Whether it's a Fortune 500, a startup, or a sleepy village — he delivers stories that work. Not campaigns. Systems. Behaviour change by design, with outcomes you can count.
Unstuck your brandEvery project is designed around one obsession: measurable behaviour change. Not just beautiful work — work that shifts attitudes, breaks habits, builds new ones, and produces outcomes you can count.
"I don't just change what people think. I change what people do."
I do not believe in campaigns. I believe in systems. Brands do not live in single moments. They live in patterns — brand strategy, visual language, content ecosystems, physical spaces, long-term narratives.
A nation of philosophers needed to become a nation of doers. The campaign didn't lecture. It challenged. "D.O." — two letters potent enough to turn a mass of people into a nation. Integrated across print, digital, outdoor, and events — it became a movement, not a campaign. Won India's first Grand Prix at Cannes, an Integrated Lion, and the Spikes Asia Grand Prix.
Also led TEACH INDIA — multiple Grand Prix wins and 2 Emvies in Hong Kong.
5 million truck drivers exposed to AIDS risk daily. 87% knew about AIDS. Condom usage was just 11%. The barrier wasn't awareness — it was the absence of a prompt at the point of risk. Debu redesigned the diesel promo packaging to embed condom usage instructions directly. Featured in SuperFreakonomics.
Men don't respond to being told. Children and women do — and they are far more powerful household influencers. Debu built a full behaviour-change ecosystem: road safety games for schools, illustrated stories co-written by villages, WhatsApp films, women's empowerment workshops, and prayer ceremonies. Behaviour change embedded into daily life.
The microwave division was about to be shut down. Three models weren't selling. The product was superior — the communication ecosystem was absent. A 12-year-old teaching his newly-wed neighbour. 50 recipes became 50 YouTube films. A DVD bundled in every oven box made the product the medium. 35,000+ consumers co-wrote the brand story on Facebook.
A rebrand without backend operational redesign is just cosmetics. ZICOM got a full Design Ecology: brand avatar and manifesto as the internal north star, UX/UI redesign of the ZIMAN app, operational flowchart overhaul, email templates, zines, and comic-book storytelling. Every layer connected.
86,400 seconds in a day — an implicit promise to never pause. In a world of loud fintech brands, silence became the strategic differentiator. Infinity in hot pink. Anti-hero positioning: "You might not notice us. That's okay." The ecology ran from transaction confirmation screens to CEO polo shirts to sales decks.
A Design Ecology is a living, interconnected system of brand touchpoints where every element — visual identity, communication, product, packaging, retail, digital presence, employee experience — is designed to work in harmony. Unlike a campaign, an ecology is never finished. It compounds, adapts, and grows over time.
They signal that an idea worked under pressure. The Cannes Grand Prix. The Spikes Grand Prix. The Grand Effie. Not about glamour. Proof that a tough problem was cracked with thinking, not noise. Awards came as by-products of outcomes. Never the brief.
Ranked 10th among India's top creatives and 110th in Asia by Campaign Brief Asia. Most Admired Marketer, World Marketing Congress.
Ideas that are 98%+ effective and totally measurable. He's already drawing some up for you. Whether it's a Fortune 500, a startup, or a sleepy village — he delivers stories that work.