The ordinary was never really ordinary.
Just under-examined.
My work lives in the friction between systems and sensation, between what a thing is supposed to mean and what it actually does to you.
Call it odd. I'd take that as a compliment.

Bhartendu Sharma  (Oddpartikle)
find your odd work philosophy contact
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Bhartendu Sharma

Bhartendu Sharma

bhartendu@oddpartikle.com  ·  +91 993 068 7849  ·  Gurugram, India

I spend a lot of time observing things people usually ignore.

Why certain ideas feel alive and others feel hollow. Why institutions that do important work often struggle to explain why they matter. Why some people search for answers, while others quietly live inside questions.

My work sits somewhere in that curiosity.

Over the years I have worked with organisations, brands, and institutions trying to understand themselves better. Not just what they do, but what they mean. But outside that professional world, I remain deeply interested in something simpler: how humans make sense of the world.

This website is not a portfolio. It is a small window into the way I think, notice, and question things.

Some ideas here may feel unfinished. Some may feel strange. That is intentional.

Because the ordinary is rarely ordinary. It is usually just under-examined.
about
Brand strategist and studio founder with 15 years across advertising, brand communication, and strategic consulting. Founded Oddpartikle to work with institutions and enterprises on a specific problem: organisations that know what they do, but struggle to articulate why it matters to their market, their people, or themselves.

Engagements start with positioning, brand architecture, and stakeholder alignment, and then extend into identity systems, tone of voice, and communication design. Deep experience across education, real estate, financial services, industrial sectors, telecom, energy and non-profits. Agency foundation at L&K Saatchi & Saatchi (Publicis Groupe) and Chaos Global before building an independent strategic practice.
experience
Founder — Oddpartikle Private Limited, Gurugram
April 2021 – Present
Founded and built a brand strategy and design studio serving institutional and enterprise clients across six sectors.

  • GD Goenka Group — Led complete institutional rebrand: brand positioning, visual identity, and market expansion strategy.
  • Jaipuria Institute of Management — Defined institutional vision, positioning, and brand architecture. Developed vision statement, tagline framework, tone of voice guidelines, and photography direction.
  • MOL (Mitsui O.S.K. Lines) — Developed brand strategy for the South Asia & Middle East region. Redefined brand positioning and built a stakeholder communication framework.
  • Netafim (Israel) — Developed India market launch strategy for FlexNet, an agri-tech product entering a new market.
  • TARC Limited — Brand repositioning for a Delhi NCR real estate group. Developed differentiated positioning strategy and identity system.
  • NPCIL — Conceptualised and managed the LWR Conference, bringing together nuclear scientists from 20+ countries.

Additional clients: LUPIN Pharma, Glenmark, INFO X, BETR India Foodworks, Tamarind Hotel, Amazing Namaste Foundation, Sony Entertainment Television, Brookfield, Bhutani Infra, Omaxe, Sehgal Infra, Soha Group
Associate Creative Director — Chaos Global, Pune & Delhi
December 2018 – January 2021
Led a 30-member team across brand communication strategy and creative direction.

  • Bajaj Finserv — Led marketing and brand communication strategy.
  • Noor Bank (Dubai) & Ahli Bank (Bahrain) — Directed brand strategy across markets with different regulatory and cultural contexts.
  • WWF India & Save The Children India — Translated complex social impact narratives into clear, actionable brand communication.
Sr. Art Director — L&K Saatchi & Saatchi, Mumbai
March 2015 – April 2016
Promoted from Art Director within a year. Led creative strategy and art direction for VIP, Bank of Baroda, Total Energies, and Rambandhu.
Senior Visualiser — Metal Communications, Mumbai
June 2013 – March 2015
Managed Axis Bank's B2C marketing and led the Medimix Ayurvedic brand relaunch campaign.
Visualiser — Milestone Brandcom, Mumbai
December 2010 – May 2013
Outdoor advertising and large-format brand communication for McDonald's, Axis Bank, and Sahara. Multiple award-winning campaigns.
education
Bachelor of Computer Applications — Sikkim Manipal University, 2011
Film Making — FX School, Mumbai, 2011
Diploma in Applied Arts — Rachna Sansad School of Applied Arts, Mumbai, 2014
awards
Goa Fest Gold — McDonald's (Best Use of Outdoor & Ambient Media)
Exchange4Media Awards — Multiple Golds & Silvers (Axis Bank, McDonald's)
Outdoor Asia Awards — Best Use of Technology (McSpicy Campaign)
skills
Brand Strategy Brand Positioning Brand Architecture Institutional Branding Go-to-Market Strategy Identity Systems Tone of Voice Development Brand Guidelines Stakeholder Alignment Creative Direction Communication Strategy Client Advisory
home / find your odd
Bhartendu Sharma

Most people spend their lives trying to look normal. They iron their thoughts, trim their edges, sand down the strange parts.

It makes them easier to accept. It also makes them forgettable.

Your odd is the part they told you to hide. The part that makes people pause, frown, or lean in a little closer.

Keep that part.

The world does not need another normal person.

home / work

Send an email to request access to my work.

home / philosophy

I do not believe in the ordinary.

Most things only appear ordinary because no one has looked closely enough.

My work begins with examination. Looking beyond what something is supposed to mean and understanding what it actually does to people. The gap between intention and experience is where the real story lives.

That space, between systems and sensation, is where I like to work.

Strategy brings structure. Design reveals meaning. Together they turn ideas into experiences people can truly feel.

If the outcome feels a little unexpected, a little unconventional, that is often a sign we looked closely enough.

home / contact
bhartendu@oddpartikle.com
To  Bhartendu Sharma