Work
The work speaks. Read what went into it.
01
Skillrecruit
"23,000 followers don't lie."
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01 · Skillrecruit
A recruitment agency that finally had something to say.
Problem
The page was active but empty. Topicals nobody asked for, promos nobody read, trending content that had nothing to do with recruitment. A lot of posting, no point of view.
Insight
Two very different people are job hunting at any given time. One needs any opportunity, the other won't compromise on how they're treated. One brand voice had to hold both without losing either.
What I did
Built a content direction around questions job seekers were already asking themselves but nobody in the industry was saying out loud. Still on a 2020 salary in 2025? Is that promotion actually just more responsibility? Carousels became the primary format, two to three times a week. One boosted post across seven months. Worked with a copywriter on select pieces to keep the words as sharp as the strategy.
23K
New followers
90%
Majorly organic growth
Work Samples — Carousel 01
Carousel 02
02
Neurokrish
"From near zero to 5.3M views."
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02 · Neurokrish
A neuroscience podcast that people actually followed.
Problem
A neuroscience podcast built for general audiences, starting from nothing, across five platforms simultaneously. Dense, academic, complex. And somehow needing to be scroll-stopping.
Insight
Nobody seeks out content about the prefrontal cortex. But everyone has questions about why they can't sleep, why they self-sabotage, why certain people affect them the way they do. The science was always interesting. It just needed the right entry point.
What I did
Every episode: sat through an hour of neuroscience, understood it, built the slide structure for YouTube, wrote platform-specific content across Instagram, Facebook, LinkedIn, X and Spotify. 70 episodes. 195 posts. A system that held together across all of them.
7.4M
Total cross-platform reach
87K
Link clicks driven
70
Episodes sustained
If you've heard of Neurokrish, that's this.
Work Samples — Creative 01
Creative 02
03
Soundarapandian
"Authentic in a world chasing AI."
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03 · Soundarapandian Bone & Joint
40 years of trust. A new generation to earn it with.
Problem
A 40-year-old institution with genuine word-of-mouth reputation, trying to speak to a generation that didn't grow up with it. Most healthcare content in India leads with fear: dramatised threats, worst-case scenarios. We went the other way.
Insight
The trust was already built. The work was reaching people who hadn't inherited it yet. That audience doesn't need to be scared in. They need to feel like this place was made for them too.
What happened
Content with real humans speaking on camera consistently outperformed everything else. In a space racing toward AI-generated everything, authentic faces and real voices won. The scripts were mine. The doctors delivered them. The results were clear. That became the direction.
If given full control
Lead with familiarity over authority. Make the doctors people before making them experts. Build an audience that knows Soundarapandian before they need Soundarapandian. In healthcare, that's the hardest thing to earn. It's also the only thing that lasts.
40+
Years of brand trust
100%
Human-led content
Authentic content outperformed everything else. In a space racing toward AI-generated everything, real faces and real voices won.
Work Samples
