Manager — Video & Social
Creative Direction · Video · Social · Production · Content Systems
At Practo, I worked across product, brand and healthcare communication — from launching new products to building a production ecosystem for hundreds of doctors across India.
01 — FOUNDER CONTENT
Three founders. One camera.
For the first time, all three Practo founders came together on camera. Instead of another PDF annual letter, I brought them into a conversation that was both serious and candid — unpacking the company’s performance, what they had learned, and where they wanted to go next.
We also had some fun with it, ending with a Gen Z take on the annual letter.
Creative Direction · Concept · Production · Founder Content
02 — USA LAUNCH
USA LAUNCH
Taking Practo to the US market
I led the end-to-end creative for Practo’s USA launch, collaborating closely with the US sales and PR teams, founders and other stakeholders to shape the launch story and bring it to life.
Creative Direction · Concept · Production
03 — CAMPAIGN
WHO IS A DOCTOR?
A Doctor’s Day campaign, made in-house.
A quick-turnaround campaign built entirely in-house for Doctor’s Day, with me leading the creative direction from concept through execution.
Creative Direction · Concept · Production
04 — PRODUCTION ECOSYSTEM
DOCTOR PROFILE VIDEOS
PAN INDIA
Doctor profile videos created for doctors listed on Practo across India. I helped lay the foundation for the production ecosystem that made this series possible at scale.
500+ VIDEOS · PAN INDIA · PRODUCTION ECOSYSTEM
05 — PRODUCTION ECOSYSTEM
1000+
CLINIC SPOTLIGHT VIDEOS
PAN INDIA · MULTIPLE SPECIALITIES
Over 1,000 clinic spotlight videos produced for Practo-associated clinics across India, covering different specialties and locations. I helped build and oversee the production approach that allowed this kind of content to be created consistently at scale.
1000+ VIDEOS · PAN INDIA · CLINIC SPOTLIGHTS · PRODUCTION ECOSYSTEM
05 — HEALTHCARE
Healthcare beyond the app
Storytelling around the work of Practo Foundation, including cataract surgeries and healthcare initiatives.
Creative Direction · Video · Production
02 — PRODUCT
PRACTO ELVIN
Practo’s first AI companion.
PLAY FILM
I led the launch film for Elvin end to end, working closely with the product, research and marketing teams from the initial idea through execution. The product was launched at the CII Summit.
Creative Direction · Concept · Production
I built stories, campaigns and production systems across Practo — from launching new products and shaping the brand voice to putting doctors, patients and the people behind the company at the centre.