Where I build things that don't have a brief yet.
MediaMen is where I build things that don't have a brief yet. Some experiments become client solutions. Some stay as tools I use internally. Some just teach me something useful and get archived. Right now the Lab is focused on three areas - custom solutions for the UK IVA industry, AI-powered marketing activations, and content generation pipelines that actually hold up at production scale.
Some experiments become client solutions. Some stay as internal tools. Some just teach me something useful.
Campaign pipeline walkthrough
Here is a simplified walkthrough of one of our AI campaign pipelines - a WhatsApp-based personalisation system that takes a user from first message to personalised video in minutes, fully automated.
User sends a keyword on WhatsApp
A user sees the brand campaign and sends a keyword phrase to the campaign's WhatsApp number. The system recognises the trigger and starts a guided conversation - collecting the user's name, the name of the person they want to appreciate, and their relationship.
Experimental by default.
MediaMen Services is my independent agency running alongside my full-time work. The Lab is where I push ideas that don't fit neatly into client briefs - AI pipelines, custom tooling, and systems built for industries that standard software doesn't serve well. When something works, it becomes a product or a client solution. When it doesn't, it stays in the archive and teaches me something anyway.
Samosa Company
Pondicherry · Shut downBuilt around a simple gap: Pondicherry had plenty of food, but very little in the way of genuinely good evening snacks. Samosa Company was the attempt to turn that insight into a focused brand with stronger product thinking, better presentation, and fusion fillings that could actually stand out.
The concept was sound. The operating system was not. After more than a year, constant staffing instability, unreliable hires, and management overhead made the business too expensive in time and attention to keep carrying.
Clear demand and strong product intuition are not enough. If the human systems are weak, the business leaks energy faster than the brand can create it.
Computer Campers
College years · Did not continueComputer Campers started from a simple belief: if Digital India was going to mean anything outside major cities, digital literacy had to become practical, not just theoretical. The idea was to help rural Indian youth get real hands-on exposure to computers and digital tools in a format that needed more effort than capital.
It was early, idealistic, and directionally right. I was still in college, which meant the conviction was there but the operating maturity was not. The project never turned into a durable institution, but the instinct behind it still matters to me: build things that lower the distance between people and opportunity.
Strong intent is not enough on its own. Mission-driven work still needs structure, continuity, and a realistic path to keep going after the initial energy fades.