Raj has been on a mission of redefining creativity with his HumanKind approach. He firmly believes what is good for people is good for brands. When he joined advertising, his goal was to use creativity and help brands make a positive impact on human lives. Over the years his leadership has helped achieve several milestones that have changed not only the agency but the industry too including winning the Grand Prix for Sustainable Development Goals for his work on P & G Whisper ‘Missing Chapter’.

He believes in the 5P’s of Creativity - People, Planet, Prosperity, Partnership and Peace and at the intersection of these is where lies a brand's success today. His work is crafted to solve the client’s business problems using creativity, data, technology, and innovation.

Raj was recently featured in the popular Netflix docu-series Creative Indians and was the only creative from advertising in his season.