Thinking
Working notes oncommunication.
Short pieces on how communication actually gets decided — the audience, the context, the platform and the moment. Notes in progress rather than published essays.
- 01Perspective
The best campaign doesn't begin with a headline
The line everyone remembers is usually the last thing that got written.
Perspective - 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.
Note - 03Perspective
Entertainment is getting shorter. Stories aren't.
Shorter formats change the packaging. They do not change what makes people stay.
Perspective - 04Note
India doesn't have one audience
Language is not a targeting filter. It is the whole relationship.
Note - 05Perspective
Tone of voice is a strategy, not a vocabulary exercise
Most tone-of-voice documents are a list of adjectives nobody can act on.
Perspective - 06Perspective
When every brand can generate content, taste becomes the advantage
Volume stopped being difficult. Judgement did not.
Perspective - 07Note
Why integrated communication still matters in a fragmented world
Fragmentation is an argument for a stronger centre, not a weaker one.
Note
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