emerging Media for Next-Generation

Entertainment Worlds & Experiences |

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​For over 15 years, I worked at the heart of India’s film industry

with Yash Raj Films (YRF), one of the country’s most influential

and globally recognised movie studios behind many of India’s

biggest box-office successes.

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During my time there, I led the visual development and

marketing campaigns for more than 50 films, working closely

with legendary filmmakers including the late Yash Chopra

and  Aditya Chopra, as well as many of the industry’s leading

directors, cinematographers, photographers and actors.

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Starting as a graphic designer, I went on to build and lead

India’s first fully integrated in-house design studio within a film

production company, establishing a system that handled the

entire creative process from concept development to final

marketing assets across the studio’s film slate and business

divisions.

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As Chief Designer, I helped shape the visual marketing language of Bollywood during a period when the industry was transitioning from traditional movie publicity to more globally influenced cinematic campaign aesthetics. My work spanned multiple areas of entertainment design including film posters, title design, motion graphics, trailer packaging, promotional campaigns, digital content, merchandise, event design and studio branding.

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I also led several creative initiatives that introduced new visual formats to Hindi film marketing, including early motion posters, lenticular promotional media, kinetic typography lyric videos and AR marketing concepts.

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Among the projects I’m most proud of was leading the design work behind the corporate rebranding of Yash Raj Films, redesigning the studio’s iconic logo and developing a cohesive visual identity as the company evolved into India’s premier film production house with the country’s only fully integrated film studio.

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During a period when YRF was expanding beyond its classic romantic brand identity, I helped develop the visual aesthetic for the studio’s move into the action genre with the launch of Dhoom, widely regarded as one of India’s earliest modern action franchises.

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This was followed by developing the visual direction for Ek Tha Tiger, YRF’s first international spy action-thriller, which later became the foundation of what is now known as the YRF Spy Universe.

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After my time at YRF, I spent a short period in the UAE as Creative Head at Ajanta Packaging (Sharjah), where I helped restructure and lead the creative team while introducing stronger creative processes and design workflows.

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Since then, I have worked independently, applying cinematic storytelling and visual development techniques to selected brand and entertainment projects, including campaign and packaging work for Ching’s Secret, featuring Ranveer Singh as Captain Ching, as well as the Bollywood-inspired packaging design for their product Badnaam Chutney.

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My current focus is exploring how AI and emerging creative tools can support early-stage visual development helping creators and decision-makers rapidly visualise narrative worlds, concepts and creative directions long before production begins.

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What fascinates me most is working on projects where storytelling and visual design shape how entertainment worlds are imagined, bringing creative elements together into a coherent vision.

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I’m particularly interested in collaborating with filmmakers, studios, brands and creators exploring the next generation of storytelling across film, entertainment, immersive media and experiential worlds.

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WORK HISTORY:

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YRF Design Cell

Set up and successfully worked a state-of-the-art in-house design studio for YRF from 2000 - 2015. Developed and created all the publicity designs for promoting/marketing all the movies from Yash Raj Films and Y-Films. Led and built a strong & dependable team and supervised all creative and collaterals for YRF Studios, YRF Music, YRF Home Entertainment, YRF Digital and Social Media, YRF Merchandise, YRF TV Shows and Events etc. Created compelling visual assets. planned & directed photo-shoots with movie stars. adhering to the high-quality standards synonymous with YRF, managed multiple projects with attention to detail & accomplished all deliveries on time. Developed ideas to promote movies in local and International print publications & online mediums using innovative and memorable campaigns. Designed clutter-breaking, eye-catching and engaging standees & billboards for movies, in theatres globally, including some of the leading International Film Festivals like Cannes Film Festival etc. 

 

YRF Home Entertainment

Created digital mock-ups & packaging prototypes for development of Blu-Ray, DVD, Audio CDs, Audio Cassettes & LPs.

 

Books

Designed Booklets & Premium, Glossy Hardcover Books, Coffee Table Books, Behind-the-Scene Books of popular movies.

 

YRF Online Store / Merchandise

Conceptualized and developed various interesting merchandise created for use in a movie and subsequently for promotion/sale on YRF Store or as a tie-up with brands like Pepe, Disney etc. for sale in select stores across the country.

