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India doesn't need more protein education — it needs an easier way to get protein. MillD's idea: skip the lecture, just upgrade the roti flour people already use daily. My job was to make that swap feel obvious.
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I joined MillD in its early stages and built its content from scratch — working directly with the founders, Prashant Pitti (Co-founder, EaseMyTrip) and Sivaram (former CEO, Milkymist). No playbook existed, so I wrote it as I went: strategy, scripts, shoots, edits, and occasionally stepping on camera myself. I also hired and lead a small team — an editor and a designer — with weekly check-ins and no micromanaging.
Five months in: Instagram grew 13K → 48K+, orders scaled 400% within 3 months. Content wasn't the only reason — but the voice, the work, and the team behind it were mine to build.
Ten projects from a larger body of work — chosen to show range, from strategy and script to direction and solo-edited post.
1. Office Dialogue — Why Chase a Protein Bar?
2. Street Food — Bhaiya, Can You Make Litti Chokha With This?
3. Snack vs Roti — Price Comparison
4. Rethink Your Protein Powder
