Career Seasons 1 Awards: Clio - Film Craft (Bronze) Effie - Consumer Products (Silver) CMO Asia - Marketing Campaign of the Year Campaign Asia Event Marketing Awards - Best Integrated Marketing (Silver) CMO Asia - Best Fintech Marketing Campaign 2 3 4 Originals Find me on Synopsis praveenbalachander@gmail.com Web News18 Network18 ’ s campaign to promote its digital arm – news18.com, delivered in spades. Resulting in a huge spike in viewership, News18.com clocked a record 562 million users, beating Times Internet on election day. Get Closer to The News Social Paperboat One of India ’ s most adored young brands began its journey with us. A glimpse of the good old days, brought alive by recreating fond memories on social media every day. Life is Still Beautiful TV Wrogn Can an ad gift you the most precious thing in the universe — time? Virat Kohli ’ s fashion brand WROGN aired these 2019 IPL spots on Hotstar, that gave their airtime back to the viewers to do whatever they please. #WrognTimeout Are you still watching? Dogs bring me so much joy that I help run Goodest - a canine rescue and rehabilitation initiative for those who touch our lives with a warm heart and a wet nose. Social, OOH Licious A provocative campaign for a digital purveyor of world-class meats that got tongues watering and wagging. Converting Vegetarians Twitter Wrogn Virat Kohli ’s orchestrated ‘meltdown’ on Twitter did exactly what it intended to do — have the Wrogn ’ s name trend organically, with countless number of engagements and enough noise to get the press speculating. Virat ’ s Viral Spiral Social Zivame A comic series that doubled as the lingerie brand ’ s social commentary. Hot takes. Hotter innerwear. With a fun, feminist lens on life. Hook, Line & Thinker 2007 - 2010 Senior Sales Consultant - Saud Bahwan Worked closely with principals in Japan to promote sales of Toyota's heavy duty truck brand HINO across the MENA region. Shortly followed by a transfer to lead sales for Germany's renowned brand of MAN trucks. 2018 - 2019 Associate Creative Director - Dentsu McGarrybowen Led the digital creative team and worked on brands like OLA Cabs (Uber's largest Indian competitor), MG Motors, Suzuki Two Wheelers, Bharat Benz Trucks and Van Heusen. Was part of a core team to lead work on pitches. Realized true calling after an internship at Ogilvy. Began a career in advertising as a copywriter. Built a body of award-winning work on a wide range of brands across industry verticals - fashion, F&B, electronics and more. 2011 - 2018 Copywriter - Fisheye Creative Solutions A second stint that led to more campaigns for food, fashion and tech brands, including working closely with India's leading Bollywood ambassadors and cricketing youth icons like Virat Kohli, Kriti Sanon and many more. 2019 - 2021 Creative Group Head - Fisheye Creative Solutions 5 S E R I O U S L Y 2021 - 2023 Creative Head - Pine Labs Built and led an internal creative team of 10 at one of Asia's largest fintech giants. Worked on the brand's global identity relaunch including mission, vision and culture code, followed by multiple award-winning campaigns. Activation Silver Effie Award winner. What kind of tea brand would dare send the US Presidential Candidate enough green tea for a full term, in a crazy attempt to ‘purify’ him? Trumping Donald Te-a-me Web Ms.Taken On Women ’ s Day, Kriti Sanon ’ s fashion label Ms.Taken told it like it is. 15 million views in over 40 countries. Over 200,000 shares. No big deal. Happy Whatever Film + Digital AllTap When COVID shut the world down, a brave few stepped up. This ad film honoured those who kept India open. Along with a digital activation leg, it fetched multiple awards including a Bronze Clio in Film Craft. #WarriorsAtWork 12+ years of copywriting experience in award-winning creative communication, honed with a disruption-first approach. Specialized in identity creation, launch strategy, brand marketing and social media engagement. Most recently, made fintech fun tech as Creative Head of Pine Labs - one of Asia's leading fintech unicorns.