Showrunner | Format Creator | Creative Director at Independent Consultant

Creative Leadership & Format Development: Conceived and built multiple original unscripted formats across youth, dating, captive reality, gameshows, improv, experiential, and competitive food genres — engineered for scalability across networks and OTTs. Drove end-to-end creative strategy, shaping narrative architecture, character arcs, episodic cadence, story engines, set grammar, and overall show DNA. Applied audience strategy using FGD insights, behavioral patterns, heatmaps, and demographic viewing data across Tier-2, and Tier-3 markets to inform casting, beats, story flow, and retention design. Originated Engaged (JioHotstar | 1.8 crore+ views) and developed Battleground (Amazon MX Player), strengthening platform engagement and audience stickiness. Cross-Functional & Platform Collaboration: Partnered with OTT content teams, marketing, brand leadership, sales, and creator ecosystems to align creative intent with platform strategy and monetization needs. Led high-stakes projects like YouTube FanFest India 2022, coordinating India–Singapore hybrid workflows and influencer-driven content structures. Execution & Production Strategy: Directed and produced 150+ vertical films, leveraging mobile-first audience behavior and short-form consumption patterns to design formats optimized for reach, retention, and shareability. Built and mentored multidisciplinary creative pods (writers, APs, story producers, edit supervisors, casting, and digital teams) to deliver fast-turnaround, platform-aligned content. Designed brand IPs for Hyundai (KBC S15/S16), Asian Paints, Cadbury, iQOO, balancing creative integrity with measurable brand impact.

Commissioning Editor at MX Player

Content Strategy & Commissioning: Developed and commissioned Love OK Please (travel–dating format; SCREENXX Gold), shaping it through platform insights, demographic data, and creative strategy. Evaluated, refined, and greenlit pitches using strong editorial judgment, understanding of platform needs, and evolving unscripted trends. Audience & UX-Integrated Creative: Used audience intelligence and UI/UX pathways to design content journeys that increased session time and binge-readiness. Built branded content frameworks that aligned narrative beats with viewer behavior and advertiser objectives. Cross-Functional Alignment: Collaborated with Sales to create brand-first IP, ensuring alignment between consumer insights, brand strategy, and content execution. Served as a creative partner to production houses, guiding show bibles, treatments, PPMs, and episode structures.

Creative Director | Director at Independent Consultant

Showrunning & Creative Strategy: Directed premium unscripted formats across talent, food, travel, lifestyle, fashion, stunt, youth, glamour, and dating — overseeing story construction, visual language, and character arcs. Brought creative strategy to every project — determining tone, pace, treatment, format design, and narrative engagement mechanisms. Applied audience strategy to build episodic momentum, increase emotional payoff, and maximize retention across long-running daily & weekly reality formats. Large-Scale Production Leadership: Led teams of 100–180+ across multi-camera, single-camera, captive, and high-mobility outdoor setups. Designed and supervised creative workflows: research → scripting → on-floor execution → story producing → post-production→ packaging. Flagship Achievements: Showran India’s Next Superstars Ki Paathshaala — a 65-episode captive reality series for Star India, establishing a repeatable reality grammar for talent-driven shows. Delivered genre-defining titles including Splitsvilla, Indian Idol, X-Factor, Raja Rasoi, Stuntmania, Style and the City, The Great Indian Rasoi, and more. Built strong relationships with networks and brand teams to weave advertiser narratives into high-impact creative moments.

Creative Director at Freemantle / BBC Studios India / Endemol Shine India / Colosseum / Rangrez / Face Entertainment / Via Earth Films

Led multi-genre unscripted formats across youth, dating, reality, game shows, and lifestyle; engineered creative strategy, narrative architecture, character arcs, episodic cadence, and show DNA; guided end-to-end creative processes.