A storyteller with over 17 years of experience in conceptualising, designing and creating content products across screens, Kumar has produced more than 2,000 hours of original content in TV and digital media (including prime time TV shows, web series, digital ad films, etc). He has worked with brands in different sectors such as FMCG (GSK, Pepsi, Britannia, Kelloggs, Nestle and Colgate), automobile (Hero Motors, Honda Auto, Ford, Mercedes) BFSI (Citibank, ABG, IDFC), travel (Lufthansa, Airbnb), cellular (Idea, Nokia) and e-commerce (Flipkart).Sinha has played a pivotal role in launching industry-first initiatives such as an advertiser-funded programme on Sun Network, DD National and satellite televisions and orchestrating the most talked-about automobile launch (Ford Ecosport) through a digital video content campaign (Urban Discovery). He has been behind the launch of India's first branded digital radio station (Campus Radio in Gaana.com). He has created and produced award-winning formats such as Game Of Sixes, Nat Geo Genius, MindGames, Urban Discovery, Mercedes Rushes and Britannia Campus Radio. Sinha has played a leadership role in establishing specialist content units over the years (Group M ESP — branded content), Mashup (digital content), MEC Wavemaker (global content unit of MEC) The Story Lab (content investment, distribution and production).