Hello!
Sagar Shah
Kahini Calcuttawalla
Building community, bad puns.
Writing that reads as robotic.
Sagar is a writer who has worked across journalism, documentary filmmaking, and strategic content. He has led projects in print, digital, and video — ghostwriting first-person narratives, thought leadership articles, video scripts, and SEO blogs.
His work appears in US-based publications, business websites, and professional platforms. Highlights include a documentary for Brut India (2M+ views), and gaining 20,000 organic subscribers for a new YouTube channel in just eight months.
Today, he helps brands find their voice through narrative-driven content, while spending his spare time as a documentary filmmaker.
&
Small businesses, semicolons.
Chasing ever-changing algorithms.
Kahini is a writer, journalist, and editor specialising in consumer culture. From writer's rooms and pitch meetings to media trips and brand shoots, her expertise lies in building narratives across content mediums - especially for women audiences.
Her work has featured in publications like Vogue India, Harper’s Bazaar, and Business Insider. Her multimedia experience encompasses journalism, branded, and scripted formats, including Netflix India’s first fiction Instagram Reels series (12M+ views).
Along with writing, Kahini encourages brands to invest in impactful stories that go beyond the spreadsheets.
Welcome to SubOptimal: a vibrant boutique content agency
helmed by two multicultural, multi-hyphenate digital media professionals. We're writers, journalists, filmmakers, and storytellers. Drawing from our breadth of experience, we curate the best team for your needs - so you get top talent, without the overheads.
We understand that viral content doesn't translate into real engagement. When brands run after metrics, they risk losing audience interest. Our mission is to find a more effective way to connect with your community.
The internet is oversaturated with the same AI-generated text and
SEO tactics. We make your story stand out.
Take the plunge. Go SubOptimal.
Some markets we've worked in...
Some of our favourite clients...
And a few former employers...
Go SubOptimal.
Become more than another interruption
to scroll past.