 

Movie Trailer / Promo Packaging

Created motion graphics concepts to package and design the Movie Teaser, Theatrical Trailers & TV Promos of all YRF movies.

 

YRF Digital / Web

Created concepts & designs to promote movies online on various websites & social media using various mediums like Vine, Facebook, Twitter, Meerkat, Periscope etc. Conceptualized ideas to create unique video content for the YRF Digital using movie stars managed by YRF Talent Management like Rani Mukerji, Ranveer Singh, Anushka Sharma, Arjun Kapoor, Parineeti Chopra etc.

 

Event Design

Created set designs for movie promotional events e.g. Movie Sets, Movie Premieres, Launches, Press Conferences, Celebrity Meets etc.

 

YRF Calendar

Art direction of premium and exclusive YRF Calendars with movie stars in conjunction with their new movies releasing under YRF in that particular year.

 

YRF TV

Massive launch announcement campaign in Print, TV and Online for YRF TV, across city and nation. TV show logos, Posters, Photoshoot, Ads, Billboards, Promo Packaging for all YRF TV shows were also created.

 

YRF AD Cell

Created concepts to shoot & design Advertisements (Print & TVC Digital) for popular brands for clients handled by the Ad Cell.

 

TECHNOLOGY

Updated various departments about new techniques & trends in technology & software to add value to their respective work e.g. Augmented Reality [Design & Marketing], Vine [Digital Marketing], Meerkat [Events, Talent Management & Digital Marketing], DVD Studio Pro [Home Entertainment], Element 3D [Movies, Trailers & Promo Packaging] etc.

 

ACHIEVEMENTS

Founded & set-up the first ever state-of-the-art in-house design studio to handle concept-to-completion of design for a movie production house in India.

 

An honour to have worked with/designed for the Legendary Movie Mogul/Producer/Director (Late) Yash Chopra, on creating iconic looks of two of his most popular movies, one a classic 'Veer - Zaara’ and the other his last directorial venture 'Jab Tak Hai Jaan'.

 

To have worked Design Director with the Legendary Director/Chairman/Creative Head of YRF, Aditya Chopra, closely on all creatives for YRF.

 

Re-branding of YRF for a Corporate and Studio identity from a movie production house after 36 years, including re-design of the famous YRF logo as well as stationery, brochure, art installation etc.

 

Shaped Bollywood trends like India's first Motion Poster [Ek Tha Tiger], Kinetic Typography based lyric videos for movie songs, Lenticular Standee [RNBDJ], Foil Printed Standee, re-introduced the 'classic hand-painted’ style for contemporary movie posters back in Hindi Cinema [Ishaqzaade].

 

Designed the logo and branding for Y-Films, an entity of YRF focusing on youth oriented movies and to be a platform for talent  -  both on-screen and behind the scenes.

 

Created the branding image for DHOOM, one of Bollywood's biggest blockbuster brand & franchise globally recognized for Style, Speed, Sexy and Cool which went on to become a Trilogy.

 

A privilege to closely work with the biggest & best names in the Industry.

- Walt Disney [Roadside Romeo]

- Pepe [Dhoom Merchandise]

- Movie Actors: Amitabh Bachchan, Rishi Kapoor, Shahrukh Khan, Aamir Khan, Salman Khan, Abhishek Bachchan, Irrfan Khan, John Abraham, Hrithik Roshan, Ranveer Singh, Ayushmann Khurrana, Karthi, Prithviraj Sukumaran, Akshay Kumar, Saif Ali Khan,  Aishwarya Rai, Priyanka Chopra, Rani Mukerji, Katrina Kaif, Anushka Sharma, Shraddha Kapoor, Kareena Kapoor, Parineeti Chopra, Bhumi Pednekar etc.

- Directors of Photography: Anil Mehta, Ravi K. Chandran, Sudeep Chatterjee, Nirav Shah, Ayananka Bose etc.

- Movie Directors like [Late] Yash Chopra, Aditya Chopra, Kabir Khan, Shimit Amin, [Late] Sanjay Gadhvi, Vijay Krishna Acharya, Shaad Ali, Ali Abbas Zafar, Siddharth Anand, Maneesh Sharma etc.

- Photographers like Tarun Khiwal, Suresh Natarajan, Prasad Naik, Avinash Gowariker, Majid Khan, Zaheer etc.

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