01ZEE5 / OTT / Product MarketingLive work
Smart Play
10 minutes. Zero catch-up anxiety.
A product built on speed needed communication that moved at the same speed — so the message was delivered as a rap.
- Views
- 15.1MViews
- Likes
- 3.7KLikes
PortfolioMumbai, India
Ideas makepeople stop.Strategy makesbrands move.
Koyel Chakraborty
Creative Communications Specialist & Strategist
13+ years turning complex brand objectives into audience-first communication across entertainment, BFSI, hospitality, healthcare and beyond.
Koyel Chakraborty — Mumbai, India
- Years in communication
- DMA Asia ECHO
- ADGULLY Women Disruptor
- Bhartiya Bhasha Diwas views
- Smart Play views
01Selected Work
Some problems need copy.Some need a campaign.The interesting ones need an idea.
Ideas built for screens, streets, platforms, feeds, funnels — and occasionally, award juries.
02ZEE5 / Brand / CultureLive work
Stories That Never Stop
Technology changes. Stories continue.
Give the television a persona — treat the most familiar object in the house as the family member it has quietly become.
- Views
- 2,074Views
03ZEE5 / Topical / PlatformLive work
Topical Tales
Culture in. Content out.
Entertainment doesn't exist outside culture — so the fastest route to attention is the conversation people are already having.
04ZEE5 / Culture / ProductLive work
Bhartiya Bhasha Diwas
Different people, different packs
Different people speak different languages, understand entertainment differently and want different things from it. So one pack does not suit everybody.
- Views
- 41MViews
- Likes
- 10KLikes
05ZEE5 / Kids / Brand VoiceLive work
#MomApproved
Kids watch it. Parents approve it.
Build a voice that makes children's entertainment exciting while giving parents confidence — two audiences, one line.
Disciplines
- Creative Direction
- 360° Campaigns
- OTT Marketing
- Brand Voice
- Cultural Marketing
- Platform Copy
- CRM
- Performance Creative
- Metadata
- Content Strategy
- Creative Leadership
- AI-Augmented Ideation
02Work I ace at
Not just customerlifecycle management.Performance.
A notification gets about four words and one line. It is the smallest unit of communication a platform has — and the one that decides whether the catalogue behind it ever gets opened.
- Sell the plot, not the titlePaddington 2
Popular Paddington is…
Mystery of a Stolen Gift
Watch Paddington 2 now
A family film everyone already knows gets reintroduced as a mystery. The tray line is cut mid-sentence on purpose — the gap is what opens the notification.
- Give the audience permissionA Bad Moms Christmas
Comedy got Slapstick
Moms Ought to Have Fun
Bad Moms time on Zee 5
The title is doing the comedy already, so the copy does something else: it hands the viewer a reason. Not a description of the film — an argument for watching it tonight.
Manifesto
Good communicationisn't about saying more.
It's knowing what matters.
- Audience.
- Context.
- Culture.
- Business.
- Timing.
- Idea.
Then finding the simplestway to connect them.
03Expertise
From “what should we say?”to “why should anyone care?”
04Featured case study— ZEE5
Bhartiya Bhasha Diwas — Different People, Different Packs
- 01
Different people.
- 02
Different languages.
- 03
Different entertainment.
- 04
Different packs.
Different people, different packs
Different people speak different languages, understand entertainment differently and want different things from it. So one pack does not suit everybody.
- Views
- Views
- Likes
- Likes
Brand experience
Selected brands across 16 engagements
- ZEE5
- Kotak Mahindra Bank
- ICICI
- Tata Capital
- Taj Hotels
- IHCL SeleQtions
- JSW Steel
- Cipla
- Tanishq
- NTPC
- IOCL
- Providence India
- InCred
- CleanMax
- Aditya Birla Health Insurance
- Airpay
05Metadata as storytelling
Sometimes the mostimportant storyis the one nobody sees.
Metadata × Discoverability × Narrative
At ZEE5, Koyel led metadata as narrative strategy across SVOD and TVOD — treating the title, synopsis, description and keywords as communication rather than as an operational field to be filled.
That work included studying competing OTT metadata structures and helping evolve narrative frameworks for Originals and D2D content, so that entertainment is positioned and found on its own terms.
- TitleThe first thing that gets read
- SynopsisThe pitch, before the trailer
- DescriptionWhere the tone is set
- KeywordsHow intent gets matched
- ContextWhy it matters right now
- DiscoverabilityWhether any of it is found
The first impression before play.
06Recognition
DMAAsia ECHO ×2
2019 · 2018Kotak — Inactive to Active
ADGULLYWomen Disruptor
2022Excellence in Content Writing
- 2022ADGULLY Women DisruptorExcellence in Content Writing
- 2019DMA Asia ECHO AwardsKotak — Inactive to Active
- 2018DMA Asia ECHO Awards
07About
Mumbai, India
I started with words.Then became curiousabout everything thathappens before them.
Koyel began with the craft of writing, then moved deeper into why communication works: the audience, the business problem, the context, the platform and the cultural moment.
Over 13+ years she has worked across sectors ranging from finance and hospitality to healthcare, industry and entertainment.
Today her work sits at the intersection of strategy, creative communication, brand voice and content architecture.
- Copywriting
- Campaign thinking
- Creative leadership
- Communication strategy
- OTT & content architecture
08Experience
Thirteen years, in four chapters.
- 2012
The Craft
- Copywriting
- Advertising
- Corporate communication
- 2015 — 2017
The Range
- Healthcare
- Hospitality
- BFSI
- Industrial
- Lifestyle
- 2019 — 2022
The Leadership
- Head of Copy
- Creative Director
- Integrated communication
- 2022 — Now
The Platform
- Entertainment
- OTT
- Campaign strategy
- Content discoverability
09ThinkingNotes / Perspective
Working notes on communication.
All notes- 01Perspective
The best campaign doesn't begin with a headline
The line everyone remembers is usually the last thing that got written.
Read the note - 02Note
Metadata is communication too
A title, a synopsis and a set of keywords are the first thing an audience reads. Most brands treat them as admin.
Read the note - 03Perspective
Entertainment is getting shorter. Stories aren't.
Shorter formats change the packaging. They do not change what makes people stay.
Read the note - 04Note
India doesn't have one audience
Language is not a targeting filter. It is the whole relationship.
Read the note
Contact
Have a brief thatrefuses to behave?
Let’s make something people remember.
Based in
Mumbai, India
Open to
- Creative Strategy
- Communication Strategy
- Senior Leadership Opportunities
- Brand Collaboration
- Campaign Consulting