The Creators’ Den with Amrita Mahale

Amrita Mahale is the author of the acclaimed novel, Milk Teeth, shortlisted for the Crossword Book Award and longlisted for the JCB Prize for Literature and the Tata LitLive! First Book Award in 2019. She was part of the Sangam writing residency 2017-18 and her writing has appeared in a number of renowned publications such as Hindustan Times, Indian Express, Scroll, Himal Southasian and Brown Paper Bag. She currently works at an applied research lab focused on AI for social good.

Read on to find out how this rocket scientist from IIT and Stanford became a fiction writer.

Tell us about your journey – how did an aerospace engineer find her way into literary fiction? 

I have dreamed of writing novels since I was very young. It was always clear to me that no matter what I studied or where I worked, I would work towards being a writer. The path was a zigzag one. After two degrees in aerospace engineering, I pursued a career in strategy & product design in consumer technology companies. Writing literary fiction has little to do with either of those. I started with baby steps, taking a writing class one day a week and working on short stories on weekends. One of those short stories eventually became Milk Teeth. My journey illustrates that there are many paths to becoming a writer, some longer than others, but if you have something to say and are disciplined and persistent, you will get there. 

What sparked the thought behind your debut novel, Milk Teeth? What inspired you to write this story? 

Milk Teeth took a little over four years to write and edit, but the characters had been living in my head for over a decade as parts of different, shifting stories. The starting point for the novel was the idea of a prophecy that comes true for the most unexpected reasons: a prophecy that these two childhood friends would grow up and get married, even though one is gay and the other is in love with another man. I was thinking a lot at that point about the kinds of social pressures that compel people to make certain decisions. This evolved into the idea that sometimes prophecies are redundant because people live the same lives over and over again, that their lives are scripted by social pressures more than by fate. And slowly that became a look at middle-class society and what happens when its sense of self-worth is thwarted by modern urban life.

“My journey illustrates that there are many paths to becoming a writer, some longer than others, but if you have something to say and are disciplined and persistent, you will get there.”

The city of Mumbai (or Bombay, as we still like to call it!) plays a vivid role in this book. What has been your personal experience with this city? 

I was born in Bombay but spent most of my childhood in Gujarat, till I moved back to the city as a teenager. My entire extended family – grandparents, aunts and uncles and aunts, cousins – was in Bombay / Mumbai, so my summer and winter vacations were spent there. And my own family moved every two years, so the sense of continuity in my childhood came from spending all my vacations in the city. It is the place I have always thought of as home, and also the city I know best. I wrote ‘Milk Teeth’ when I was living in Delhi, but a week after the novel was published, I moved back to Mumbai after eleven years away.

The characters in your story are layered, nuanced and wonderfully real. Were they completely fleshed out right at the outset or did they gradually acquire their personalities along the way? 

Writing a good character is a feat of observation and imagination both, and good characters come from a place of deep feeling. There was a rough starting point for what each character’s journey was about, and the rest came along the way. Each of the characters struggles with something that I have also struggled with: Kartik’s self-doubt and professional dissatisfactions, Ira’s anxiety about her lack of cultural capital, Kaiz’s longing to prove that Mumbai is his home. And each of these is linked to the novel’s central theme: finding your place in a changing world while trying to remain true to an idea you have of yourself. The complexity in the characters came slowly, accruing over several drafts.

“Milk Teeth took a little over four years to write and edit, but the characters had been living in my head for over a decade as parts of different, shifting stories.”

As a writer, do you ever experience a block or slowdown in your creative energy? If so, how do you tackle it?   

It happens all the time. Sometimes, the only way to overcome it is to power through it. Set yourself a word target and don’t step away from your writing spot till you have met your goal. The words you write in the beginning will be terrible, but will help you get into the flow. This approach does not work all the time. Brute force will not help if you haven’t worked out what you want to say, or if you are genuinely beginning to realise that what you are working on has major flaws, or if you are anxious because the world is in the middle of a long, savage pandemic. Sometimes all you can do is be kind to yourself and wait for the creative energy to return.

Follow Amrita on Instagram and Twitter.

Read our review of Milk Teeth.     

In the Spotlight- Mansi Shah

Postcard Spotlight is an interview series showcasing young leaders and creative minds who are making their mark with their unique talent and drive.

