Ever since I can remember, communications has played a part in my life. Growing up in a village in India, my first inkling of the world beyond was through packaging. I would stand on tip-toe to spy on a shelf in a make-shift corner shop. Red for Red Label Tea. Yellow for Yellow Label Tea. Back then, we couldn't afford the whole pack of 200gms of tea so I would return home with a few spoonfuls wrapped in a piece of newspaper.
Years later, I found myself creating brand advertising for Red Label Tea, jostling for a share of the world's largest middle class population. Many brands and services later, Red Label returned to my life in Nepal - this time, I also discovered, that every other week the transportation of medicines that would not otherwise reach people.
That's when I understood that corporates and brands can play a meaningful roles in people's lives. As custodians of brands, we could chose to do responsible advertising for responsible corporations.
That's what I've aimed for working with JWT, Lowe Lintas, DDB and McCann Ericcson on brands, social issues, advocacy campaigns in India, Nepal, the Middle East and now the UK.
As an associate of Ethical Media, I bring 15 years senior experience in social and brand communications as, writer and creative director. Real-life experience has taught me that ICT can impact the dveloping world, corporate social responsibility isn't just a passing mantra and that sustainable development is our real hope.
Communication is a powerful tool. In my case, packaging design changed my life - without a single word or image.