Originally from New Delhi, India, I'm now living in Amsterdam to follow the MA New Media and Digital Culture programme at the University of Amsterdam. I have an interest in independent/alternative music, literary modernism, films and the cross-section of culture and new media. I have work experience in marketing (traditional and digital) and social media. Consequently, my research interests are currently scattered between marketing analytics and effective communication strategies, on the one hand, and the psychology of social media, on the other.