In the spotlight this week we have Mansi Shah, a nature lover by heart who chose to make a difference. With her venture GiftGreen, Mansi turned her passion into a career, creating eco-friendly, low waste products to encourage a greener way of living. Read to know her story.

Tell us about yourself— what inspired you to start your own business? 

I am a person who loves being outdoors. Having spent a lot of time in a boarding school, I have stayed amidst nature for some years. While finishing my master’s and then working for a short period of time, I started realising that I can’t just love nature and admire it, I have to do something for it by working on it full time. My mother was a great inspiration. The way she grew plants at home with so much love and would gift them on special occasions to friends and family and live a low-waste lifestyle was what inspired me to do this seriously. That’s when GiftGreen came into action.

What’s the story behind your venture, GiftGreen?

GiftGreen was started to make alternatives for festivals. We don’t realise the damage we do to nature while we enjoy our festivals. We first started with selling plants in terracotta pots with personalised messages on birthdays and anniversaries. I started making soil and seed modaks for Ganpati at home. During Independence day, I worked on plantable paper to make the Indian flag which had a motto “Don’t throw me, Grow me.” We then slowly had a team of 3-4 people making rangolis for Diwali which can be grown into plants. After 4.5 years, we have a range of personal care items, low waste lifestyle items for anyone looking for alternatives.

What role does Social Media play in helping you build your brand and reach your audience? 

Social Media has played an important role. Before making our Instagram and Facebook page, it was only through word of mouth that GiftGreen was known.  But social media helped us reach a wider range of audience and age groups.

What is your favourite eco-friendly product? 

Okay, That’s a tough one! My favourite would be soil and seed modaks as it holds a very sentimental value and works as a great gift. Any eco-friendly item which is reusable (steel straws, cutlery, tote bags, bamboo brushes) and doesn’t harm nature is my favourite. 

Tell us about your most memorable DIY project/workshop.

My first workshop was the most memorable one. It was on the basics of gardening, I thought nobody would attend such a workshop, but I ended up teaching 5 children and a few adults who were so enthusiastic and the youngest participant was only 4 years old.

If your life was a book or a movie, what would it be called? 

Life Lessons from a Plant 😉 

How do you like to spend your free time?

I am usually gardening in my free time. I make sure I learn new things like embroidery, DIY crafts, new recipes, etc. Dying clothes with natural colours is my new free time hobby.

What are the top three things on your bucket list? 

1. I wish to grow as many plants and trees as I can, wherever I can.

2. Travel to all the national parks, sanctuaries, and forests.

3. Spend more time with people around the country trying to spread awareness about our environment.

Which are your favourite accounts to follow on Social Media and why? 

The zero waste farmer (Manju Kumar) and worm rani (Vaani Murthy) are 2 accounts I really get inspired by.

Where can people get in touch with you?

Email Address: [email protected]

In the Spotlight- Ashish Limaye

Postcard Spotlight is an interview series showcasing young leaders and creative minds who are making their mark with their unique talent and drive.

In the Spotlight this week we have Ashish Limaye, a professional equestrian who talks about his passion for the sport and his love for coaching. Read to know his story.

Tell us about your journey— how did you get into horse riding? 

I started riding at a small restaurant that had one horse kept in the backyard. A few months after riding there, Pune hosted junior Nationals. I went there to watch and met Col Khan after which I started riding with him. 

Horse rider, trainer, instructor- you don many hats. How best would you describe yourself? 

I enjoy each role that I play in the sport. I would say I am a rider who got the opportunity to work with great horses and good kids to help them bring out the best in them. 

What are some of the most challenging aspects of horsemanship and how do you tackle them?

The most challenging is the fact that there is no one method or step-wise process to work with horses. Each horse is different and you have to understand them individually and find a way to work best with every single one of them. 

What does it take to be an equestrian athlete? What advice would you give to aspiring riders? 

It takes a lot of patience and perseverance. I would advise aspiring riders that when you want to compete and want to beat others, don’t forget that you are not the only one performing. You have a team member who doesn’t talk. So take time to learn to communicate with your team member because only then will you both be able to perform your best.

Share the story of your most memorable victory as an athlete. 

My first international show where I placed third. 

Name the top 3 things on your bucket list. 

Asian Games, Olympics and Retirement.

How do you like to spend your free time? 

I love watching movies. 

What are your favourite accounts to follow on Social Media? 

