“Kuchh Empowerment Type Ka Socho”: Every Brand’s Creative Brief

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“Kuchh Empowerment Type Ka Socho”: Every Brand’s Creative Brief

Illustration: Akshita Monga/Arré

T

he Game of Thrones title track suddenly reverberates through the four walls of a luxurious 400 sq ft apartment on the outskirts of picturesque Sakinaka. I make a dash toward my mobile phone and chirp, “Hey Shaun, loooong time. How have you been? You know I loved your Italy pictures!!” After indulging him for full 2.33 minutes – Shaun is cuter than Shaun the Sheep and he’s yet to sign my cheque – I gently nudge him to come to the point.

An agarbatti brand that’s big in tier-II and III cities wants to spread its wings in the bigger metros through a digital campaign. Cool, I say. What’s the creative brief? He says with the same nonchalance he exudes while clearing my payments, “Nothing in particular yaar. Bas kuchh empowerment type ka socho (think along the lines of empowerment).”

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