Creative Lead | Brand & Creative Direction
As Creative Lead, I lead the Creative & Design function at DeHaat Honest Farms, shaping how the brand looks, speaks, and shows up across touchpoints.
I oversee brand strategy, creative direction, campaign development, visual identity, and design systems, while guiding the team and ensuring consistency across every consumer-facing communication.
My role spans from concept to execution across integrated campaigns, packaging, digital, social, retail, brand films, TV commercials, and other visual experiences. I also work closely with leadership and cross-functional teams to translate business objectives into clear, compelling creative solutions.
In short: I lead the creative vision, protect the brand, guide the team, and turn business challenges into meaningful brand communication.
Brand Story
MAKING HONEST THE NEW STANDARD
The challenge was simple: make people believe that “pesticide-free” could mean more than a claim on a pack.
We built DeHaat Honest Farms around the idea of honesty you can trace. From partnering directly with farmers and keeping sourcing transparent to putting every product through 230+ pesticide checks, every step was designed to make the journey from farm to home more trustworthy.
The result is a brand that doesn’t just promise better food. It creates a more honest way of making it.
Good food, made honestly better.
Distilled the essence of multiple categories into one unifying voice: food as honest as the hands that grow it. From unpolished pulses and fragrant masalas to premium rice, flour, millets, pure salt and sugar, cold-pressed oils, ghee, and nostalgic snacks, I built a story rooted in purity, traceability, and farmer-first sourcing. Every grain, blend, and bite carries the warmth of tradition, the care of clean farming, and the quiet assurance that what reaches your table is nature’s goodness in its truest form.
What makes it truly Honest
Captured what makes the brand truly “honest” — over 230 quality checks ensuring purity, safety, and consistency; direct sourcing from a verified farmer network with full traceability; and a promise of no polishing, no preservatives, and no shortcuts. The narrative celebrates staples that are naturally flavourful, nutrient-rich, and easy to digest — food grown with care to comfort and nourish every single day.
Every Pack Tells a Story
Wove “Every Pack Tells a Story” into a seamless narrative — from harvest to home. Trusted farmers handpick dals at peak freshness. Each batch is cleaned and lab-tested for purity, then sealed in eco-friendly, food-grade packs to lock in flavour, nutrition, and care that lasts. Similarly, the designers followed the same standards across all products and ranges.
TV Commercials
One of the recent examples:
SACH SEEDHA HOTA HAI
What if honesty in food could make people more honest with each other?
That became the thought behind Sach Seedha Hota Hai. We took the functional truth of Honest Farms, pesticide-free, traceable food with 230+ quality checks, and turned it into a simple human observation: when there’s too much lying around, people stop looking each other in the eye.
The dinner table became our stage. As the honest daal arrives, the tension slowly dissolves and people begin to look at each other again.
I led the creative direction, narrative, visual language and film execution, shaping a product proposition into a story that feels human before it feels like advertising.
Because when the food is honest, maybe the conversation can be too.
Digital Art Direction
Led the creative and art direction for the DeHaat Honest Farms website and Amazon Brand Store, translating the brand strategy into a cohesive digital expression.
Defined the visual language, storytelling architecture, category journeys, and product communication, creating a consistent brand experience across digital touchpoints.
Built the digital shopfront as an extension of the brand, not just a place to sell.
Q-commerce Campaigns
Designed crisp, trust-building visuals to drive urban awareness and highlight instant availability on Blinkit, later extended to Zepto & Instamart.
Print Campaigns
Shaped campaigns from the first thought to the final frame.
For each print campaign, I drove the creative idea, campaign narrative, visual direction, art direction, and execution, working across teams to turn business objectives into communication people could instantly understand.
From defining the big idea and visual territory to adapting it across formats and ensuring every execution stayed on-brand, I owned the creative through to the final output.
One idea. Many formats. One unmistakable brand.
