Pepsi Look 2010

Pepsi India’s new tag line for 2010 is “Youngistaan Ka Wow” (The Wow of ‘Youngistaan’, the proverbial land of the young). For their visual language, I introduced a palette of young, bright colors with big and bold typography, unprecedented for Pepsi (and most companies) in India. The new look ties in with the North American campaign by Pepsi with its own distinct local flavor.

The same language has been carried into all applications including a simple yet innovative and interactive lookbook designed to outline the new brand guidelines for 2010. Applications range from posters to websites to massive billboards to special edition products like bowling pins. There were celebrity and product photo-shoots combined with continuous interaction with clients, studio personnel, vendors, printers etc. The look continues to find expression in other campaigns and heralds a new era for Pepsi in India.

Campaign executed in JWT Delhi under creative supervision of Sumati Singh and Soumitra Karnik.

Poster postcards

Self promotional postcards cut out of a poster talking about my ideas on branding. The poster cuts up into nine ready-to-mail postcards, each carrying a unique message about branding and corresponds to a related message on the other side (the face of the postcard). The illustration style is very unique and something that I had developed for AT&T while I was working at Interbrand- detailed yet minimal.

Printed with silk-screen and very limited pieces available on request.

Helmet art

I am an avid motorcyclist but definitely no Hell’s Angel. Illustrating helmets is one of the few steps that made me come back to graphic design. The graphics for each helmet graphic reflect the personal preferences, beliefs and attitudes of each rider. All helmets are hand-painted with enamels. I am constantly working at new designs and you can get yours painted on request.

Holiday Cards

These holiday cards were designed taking inspiration from the Christmas tree display at the Metropolitan Museum of Art. However, it was reconfigured to be a more culture-neutral piece. I simplified the shapes of the angels and the animals to create a flowing pattern across the card. The colors were chosen based on their apparent properties, more or less uniform across cultures- red for energy/passion, green for prosperity, blue for calm/peace and yellow for hope. The production of this card is extremely economical- printed on a letter-sized paper, it is folded length and width wise and slit midway of each fold. This creates a four sided card that can double as an ornament on the desk or even on a tree! Available on request, all year round!

Fold-out book

An excellent exercise in using various fold-outs and pop-ups within a book and keeping reader’s interest alive throughout the entire read.  I talk about the two sides of my personality using a unique book binding style that combines two books back to back- basically two covers, one spine!

NYC Halloween Parade poster

A conceptual poster for the New York Halloween Parade. The main theme was about how New Yorkers leave their inhibitions at home and bring out their “wild” side during the famous Halloween parade. The wild ‘beast’ emerging out of a man in a suit stresses this point. On closer look, the man’s silhouette is actually the skyline of the city that exists along the route of the parade. The beast is metaphor for several things including the historical implications of how the event had begun as an artist’s parade that developed into a parade celebrating alternate sexuality and which had later degenerated into a commercial marketing exercise.

Hand-drawn illustration and type, and printed with silk-screen, every print is different with limited prints still available on request.

“I Was at Coney Island and I Almost Died” (book)

Essentially an oversize book designed as a tribute to Coney Island and all its flavors that lend to its charm. There was a lot of textual and visual research that was required. Coney Island has seen many ups and downs and found itself once again at the brink of oblivion in 2008. Rather than talk about the  dirty politics, the book aims at wowing the reader with astounding photographs, many that would be considered ‘typical’, of the place with the history and facts peppered with big type, all in the flavor of the crazy place called Coney Island. I collaborated with Maurice Sherman, a photographer who had some beautiful photographs that helped in bringing the book alive.

Standing tall at 24 inches and 36 inches wide at full spread, this is no coffee table book but a special collector’s item.

Film Festival Poster

The poster was design after building the concept and publicity for a film & rock festival in the Marshall Islands. The theme was about the environment and fighting global warming. The significance lies in the fact that the Marshall Islands would be the first islands to go under the ocean if global warming becomes a reality and the sea levels rise worldwide. The stars in the posters are based on the geographical cluster of the actual islands that are “in focus” for the event. The islands are known for the beautiful rainbows (called “jemeliwut” in the native language) and since rainbows signify hope, the name was chosen to brand the festival. The aim was to publicize the cause and generate revenue for Marshall Islands to help it prepare for any calamity. Quite distinct in layout, it’s hard to miss anywhere on the street, subway, building or just about anywhere!

Pyramid packaging for t-shirts

Packaging design for silk-screened t-shirts with dotted designs. It that had to address the issue of store display and ability to attract attention.These pyramids sit on their sides while the ‘base’ is actually what faces the customers. Retail features like the barcode are integrated into the design. Since the inspiration was from the “designed” tees, the box had to be something that stood out and evoked a sense of playful design. Smaller boxes were designed to carry buttons and other paraphernalia.


I have been an illustrator for many years and have and continue to dabble with different styles. Presented here are sketches done for college publications, national level school textbooks, storyboards, movie frames, posters etc. I always try and bring in a sense of the organic in my illustrations and combine them with my designs whenever relevant.