I follow most top riders, Scott Brash, Kent Farrington, Harrie Smolders and so on. 

Where can people get in touch with you?  

I have a Facebook and Instagram account by my name. My email id is [email protected]


The TalkOver- Facebook and Surf Excel

Every brand needs a story that strikes a chord with its audience. There are so many exciting marketing campaigns and commercials that not only help brands sell their products but also capture hearts through heartwarming stories. The TalkOver brings you some of our favourite campaigns of all time, told through our team members’ perspectives.

With the season of colour upon us, we decided to check out some great advertisements by various brands on the occasion of Holi. While Sudhanshu chose the ‘More Together’ campaign by social media giant Facebook which was launched during Holi 2020, Sakshi decided to pick the campaign labelled ‘Rang Laaye Sang’ by Surf Excel from Holi 2019. Whilst both the brands focus on bringing people together, the paths chosen are quite divergent. Read the individual reviews to know how these two brands have interpreted the idea of colours bringing people together, in their own heartwarming ways. 

Facebook – More Together

This beautiful campaign by Facebook, labelled ‘More Together’ was launched in India in March 2020, just before the nightmare of the virus took over our lives. The advertisement perfectly captured the essence of Holi and the holiday spirit that it entails. Translated in 8 languages and showcased on TV and Social Media, the campaign earned huge praise from people in the advertising world.

Created by the agency – Taproot Dentsu, the advertisement showcases a young Indian named Ketan, living in Romania who through Facebook gets updates about his friends playing Holi together in India. This FOMO is experienced by several students who are either studying or working abroad. Before there are any more spoilers suggest you have a look at the advertisement below:-

We have over 32 million Indians living abroad, most of whom can’t make it back for most of the major Indian festivals. Imagine them being able to enjoy certain festivals due to the power of an application. The advertisement is able to capture how the world is beautifully connected using Facebook, which has managed to break the actual physical barriers between people.

In the ad, you can see the Romanian connections answer the call to bring Holi to Romania. Using whatever they can find to create colours “Romanian Style”, these guys head to the store where Ketan works and invite him outside to play Holi. “More Together” captures the cultural nuances of togetherness and the festival perfectly. 

‘The more you open up to the world, the more the world opens up to you’

Facebook, nicely done.

Surf Excel – #RangLaayeSang

On Holi, every year, Surf Excel comes up with a vibrant campaign that captures the essence of this festival in unique ways. Their 2019 campaign became my favourite. The choice of using a pleasing visual to portray a powerful message won over many hearts.

Their idea of “Apnepan ke rang se auron ko rangne main daag lag jaaye, toh DAAG ACCHE HAIN!” was not only an excellent extension of Surf Excel’s popular tagline, but also a prominent message on bringing people together – a core part of Indian festivities. 

The use of a noisy Indian mohallah setup, showing a typical Holi morning where kids are playing with colours and water, is a very relatable scenario for all viewers. The story starts with a girl asking her friends to throw colours and splash water on her – a very unusual call that leaves viewers curious. The climax shows the girl helping a boy who wants to go for his daily prayers (namaz) by shielding him from all the colours, painting a delightful picture of friendship, love and solidarity. The end of the commercial brings in smiles as the girl drops him off outside the Mosque to say – you’ll be coloured after your prayers though!

Despite its humane messaging, this commercial managed to fall prey to controversies. Charges of ‘Love Jihad’ and ‘Namaz being portrayed as more important than Hindu festivities’ were levied. Surf Excel was forced to take the ad down. However, the commercial did make an unforgettable impact on a vast number of viewers.

In my opinion, the commercial was a very optimistic approach to promoting the idea of communal harmony. Well done, Surf Excel! 

In the Spotlight- Shounak Amonkar

Postcard Spotlight is an interview series showcasing young leaders and creative minds who are making their mark with their unique talent and drive.

In the Spotlight this week, we have Shounak Amonkar, a celebrity stylist and the co-founder of Who Wore What When. Shounak takes us through his illustrious journey in fashion. Read to know his story.

Tell us about your journey — how did you get into Fashion? 

I did my graduation as a product designer and moved to Milan to do my master’s in fashion accessories. That was honestly my first taste of what it was to be a part of the Fashion industry. That was my first step and from then on I created a shoe collection for my masters’ final graduation project. We had to style the shoot, I mean I had to get it photographed and the shoot looked great and I realised I’d like putting things together and creating a look. That’s how I originally got into styling.

