As a lil teen I used to binge-watch social impact ads from India and Pakistan. Something about how they challenged norms and activated public conversation stayed with me. That's probably where this started.

I grew up in a space where global and Western perspectives were more visible than local ones. Some realities felt distant even when they were close. Being from a minority background made questions of representation, power, and voice feel immediate. I became aware early on that meaning is never neutral, and that led me to study communication science at the University of Amsterdam, where I explored more structurally how media, culture, and public opinion shape each other. I now work across research, communications, and creative strategy, moving between analysis and execution to translate audience insight into campaigns and content that are intentional, research‑driven, and grounded in context.