I work at the intersection of brand strategy, IP development, and cultural storytelling to create work that resonates. Based in Toronto, working globally.
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Conceptualized and produced a year-long digital series #50Songs50Weeks50Languages for artist and creator, Avanti Nagral where she released one song every week in a different language, celebrating the richness of linguistic and cultural diversity through music. See more
The campaign reached millions of viewers globally and resonated deeply with audiences, particularly those from underrepresented linguistic communities who felt seen through the representation of their languages and cultures. The overwhelming response ultimately inspired the creation of Carnival of Culture, a cultural live experience celebrating identity, heritage, and cross-cultural exchange.
A ten-episode micro drama built around a single misdirection. The audience follows Avanti as she prepares for 'the big day,' assuming it's a wedding, while she's actually orchestrating the public launch of her creative tech start up, The Bread Butter Company. See more
Each episode peels back another layer, through family pressure, cold feet, styling sessions, a girls' night, a father-daughter moment, and the day itself. I developed the concept, wrote the narrative arc and all ten episode scripts, and produced the series end-to-end. The Big Day releases this month as the lead-up to the official launch of The Bread Butter Company.
A creator-driven episode series produced in collaboration with Facebook India, built around one of the most unforgiving creative formats there is: live improvisation. Shot at the Facebook India office, each episode brought Avanti together with a creator from a completely different world, football freestyle, fitness, food, music, and magic, who gave her live prompts and watched her compose a song on the spot in real time. See more
No scripts, no safety net, just the concept and whatever came out of it. I developed the idea, selected and coordinated the creators, and worked with the Facebook team to oversee edits and distribution across Facebook and IGTV, releasing every two weeks.
A mental health awareness campaign launched at the peak of the pandemic, when isolation was at its highest and access to support was at its lowest. We partnered with mental health organisations across India to offer free and subsidised therapy to young people who needed it most. See more
We collaborated with 50+ creators who shared their own mental health journeys publicly, turning the campaign into something much bigger than a single release. A companion influencer campaign extended the reach further. The result was a community-wide conversation at a moment when that conversation genuinely mattered.
A two-season digital series that did exactly what the name suggests. Season 1 tackled menstrual health. Season 2 went further, taking on sexual health for a broad Indian audience at a time when neither conversation was happening openly online. See more
Co-produced with Terribly Tiny Tales through their Dobara channel, each episode was built to be warm, accessible, and genuinely informative without being preachy. The goal was to meet people where they were and make space for conversations they didn't know they needed. It worked.
Carnival of Culture began as an idea: take the #50Songs50Weeks50Languages series off-screen and into a room with real people. I co-produced the Mumbai edition from inception, managing every layer of the build, venue sourcing, ticketing, security, a 30+ performer lineup, NGO partnerships, brand integrations, art installations, and a 6-piece live band. See more
The mela-style ground floor featured NGO booths, a block printing station, open art spaces, and student performances from Furtados School of Music. 1,000+ attendees, 25 languages, 10 experience zones, produced in partnership with the Ministry of Textiles, India, whose saree installation anchored the entire space. Mumbai was the first edition. It's designed to travel.
An invite-only evening for the music industry, co-hosted with Universal Music Canada at their 80A space in Toronto. I curated the South Asian artist lineup, coordinated a selection of South Asian restaurants and food businesses to set up within the space, and managed all event-day operations from soundchecks through to guest relations. See more
The idea was simple: create a room where South Asian artists and industry folks could actually be in the same space together. It worked.
Four tracks. Four distinct cultural moments. Rather than treating this as a single album rollout, every song was given its own campaign, its own music video, and its own social impact angle. The title track sparked a wave of UGC with creators worldwide sharing double standards they'd faced personally, and the audio trended on Instagram. See more
(Im)perfect took a different approach entirely: community-first casting, with real audience members selected through an open sign-up to appear in the music video alongside influencers. Permission reframed consent as something aspirational rather than administrative. Jealous leaned into nostalgia and the FOMO of loving someone's whole story. The EP was conceived as a platform for conversation, and each track held up its end of that promise.
A music video built around one of the most universal feelings there is: the moment after a relationship ends when you're not sure who you are without it. I directed the creative narrative, centering the visual storytelling on Avanti's own experience of a breakup and the quiet, difficult work of rebuilding self-worth after loss. Intimate in tone, honest in execution.
