About

I started with words.Then became curious abouteverything that happensbefore them.

Koyel Chakraborty, Creative Communications Specialist & Strategist

Mumbai, India

Koyel Chakraborty is a Creative Communications Specialist & Strategist with 13+ years of experience translating complex brand goals into clear, audience-first communication.

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.

Business problem → audience insight → communication strategy → creative idea → integrated execution.

Sectors

BFSI
Hospitality
Healthcare
Steel / Industrial
FMCG
OTT
Entertainment

Capabilities

Strategic Communications
Integrated Campaign Strategy
360° Go-To-Market Communications
Messaging Architecture
Brand Storytelling
Tone of Voice Development
Content Strategy
Audience Insights & Benchmarking
Stakeholder Management
Team Leadership
OTT Content Discoverability
Campaign Strategy
Brand Voice Guidelines
Content Marketing
Metadata Strategy

01Experience

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

02Roles

Where the work happened.

2022 — Present
Zee Entertainment Enterprises Limited / ZEE5
Manager, Creative Services / Creative Team
Creative communications and campaign strategy across ZEE5 — from vertical tonality and cultural moments to metadata as a narrative discipline.
- Defined tonality and communications strategy for the KidZ vertical.
- Led communication around #MomApproved, focused on building trust with parents.
- Conceptualised multi-platform narratives for Bhartiya Bhasha Diwas, National / World TV Day, Women's Day #ApniWaliTeam and SmartPlay Rap.
- Worked with marketing, programming and design teams to maintain a consistent brand voice.
- Led metadata as narrative strategy across SVOD and TVOD.
- Studied competing OTT metadata structures.
- Helped evolve narrative frameworks for Originals and D2D content.
- Developed 360° communications plans incorporating TVCs, collaboration videos, jingles, radio, outdoor, PR and in-app communication.
2019 — 2022
UCID Pvt. Ltd.
Creative Director – Copy / Head of Copy
Translating business objectives into integrated communication frameworks for B2B and B2C audiences.
Brands
- Kotak Mahindra Bank
- JSW
- IHCL SeleQtions
- Providence India
- InCred
- CleanMax
- Aditya Birla Health Insurance
- Airpay
2012 — 2017
Creative Cart / McCann Health / UCID / Sobhagya
Senior Copywriter
The craft years — copywriting across advertising and corporate communication.
Brands
- Kotak
- ICICI
- Tata Capital
- Taj Hotels
- Cipla
- Tanishq
- JSW Steel
- NTPC
- IOCL