Share the story behind your venture, Who Wore What When.

So, I met Pranay in Milan. Pranay is my partner. We run Who Wore What When together. He was doing his under-graduation in fashion design and I was doing my master’s in accessories. The thing is Milan Fashion Week used to be insane, it used to be an intense week. People used to dress up and there used to be crazy Street Style paparazzi. The whole city turned into a runway and we used to go around clicking these wackily dressed people. We started this blog; it was actually like a street style blog called Who Wore What When which eventually turned into all these interesting people we used to shoot. We started interacting with them, collaborating with them and we started styling them for these street style shoots. Hence, the name Who Wore What When, which was about a blogger or an editor of a magazine or an influencer, what they were wearing and where you can wear these outfits. So basically, it was just a fashion blog and that is how it started. 

What’s your definition of style?

 My definition of style is comfort. If you are uncomfortable, you don’t look stylish, you look puffy and weird. So, if you are comfortable in what you are wearing, I think that inherently starts looking stylish. I primarily wear only black, so my approach is kind of minimalistic when it comes to colour and my general inspiration in terms of style is Yohji Yamamoto. He is a Japanese designer, who does interesting silhouettes and does great all-black clothing.

What’s the most challenging aspect of being a celebrity stylist? 

Being a celebrity stylist, I feel the most challenging part is it’s a lot of work. It’s not fun, it’s not glamorous, it’s not all parties and all of that. It’s extremely exhausting and primarily you need to understand the celebrity, you have to understand their personality because the clothes are an extension of who they are and not what you think works on them. So, we do a lot of research in terms of what they wear, what they look great in, what they wore in the past that did work so there is a lot of research that goes into it and there are endless conversations and hours and hours of fitting and sourcing of clothes. It’s a long, tedious and painful job where our days start from the minute, we get up to the minute we sleep. The thing is, celebrity styling is a very small part that we do but it is very very challenging, everything about it is very challenging.

Where do you draw inspiration from?  

 Honestly, I think anything can inspire us. We like watching period films, we like watching old runways from the 90s, we also love old Italian movies and that is our general sort of aesthetic. We are sort of maximalist, we like vintage hair, big hair, big accessories, and the general vintage Italian vibe is our inspiration most of the time.

Who’s the one celebrity you would love to style and why? 

Ans- Pranay and I are going to have different opinions. Pranay is dying to style Rekha, that’s his ultimate style icon, diva and he is obsessed with her and everything that she stands for, so he would style her. On the other hand, I would love to style Beyoncé, because I think she was quite an inspiration growing up. I think in the early 2000s when I was a teenager, I was quite smitten. She is such a powerhouse, and she is such a diva. I would love, love to work with her! 

What is your favourite item in your closet? 

Ans- Actually as of now, right after the lockdown opened, I travelled to Dubai for my birthday and I found this perfect laptop bag. It’s like this amazing black quilted leather Balmain bag. It’s a super oversized tote with a black tassel. It was love at first sight so that’s currently my favourite item.

How has Social Media impacted your work? 

Ans- The thing is, work for us started in the age of social media. As a company, we are just four years old. So social media has always been very very important. Instagram especially for us is like a portfolio. Nobody checks a website anymore. They just go through your Instagram to have a look at your work. A lot of business queries come through social media. I am not saying all, but almost 80% of business coming our way is because of Instagram and people in our DMs. So yeah, social media is probably a very important reason for where we are now.

What are the top things on your bucket list? 

My top things on the bucket list are:

  • Trying to take a day off in a week and not touch my phone at all! Just do things that I want and not work for just one day a week. We thought we would try to do that as the year began, but it did not happen. So that’s the one very important thing.
  • I am hoping international travel opens up and I have been wanting to go to Istanbul for a very very long time. We were supposed to go in 2020 but that was an epic failure, so hopefully this year.

Where can people get in touch with you?

People can get in touch with us on social media. Instagram is the best because we are super active in our DMs. Somebody from my team is always checking messages and responding to messages. Emails get lost, DMs stay. So, yeah Instagram is good.

The TalkOver- KFC or Puma

Every brand needs a story that strikes a chord with its audience. There are so many exciting marketing campaigns and commercials that not only help brands sell their products but also capture hearts through heartwarming stories. The TalkOver brings you some of our favourite campaigns of all time, told through our team members’ perspectives.

