Before we dive into my story here’s a little snippet on this journey of mine.From selling oversized tees back in uni, what I’d call my entrepreneurial journey to nailing client pitches in my first job, I’ve always had a knack for connecting with people and closing deals.It always felt like I was having fun while doing it rather than it being transactional. The only missing piece of the puzzle was how I’d either brand myself or market something out to the public. That’s when I found UpGrad’s MICA Digital Marketing and Communication Course and gave me a directive. This is the story of how I went from a “Guy with Skills” to a “Brand Architect Expert” while rediscovering my love for DJing and built the 133t World, a place where raves and branding collide to help people escape the daily grind with a blast of fun.
In my early teens I’ve always wanted to have my own business. I believe that is what led me to starting to own clothing line back when I was in uni because I knew what my audience wanted and it was a success. Then came my first job post uni.it was in sales and it was all about cold calls,client meetings and everything you could think of. I could read a room, land a joke and seal a deal before lunch. But the thrill started to fade. I noticed how iconic brands like Nike or Apple didn’t just sell products, they created feelings. What made a brand more than just a product?
I ventured out to master the art of marketing and I went where we all go. Youtube had enough content but it was all over the place. It lacked consistency.What I needed was a deep dive, something real and structured. That’s when I decided to take on UpGrad’s Digital Marketing and Communication Course with MICA, one of India’s top marketing institutes. It promised hands-on, industry-aligned skills hooked me instantly. Sure to say they didn’t disappoint.
Joining the MICA course was like entering boot camp for marketing rockstars. SEO, social media marketing, content strategy, marketing analytics and more formed the brunt of the curriculum. Alongside Google Analytics, Meta Ads and other various Analytics tools, I learned how to weave data driven insights into stories. Case studies with Mama Earth and Hulk Fitness were more than exercises-they were real-world puzzles to keep me immersed into.
The faculty was a mix of MICA’s seasoned professors and industry pros which pushed me to think like a strategist.They’d give real case scenarios on clients theyd be dealing with (without disclosing their names ,obviously) and what goes into their perspective and creative thinking moving ahead on that very campaign or objective for the client. This felt liket he right place to be and to surround yourself around idealist does put a smile on your face. Mid way of the course, I wasn’t just any guy infact I was a storyteller who could make brands come alive.
Founder, ninja
In the freelancing world, I was thrown in with my new digital marketing ideas. I began with relatively smaller gigs, helping local businesses ramp up their social media presence, fine-tuning their SEO and designing eye-catching campaigns. Every single job was an opportunity to prove I could put together compelling copy, analyze CTR or even refine keywords for better Google ranking. It gave me a rush to flex how people perceived brands but something was still lacking. The work nourished my mind but my soul wanted more.
Music has always been my escape. I’d always try to find the right transitions and was always finding newer ways to mix music. Then came adult life or more like corportate life. Youd know how it throws bills, deadlines, responsibilities that’d shove passion aside. One night after a long and exhausting day of freelancing, I dusted off my decks and started spinning. House music with its deep bass and soulful grooves, hit me like a lightning bolt. In my tiny apartment, I lost myself in the rhythm, feeling more alive than I had in years.
That very moment gave birth to an idea. I didn’t just want to market brands, I wanted to create experiences. I began DJing at local bars and underground parties, soaking up the energy as the crowd danced to my beats. This was bigger than just music it was about giving people a momentary break from worries, a chance to connect and just let go. I realized, my passion for digital marketing and DJing were not separate they just constituted two halves of the same dream.
That’s how 133t World was born. I wanted to infuse the strategy of digital marketing with the raw joy of raves. We started throwing burger raves & pop-up events at local shops where we transform everyday spaces into dance floors. These aren’t just only parties, they’re marketing campaigns disguised as epic nights out. We partner with brands and influencers to amplify their message while giving Gen Z a space to escape the grind. Picture a burger joint with neon lights, house music thumping and a crowd posting every moment to Instagram Stories. That’s the 133t World vibe.
Every rave we host is built on what I learned at UpGrad and that’s how to craft campaigns that resonate, use analytics to track impact and create content that feels authentic. DJing adds the soul, turning those campaigns into experiences that people don’t just see but feel. Together, they let us create moments that are as good for brands as they are for the soul.
9 AM & 11 AM
Wednesday 7 PM
Sunday 9 AM
