Tag: aashish chopra

You’re managing a complex content campaign.How do you keep you messaging consistent?

Focus on the audience, not the campaign. When content aligns with your brand DNA but flows in the interest of your audience, consistency happens naturally.

Create a simple framework – what you’ll never compromise, what you’re flexible about. For us it was: always share-worthy, never compromising on audience value.. formats, platforms could be flexible. 

Don’t obsess about consistency in how content looks.. obsess about consistency in how it makes your audience feel. One creates content rules, other creates content love.

From experience: Complex campaigns get simpler when you let your audience guide you, not your campaign docs.

All the best!

Throwback.. true story about little actions.. and a challenge ❤️

Walking to work few years back, I saw this cobbler sitting idle every day. One day I just stopped and asked.. “Kaise ho?”.. he replied in a dejected tone that nobody stops by anymore..

gave him a sympathetic nod and walked ahead wondering.. Ain’t that the challenge we face every day at work? Got traffic but little conversions.. got reach but little engagement…

Like an ‘aha!’ moment, it hit me like a brick.. before I reached office, I ran back, fired up my laptop and printed a sheet of paper, stuck it to cardboard, with a little CTA.. and ran back to the cobbler and gave it to him.. ‘isse rakho yahan’

After a few days of travelling, I walked by the same guy on my way to work, forgot everything about the card, and before I could ask anything.. I spotted that worn out dusty cardboard sign..

‘kaise ho’ I enquired.. His eyes lit up – his sales had doubled, people dropping by had increased and now this little cardboard sign was part of his toolkit.

So here’s a challenge: in your daily life, can you find that one person you can help, with the skills and knowledge you use every day at work? Spot people, small businesses.. in your routine.. Post pictures or experiences in comments.. or just ideas how you can help :)

#BeTheChange ❤️

You’re striving for creative breakthroughs. How do you balance planning and spontaneity effectively?

Creative breakthroughs happen when you’re having fun. Period.

Sure, you can do your frameworks, planning, all that stuff which your mind, experience, Google or AI tells you.. but real breakthroughs? They’re always an outcome of your mind having fun, coming up with things you never planned or imagined.

Keep consuming great quality ideas – movies, songs, cartoons, books.. build those dots to connect. But then? Just have fun. Play.

The more you don’t chase creative breakthroughs, the more they come to you.. like that butterfly which sits on your hand the moment you stop chasing it.

All the best

Fast, Cheap & Viral workshop at BharatFD

And the enthusiasm about all things creative, content and crazy.. continues! Grateful to have met and led the workshop with an enthusiastic team at BharatFD. What made this truly special was not just the team, but having family members and customers in the audience – made our discussion so much more wholesome. Every point, every question was focused on the ‘what’ and ‘how’. Sometimes the best ideas are hidden in unlikely places, all we need is a process.. a way.. to uncover them :) Thanks to Bishwajeet, AYUSH, Shashwat, Akshay and everyone in the team, wish you all the best! oh and my buddy Parivartan for making this happen..

Your team is afraid to take risks. How can you shift their mindset towards embracing failure for innovation?

Let’s stop using words like ‘risks’ or ‘failures’.. all great work, all innovation happens with a sense of play. Not with this pressure of achieving something.

Start small – tiny experiments where stakes are low. One video, one campaign, one crazy idea at a time. Build confidence through small wins.

Make it a game – every week, try something nobody’s done before. Celebrate the experiments, not just the outcomes. Document learnings, build on what works.

The more your team gets comfortable with experimenting, the more natural innovation becomes. It’s like muscle memory – the more you play, the better you get.

Bottom line? Create that safe space for play first. Innovation follows. All the best