Hi! I'm Kritika :) I'm a copywriter and creative strategist who has spent the last 4+ years being professionally curious about why people buy things, scroll past things, remember things and occasionally send an ad to their friends. I've worked on both the agency and brand side, across campaigns, performance ads, scripts, personal brands, shoots and social media. Somewhere along the way, I realised that my favourite part is often what happens before everything becomes a deliverable: the talking, questioning, researching, pulling ideas apart and the occasional, “Wait, what if we did this?” Outside of that, I'm building an e-commerce brand of my own called Kikinova. Separately, I enjoy writing on Substack about things I observe across life, work and the internet. And then there's the unreasonable amount of time I spend researching brands, studying case studies, understanding people and going down rabbit holes around ideas that interest me. Curiosity is probably the common thread in all of it. I like understanding why something works, connecting seemingly unrelated dots and finding another way of looking at something. So I thought, why not put some of that curiosity, 4+ years of experience and all those accumulated internet rabbit holes to work for other people too? That's how The ₹199 Brainstorm came about.