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Abu has over twenty years experience in brand building, creative strategising and advertising planning across large MNC agencies – Lowe Group (Mumbai), JWT Group (Mumbai), Havas Group (Mumbai), McCann Erickson (Mumbai), McCann Erickson (London), JWT (London) and Saatchi (London).

He has worked on more than a hundred brands across a diverse array of categories - FMCG, food, fashion, financial services, oil, automotive, on-line and offline retail, healthcare, not-for-profits, durables, media, telecoms, and technology in both UK as well as India.

Abu carries the experience of doing global strategy planning on HSBC, Shell and Intel. Other notable brands he has worked on include TATA, eBay India, Standard Chartered, Cadbury, Nestle, Marico, Mahindra, NDTV and Raymond.