I led the creative direction on this music video, shaping the visual language and narrative arc from concept through to execution. A companion piece in feeling to Give Up, The End sits in that specific emotional space where something is over but hasn't quite been processed yet.
A track built around making consent aspirational rather than transactional. I executive produced the music video, overseeing the full production from pre to post, ensuring the visual execution matched the track's playful, intimate, and genuinely progressive energy.
I executive produced this music video end-to-end, managing the full production process and ensuring creative alignment across every stage. A softer, more vulnerable piece in Avanti's catalogue, and one that required a production approach to match.
A cosy business podcast hosted by Avanti Nagral, built for people who've turned their passion into a career and want to talk honestly about what that actually looks like. Each episode is a conversation with founders, creatives, and CEOs about the real experience of building something. Not the highlight reel. The full picture. See more
I was involved in conceptualising the show, developing the pitch, and bringing on brand partnerships to get it off the ground. The BreadButter Show drops every two weeks on YouTube, with clips across Instagram, TikTok, Spotify, and Apple Podcasts. Coming soon.
Two back-to-back sold-out shows in a single day. Zakir Khan became the first Indian comedian to perform an all-Hindi set at Scotiabank Arena, and I was on the ground making sure every part of the production ran. See more
Operating via The Bread Butter Company, I brought on and managed the full media team handling photo, video, and post-production edits, alongside the hair and makeup team. A landmark night for South Asian entertainment in Canada, and one I got to be part of from the inside.
A public ticketed evening at The Drake Hotel celebrating the Birth of Punjabi Garage, featuring a film screening with Yung Singh, a Q&A moderated by Salvin Chahal, and a DJ set by Sikh Knowledge. See more
I managed all on-ground logistics on behalf of Ode, from ticketing and vendor coordination through to talent management and billing on the night. A different kind of event, and proof that great cultural moments don't need a big stage.
Avanti's debut album needed a live show that truly brought the music to life. I produced the Quarter Life Crisis concert end-to-end at G5A Foundation for Contemporary Culture in Mumbai, a 100-person intimate ticketed show covering everything from visuals and photographer to event lineup and ticketing via BookMyShow. See more
The part I'm most proud of: the opening act was curated entirely from Avanti's digital community. An open form submission invited fans to apply to perform, and selected community members took the stage before the headline set. It gave the night a different kind of energy. Real people, not just industry.
Curated the Mumbai launch event for Aparna Shewakramani's book She's Unlikeable: And Other Lies That Bring Women Down, published by HarperCollins India. Aparna is best known from Netflix's Indian Matchmaking. See more
The evening was an intimate panel-format conversation, and my role covered end-to-end event logistics, building out the guest list, and coordinating all photo and video on the night. Small room, the right people, real conversation.
An invite-only listening party and live event celebrating Daksh Kubba's debut album, produced remotely. I handled the guest list, curated the flow of the evening, and coordinated all photo and video capture and output. See more
A carefully considered night for the music industry community, built to give the album the moment it deserved.
The idea started simply: take the digital community offline. Across seven cities on three continents, Mumbai, Bangalore, Toronto, London, New York, LA, and San Francisco, I organised gatherings that brought Avanti's online audience into a real space together. See more
Picnics, cafe meetups, games, conversations. No big stages, no formal programming. Just Avanti and the people who showed up for her, in a room, being real with each other. I conceptualised and led the initiative across all cities, from location curation to on-ground management.
My career lives at the intersection of culture, content, and commerce. Having lived and worked across India, the US, and Canada, I bring cross-cultural fluency that helps brands navigate multicultural audiences without tokenizing the experience.
I think before I act. Every engagement starts with understanding the business goal, the audience, and the creative opportunity. I work collaboratively, not transactionally, and I'm most effective when I'm treated as a partner rather than a vendor.
I develop campaigns that are strategically sharp and culturally resonant — the kind that land with real audiences, not just on a brief.
I identify, structure, and manage brand partnerships that make sense — culturally, commercially, and creatively. I understand both sides of the table.
I help brands and founders turn ideas into living, breathing properties — podcasts, digital series, live experiences, content formats.
I'm based in Toronto and work globally.
If you're building something exciting or different, I'd like to hear about it.