hello and namaste

My name is probably the best starting point to help describe who I am. ‘Aaina’ is an Urdu word that means mirror and I’ve been told by a myriad of people that they see reflections of themselves in me.

I’m a curious and creative person. I’ve lived in many countries and met people from all walks of life. I’ve studied psychology and have a deep desire to understand humans — all our idiosyncrasies, our norms, our cultures, behaviours, languages, and identities.

What fascinates me the most is storytelling. Stories are how we became civilisations. They’re how we transcended boundaries, learned to collaborate, and became human kind. Perhaps this passion for narratives is what made me who I am today. A storyteller.

I enjoy storytelling in all its forms but particularly love collaborating to create brand narratives, campaigns, and advertisements that are emotional, effective, and evocative.