My first agency job in Canada was at Barrett and Welsh. They’re known for crafting communication for TD Bank’s South Asian and Chinese customers. My experience across the Indian and Canadian markets helped me create relatable and relevant copy.
We tapped into the insight that South Asians are family-minded people, and saving for the future successes and endeavours of their children is a massive part of every parent's finance plan.
I was the copywriter on this project. It won Silver for online film and Bronze for Integrated campaign at the 2021 Marketing Awards.
This TD campaign targeted at South Asian customers had the spin they love the most—cricket. To offer its unlimited transactions feature, Barrett and Welsh teamed up with director Rakesh Sidana to create two TV spots that hit that beloved spot. I wrote the script. We won Bronze at the 2022 Marketing Awards.
