Pushkaraj Shirke: Creative Director, PSF

Advertising Creative Director
Brand Consultant
Film Director (NYFA)
Photographer
Peak Performance Coach & Nutritionist
Self Defence Instructor
UFC Hindi Commentator & MMA Analyst.

Sic Parvis Magna

Acute ADHD and challenging early years led me towards a collection of random skills that eventually made me a unique polymath.

My work experience spans 20+ Years in advertising and creativity driven streams – eight of which I rigorously spent in the trenches of the world’s top agencies as a Copywriter. This was bolstered by an education in film and Photography from NYFA, New York. I also pursued a parallel education in fitness, strength, and nutrition at the reputed K11 School of Fitness Sciences.

Today, I consult brands. I write fitness op-eds for Newspapers and Magazines. I consult Olympic aspirants and professional athletes. I shoot magazine covers and fitness related content. I also direct TV shows and films. I am an impaneled film-director with climb media, working on documentaries that drive positive change. And i am a Hindi commentator for the UFC and an MMA Analyst on the Ultimate Guide to UFC TV show on Sony Sports network.

This unique amalgamation of creativity, understanding of the human body, and fitness performance allows me to create unique work. Forming a niche of its own, my work enables me to build a thriving symbiotic network around the art and structure of the human body, fitness, sports, and mass media.

Passions

Mixed Martial Arts
ADCC Gold Medallist , BJJ Blue Belt, Krav Maga level P5

Strength
Competitive Powerlifter – 210 kg Deadlift

Adventure Travel
Motorcycled Kashmir to Kanyakumari, Road tripped the entire US West Coast, and Snorkelled, scuba dived, kayaked, jungle trailed and biked all over the world.

Movies
Movies are my first love. Anything about me would be incomplete without them.

The Journey So Far

PSF + Project Battlefit
Founder – Director
From Advertising to Films to Fitness, the Journey of blending my passions into my profession is an endless process of Kaizen.
Highlight: I directed 3 Fitness TV shows. I branded 2 niche sporting events in the combat sport space. I produced over 50 AVs and brand films for startups and mid-level brands. I continue to steer some of the top brands in the fitness and nutrition space as their consulting Brand Manager.

Climb Media
Creative Director
Directing ad films, consulting on documentaries and films, scripting feature films and doctoring scripts.
Highlight: Wrote a feature film that is now in the production stage.
Wrote and Directed a One-Take music video ad-film for Red Bus.

Reliance Digital – Channel Set Up (project)
Director
Consulted on the setup of the digital media arm for Business of Ideas. It later became a complete media production company by itself under Reliance Jio.

Consulting Brand Manager – Neulife, K11, YFC.
Brand Manager
Highlight: Ideated and produced ‘Masterclass of Muscle’. The show enjoys cult status online even today. Directed India’s first World Strongman Competition TV show.

Draft FCB + Ulka
Creative Group Head
Led a team to create mainline communication for leading brands in the FMCG goods space. This includes products like biscuits and confectionaries, soaps, clothing, and watches.
Highlight: Launch of the ITC Sunfeast Dark Fantasy Biscuits

Ogilvy One
Copy Supervisor
Developed creative direct marketing ideas for brands in banking, telecom, real estate, medical services, and insurance. I also handle digital communication for these brands.
Highlight: Won 3 international awards including NewYork Ad fest and Effies for my work on pharma brands like E-Merck and Johnson & Johnson.

Star TV – Better Comm
Copy Head
Ideated and Developed corporate communications for all the channels of the Star TV Network.

Makhija Advertising
Copywriter
Wrote print ads for brands in electronics, retail, real estate, home decor and industrial machinery and equipment.