#OpenKnowledgeSeries – Episode 3 (LYCRA India)

(You can download the deck from the link in the article below)

We all have had that one really bad relationship, the one we never speak of. The one that makes you spaz out & cringe if traces of it accidentally floats by your unprepared psyche. The place i made this deck at, is my moment of shame, my biggest professional mistake so far. To a point, that i actually scraped off all traces of it from, not just my resume, but also from the deck attached. So this one is not quite as pretty as used to be.

And just like in any toxic relationship, there were moments of accidental brilliance to this job as well. The pitch deck for Lycra India was one of those. It might not be the most visually provocative deck, but it’s rooted in a very big idea. It’s tangled, merged & melted in the idea of motion. May it be social, national, patriotic, entertaining or marketing; it was all conceived in motion. Read the deck, enjoy the idea & form your own opinion.


Screen Shot 2018-05-02 at 4.16.01 PM

Brand – LYCRA India
Agency – A really bad one
CCO/CMD – You dont wanna know
Planner – Rohitash
Copy – Shubhit Saxena 

Art Dept – Sanjeev Kumar















तुम धूप हो
कभी ओस की बूँद पे चमकती हुई
कभी मरीचिका
गर्मियों के जलते दोपहर में
रास्तों को और लम्बा करती हुई
जला मैं भी
कभी होली के पापड़ की तरह
और कभी भुना मिला
भुट्टे की कालिख जैसे
सर्दिओं की दोपहरों में
अमरुद और संतरों के बीच
अपना बीज़ गिरा
मैं सूखा, पनपा
तुम्हारी तरफ पलटा
मेरा ठंडा बदन
सुकून सेकने
फिर भागा मैं
जलते लू से
वापस उसी अंधे कुएं में
जिससे निकला था
तुम्हे लपेटने को
अपने अंदर बाहर
अँधेरा बुरा सही
पर एक जानी पहचानी परछाई है
पर तुम
तुम्हे क्या कहूँ?
क्यूंकि तुम तो धूप हो।