However, we’ll let YOU be the judge of it. Read on and tell us which is the better campaign according to you.

Since it’s Valentines week, we decided to look at some of the best marketing campaigns over the past decade. With Chirag picking Team KFC and its finger lickin’ good ad, Sudhanshu chose Pumas’ highly engaging marketing campaign for football fans worldwide. Let’s dive right in.

KFCLove is Forever 

KFC is known not just for serving world-class fried chicken but also dishing out impactful campaigns. One such example is KFC’s ‘Love is Forever’ commercial, released back in 2011. The ad opens with a group of kids enjoying a KFC meal outside while an old woman looks at them from her balcony; sniffing the air in reminiscence of her childhood. Following this, the ad progresses in a ‘life-in-reverse’ chronology showing the old couple dancing through different life stages. They get younger and younger as they dance before turning into children again. The sequence of events blends beautifully with the background song (Your Song), originally performed by Elton John. A cover of the song sung by Ellie Goulding is used in the commercial. 

The commercial ends with the two kids lying in bed, when the girl says “I’m hungry.” The camera zooms out to show a sticker bearing the Colonel’s face and the words “So Good”.

The commercial resonated with its audience because of its refreshing storytelling and mesmerising visuals. It left the viewers with a warm and fuzzy feeling, usually associated with the satisfaction of having a KFC meal. The “memories” theme highlighted throughout the commercial effortlessly tugs at the viewers’ heartstrings. 

The commercial has garnered over 800K views on YouTube and is considered one of KFC’s finest campaigns to date.

Puma (Puma Hardchorus)

Football or your better half? An age-old question to which we still don’t have any definite answer. It really is the ultimate trick question, ain’t it?

With the 2010 FIFA World Cup in June, the likes of Nike and Adidas with huge marketing campaigns had roped in several football stars from around the globe and shot several commercials. Puma, although a significant player in the footballing world, lacked the deep pockets of Nike or Adidas. On a humble budget, Puma and its advertising agency DROGA5, NY decided to engage with the fans rather than the stars of the game. With Valentine’s Day around the corner, they decided to capitalise on the fact that after several years, Valentine’s day and FA Cup games both were on Sunday. This ultimate opportunity to dramatise and amplify what a fan goes through every single time when choosing between love and football was something Puma simply couldn’t pass up [1].

Launched in February 2010, Puma Harchorus, was a digital love letter by football fans of various clubs and countries all saying sorry to their better halves, that they couldn’t make Valentine’s work this year. What we see are men in pubs singing songs by Savage Garden to their heart’s content. This trend picked up and several fan clubs across Europe also joined in, recording their singing sessions using bare minimum equipment and sending their entries to Puma.

Puma spent only 1/10th as compared to its competitors while roping in huge numbers of in-store walk-ins, an increase in social media followers and 1.8 million users visited Puma online. Within two weeks of the campaign launch, the video had 5 million views and over 50,000 of these videos were made by fans across 121 countries [2].

Kudos to the advertising team:-

Advertising Agency: DROGA5, New York

Executive Creative Director: Ted Royer/Duncan Marshall

Creative Director: Neil Heymann

Copywriter: Erik Hogfeldt

Art Director: Petter Hernmarck

Production Company: KNUCKLEHEAD London UNITED KINGDOM

Director:Ben Gregor

Post Production:The Mill

In the Spotlight- Akanksha Maker

Postcard Spotlight is an interview series showcasing young leaders and creative minds who are making their mark with their unique talent and drive.

In the spotlight this week is Akanksha Maker, a travel enthusiast at heart and the Managing Editor at Business Traveller India. Read on to know her story.

Tell us about your journey, as a writer, journalist and now a managing editor.

Since school, I have always been interested in the written word. It was around the 8th grade that I knew that I wanted to become a journalist. Having studied BMM (Bachelors of Mass Media) and then my masters in marketing and communications from Westminster Business School, I gained work experience across a few companies in marketing and creative direction. I had been freelancing with iDiva and Mumbai Mirror since college and juggled between writing and marketing ever since. I then interviewed with the CEO of Business Traveller India that was planning its launch in 2015. Being passionate about travel since my childhood, this stint almost seemed too good to be true. I was then hired as assistant editor of the magazine and then began some of the most memorable years of my life, where I got on a plane almost every month, discovering and exploring different parts of the world – all while “working”. Writing, travelling and editing almost came naturally to me, and work didn’t feel like it, most of the time. However, what I loved the most, besides discovering wondrous places in the world, was meeting people from different walks of life and listening to their stories. Coming from a family of travel lovers, and now travelling for a living, I have been lucky enough to visit roughly 22 countries as yet. As of today, I work as Business Traveller India’s managing editor, and continue to love what I do!

