I once was the 336th copywriter at DDB working on the global account of an airlines. We handled the social media mandate from Mumbai. I once got to write a happy Diwali byte that was delivered by a soccer and basketball goat while they bantered and argued with each other. If you've been around, you know which brand and who the stars were. :D

I held on to the clip years, thinking should something this generic but 'global' be on my folio cause as a creative from India it was next to impossible to meaningfully contribute on global assets. You had to be in NYC or Europe to do that. Fast forward to 2023, your boy wrote the DVC for Venezuela's and the world's most-awarded super premium rum. What makes this even more satisfying is that this was the first time a campaign for a global asset for a Bacardi brand was conceptualised and produced all the way in India. And, what an honour to do it for a brand like Santa Teresa whose brand purpose makes actual on ground difference by reforming former gang members and turning them into upstanding rum craftsmen through rugby, teamwork, and a lot of persistence.

Guess Santa Teresa and me have that in common. Persistence.