Amit has spent over 28 years in branding and marketing communication. He co-founded IdeaWorks in 2006. The firm has since evolved into possibly India’s only communication strategy and design firm focused on place branding and public diplomacy. Successful campaigns for India’s business and tourism brands, Brand UK, Brand France, Brand Malaysia and Brand Serbia and the unique “INDIAFRICA: A Shared Future” public diplomacy programme have helped the firm carve a niche for itself. Over the past 10 years, Amit and his team have also established themselves as one of the very few firms that assist corporations and governments with their brand outreach during the WF Annual Meeting in Davos every January. Amit holds a BA Hons degree in Economics and an MA in Sociology – both from Delhi University. He lives in Delhi with his wife. Their only daughter is studying Fine Art in London.