Subodh was fascinated by creative ideas, theatre and cinema. This obsession with creativity led him to a career in advertising in Mumbai, India. He moved into a role that focused on culture-based brand planning. He was driven by a desire to create ideas that shape ‘meaning’ for brands on a strong cultural foundation. During his advertising career, he worked in Mumbai and Singapore on iconic brands from The Coca-Cola Company, Johnson & Johnson and Unilever. He is currently based in Singapore, and now exploring how human empathy can make companies and brands relevant and powerful. His work focuses on strategic brand development & innovation projects with global and Asian companies. His recent projects with leading global brands have focussed on building capability in human insights, brand positioning and creative excellence capabilities.