India , Jai Hind Project, (then) Sunshine, laughter
and poems that
connect. Bas!

My love for 'Tuk-Bandi' and music, proved to be my gateway into jingle writing ...Soaps, shoes, washing powders, airlines, juices, bikes, cars, tea ; even an occasional political party; I've written for whoever was ready to pay. 

My partner Amit Vishnoi of Jingles India, and I poured our hearts and minds into making these little songs, till these became representative of our need to do good quality audio work, irrespective of how much we were being paid. That worked! 

Since 2009 Jingles India, the original company I founded, and now lead by Amit Vishnoi, has made thousands of these small pieces of advertising content, for Radio , Digital and TV, not just for India, but also for Indian radio stations across the world. The journey from music then led us to making films when we started UK07 Films, and started calling our group - Word Of Mouth Media .  UK07 Films , lasted a few years till Diwas , my partner then and I decided to part ways. By that time, our interest and passion had moved to things beyond production, and we were slowly becoming a creative agency. Sarika (my sister) , and Jimmy , our partner in Bombay started to take the company in newer , more thought through directions, and I started to focus more on what I love. Writing and thinking. :) 

September of 2018 brought with it, a new trail of expression. Or rather, just a push towards something I'd already been edging for. Jaldi Aa Gayi To, was an answer to life, as I thought of it. The team encouraged me to publish the poem and it managed to strike a chord with the people. Warm responses to the video made way for more poems, each new one a deeper dive into my inner self and a reflection on my interaction with the outer world.

 'Kameezen'  got very widely acclaimed and was shared across the world through various channels. A real high was Mr. Amitabh Bacchan himself sharing the poem. (I didn't get a chance to thank him yet. Could you please pass on the message if you happen to meet him?) In fact, I am extremely humbled and grateful to see people connecting with my poetry so much that the metaphors started becoming a part of the vocabulary for many. For example:  A very close friend can be called a 'Safed Kameez', 'Purane Makaan' would be childhood relations that we do not judge, and accept as they are, and so on...

Since my 'poems' were not really poetry by traditional standards, a close friend and a poetry connoisseur herself opined that 'ji apki ye kavitaein, kavitaein to nahi hai. Kuch  'item' type ki cheez hai'.  And thus, I present to you, 'My Kavita-Numa-Items'.