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
Selected Work
Culture. Content. Conversion.Sometimes all three in one line.
Ideas built for screens, streets, platforms, feeds and funnels — and occasionally, award juries.
Filter work by discipline
12 projects
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
ZEE5 / Topical / PlatformLive workTopical Tales
Entertainment doesn't exist outside culture — so the fastest route to attention is the conversation people are already having.
Read the idea- ZEE5 / Culture / ProductLive work
Bhartiya Bhasha Diwas
Different people speak different languages, understand entertainment differently and want different things from it. So one pack does not suit everybody.
Read the idea - ZEE505
#MomApproved
ZEE5 / KidsZEE5 / Kids / Brand VoiceLive work#MomApproved
Build a voice that makes children's entertainment exciting while giving parents confidence — two audiences, one line.
Read the idea - ZEE506
Metadata & Discovery
ZEE5 / Content Strategy200+ZEE5 / Content Strategy / PlatformStrategyMetadata & Discovery
Treat the title, synopsis, description and keywords as communication rather than as fields to be filled.
Read the idea - Kotak Mahindra Bank07
Inactive to Active
BFSI / CRM2M+BFSI / CRM / DataLive workInactive to Active
Behavioural nudge through storytelling — re-engaging dormant customers by writing to behaviour rather than to a segment.
Read the idea - Tata Capital08
Tata Capital
BFSI / Clarity20%BFSI / Clarity / ConversionLive workTata Capital
When financial products are complicated, clarity becomes creative strategy.
Read the idea - ZEE509
In-App Tonality & Voice
ZEE5 / Brand VoiceZEE5 / Brand Voice / PlatformIn progressIn-App Tonality & Voice
In-app brand tonality and voice building for ZEE5 — currently underway.
In progress — case study to follow. - ZEE510
#ApniWaliTeam
ZEE5 / CultureZEE5 / Culture / BrandLive work#ApniWaliTeam
Multi-platform Women's Day narrative developed as part of the ZEE5 creative team.
Selected work — case study being prepared. - JSW11
JSW
Industrial / B2BIndustrial / B2BLive workJSW
Integrated communication work for JSW, developed during Koyel's time as Creative Director – Copy.
Selected work — case study being prepared. - IHCL SeleQtions / Taj Hotels12
IHCL / Taj
Hospitality / BrandHospitality / BrandLive workIHCL / Taj
Brand and campaign communication for IHCL SeleQtions and Taj Hotels across Koyel's agency years.
Selected work — case study being prepared.
How I think
Five questions,in that order.
- 01
Find the conversation
What already has people's attention?
- 02
Find the human truth
Why should anyone care?
- 03
Find the word
What's the simplest memorable articulation?
- 04
Find the medium
Where does the idea belong?
- 05
Find the action
What should the audience do next?
Clients
More brands. More problems solved.
- IHCL SeleQtions
- JSW Steel
- IOCL
- Providence India
- InCred
- CleanMax
- Aditya Birla Health Insurance
- Airpay
Selected clients across agency and in-house work. Detailed case studies are published only where there is enough to show.
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