The Brief
TV9 is a giant at home in India. In America, it needed an identity of its own: a voice, a visual system, and original programming that could earn the attention of a diaspora audience being courted by everyone.
The mandate was to elevate Indian-American narratives and expand community impact while unifying the network's presence across web, broadcast, and social.
The Work
A network is only as strong as the community that sees itself in it.
I led creative strategy and brand development across the operation, spearheading the launch of TV9's U.S. contributor network and developing high-visibility partnerships with national organizations including AAHOA.
On the content side, I produced three original series, including documentary-style storytelling spotlighting grassroots cricket academies across America, while overseeing pitch decks, event coverage, talent recruitment, editorial planning, and marketing rollouts for key cultural moments.
The Results
- Network
U.S. contributor network launched, extending TV9's editorial reach into new American communities.
- Series
Three original branded series produced, including The American Pitch, The Top Keys Show, and Style Sutra.
- Partnerships
National partnership with AAHOA developed and activated.
- Identity
Visual identity unified across web, broadcast, and social platforms.
The Assets
From the archive