Share a story about your most memorable business trip.

It’s so hard to pick one. It would be between Tokyo, London, Kathmandu and Paris, so let me share a line for each! Waking up to the view of Mount Fuji from my room at Aman Tokyo; visiting London in 2019 before the pandemic hit during Christmas time and soaking in all the yuletide magic; and taking a Buddha Air flight from Kathmandu for a “joy ride” to see Mount Everest; and watching Metallica live in concert in Paris. Clearly, my business trips turned to leisure ones post the meetings’ schedules!

What advice would you give to aspiring travel writers?

Pursue the passion behind travel, and the rest will come naturally.

What’s the most exciting trend you’ve witnessed in your industry in the last few years?

Since my forte is in business travel, I’ve noticed a seamless blend between business and leisure travel (bleisure travel). Post the pandemic, workations and staycations have become almost second nature to corporate travellers, who miss that comfort of a hotel room! And lastly, luxury travel has evolved from being loud and over the top glitz to intimate and sophisticated minimalism.

Being the managing editor of a travel publication, what are the key challenges you’ve faced due to the global pandemic and how have you tried to tackle them?

Our job as a travel publication is to keep the spirits high of travellers and especially the industry who has been badly hit – including aviation, hospitality and MICE (meetings, incentives, conferences and events). We endeavour to focus on the positive stories and remind people of their wanderlust, vicariously letting them travel to destinations via our words and pictures. Our readers have also been interested in knowing about the rules and regulations with regards to pandemic related restrictions, and we keep them up to date on the same.

What are the top 3 things on your bucket list?

I absolutely love space and aviation; so one thing on top of my bucket list is this “Edge of Space Jet Flight” in Russia that takes you to the edge of the stratosphere, for a once in a lifetime flight on a MiG-29 Fulcrum aircraft. After this point in air, only astronauts can fly!

Second on my list is an expedition to Antarctica, where I would like to walk amongst seals and penguins, watch blue whales dive into the icy waters, and hike to vantage points of the South Pole.

Third on my list is a diving trip to Yongala in Australia, which is a shipwreck off the coast of Queensland, to swim alongside manta rays, octopuses, turtles, bull sharks, tiger sharks, clouds of fish and vivid coral.

A book you think every writer must read?

Sapiens: A Brief History of Humankind by Yuval Noah Harari. The book spans the history of humankind from the stone age to the 21st century. It intersects natural and social sciences, telling you about the awe-inspiring facts of the world that we live in – only making you want to discover it more. It also makes you realise how small we are in comparison to the planet we reside in.

How do you like to spend your free time?

I love watching science fiction, documentaries and history shows, working out, listening to music and learning more about the things that I love – reading about destinations to travel to, new foods to try and basically expanding my horizons in whatever way I can.

Which are your favourite accounts to follow on Social Media and why?

I love @somewheremagazine for their mesmerising photographs of the earth and @accidentallywesanderson for their aesthetic imagery inspired by the filmmaker.

Where can people get in touch with you?

You can follow me on @akanksha_maker on Instagram or write to me at [email protected]

The TalkOver- Coca Cola Vs Pepsi

Every brand needs a story that strikes a chord with its audience. There are so many exciting marketing campaigns and commercials that not only help brands sell their products, but also capture hearts through heartwarming stories. The TalkOver brings you some of our favourite campaigns of all time, told through our team members’ perspectives.

However, we’ll let YOU be the judge of it. Read on and tell us which is the better campaign according to you.

This week, we have Team Coca Cola – Chirag and Team Pepsi – Sudhanshu, sharing their favourite Christmas commercial concepts from these two great rivals in the soda industry. 


P.S. –
There are no wrong answers. 🙂

Coca Cola – The Letter 

Coca Cola‘s powerful Christmas commercial has been a breath of fresh air in an otherwise challenging year. Continuing its ‘Holidays are coming’ truck campaign (airing annually since 1995), the brand doubled down on its efforts this year with ‘The Letter.’ The heartwarming commercial harnesses the power of nostalgia to encourage everyone to give something only you can give – presence. 

The commercial follows a father who leaves home before holidays to work at an offshore oil rig before realising he forgot to post his daughter’s Christmas list. He then sets off on a heroic journey through seas, forests and open terrains to arrive at the North Pole, where Santa waits for him in the trademark Coca Cola truck. The commercial ends on a sweet twist as it reveals the daughter’s Christmas wish – for her father to return home. 

Directed by Oscar-winning director Taika Waititi – in partnership with Wieden+Kennedy London – and shot in his home country, the spot has also been critically acclaimed. Kantar, a market research company, ranked it as the most powerful advert of the year by organising a poll involving 3000 UK consumers. They were paired with LinkNow AI facial coding technology to reveal the campaign eliciting the most emotional response – all pointing to Coca Cola. This brilliant spot ranked 2nd on Kantar’s list of most powerful adverts of the season, just behind Coca Cola’s ‘Holidays are Coming.’ 

Final Verdict: Coca Cola’s commercial is proof that an impactful campaign resonates with its audience despite a pandemic. 

Pepsi – Nothing Else Is A Pepsi

There’s always been this huge debate between which cola drink is the better one, Coke or Pepsi? Although Coke was the first one on the scene and still enjoys a significantly higher market share, I have always been team Pepsi. I really don’t know why I enjoy Pepsi more. Some say it’s my sweet tooth that makes Pepsi my go-to drink as it’s sweeter than Coke. But for me, I just like the colours of the logo. 😉

You’ll remember those typical videos your friends used to share of foreign commercials? Or was it just my friends? Anyway, I found this gem of a commercial on a 700 MB CD during my school days. 

This is one of my favourite commercials from Pepsi made during the festive season of 1996.

The commercial shows 2 drivers, one from Pepsi and one from Coke, who stop at the same diner during the festive season. Tired from their long haul drive in the winter, they find themselves sitting on the same counter. What follows is a classic case of foes turning friends, particularly due to the festive nature. The conversation the drivers have about family and holidays is just so wholesome, before…. I won’t get into the commercial, no spoilers. This sweet and hilarious commercial is one of Pepsi’s most recognised commercials even today. Ranked among the top 10 commercials of all time, by a popular video blogger, this is one of the first foreign commercials I had seen. As a kid living this rivalry with my brother, who is a Coke fan, just made me associate with this concept even more. Also, I don’t know why but this ad just reminds of that dialogue from Home Alone – “Fuller, go easy on the Pepsi!” 

Everything about the commercials just gives me a feeling of winter – cake, movies and of course, Pepsi. It’s even more special now considering the commercials that either Pepsi or Coke come up with have a celebrity aspect to it and a strong opinion on current events. Although it does act as a platform to call out what is happening in the world, it turns its back on the focal point – the drink itself.

The commercial aired on American television from November 1996, and the lead agency for this project was BBDO NY, USA.

Which do you think was the best commercial? Tell us in the comments.

In the Spotlight- Vinay Kaushal

Postcard Spotlight is an interview series showcasing young leaders and creative minds who are making their mark with their unique talent and drive.

In the spotlight this week is Vinay Kaushal, a music educator, guitarist, and composer whose versatility shines through in his melodious compositions. Join us as we discover the inspiration behind his work, his creative process and more.

Tell us about your journey – what inspired you to pursue a career in music? 

Music has always been a part of my life. My earliest musical memories are the sounds of my mother playing the sitar. I started playing the tabla around my third standard for quite a few years. The rhythmic instruction it gave me has been invaluable throughout my journey as a musician. 

Jump to my teenage years and the world of rock and roll opened up and I took up the guitar. I loved it and got decently good at it quite quickly. I was that popular boy in school who can strum the chords of Hotel California! People egged me on, and I kept playing – exploring Pink Floyd to Pearl jam. I played a few gigs around town which people loved.

I was studying for my BBA, but really only paying attention to my music lessons, when I realised that I couldn’t pursue any career other than one in music. Luckily I have very supportive parents who understood where I was coming from. As soon as I finished my course, I set off to the Musician’s Institute in Hollywood where I was surrounded by like-minded peers and teachers who made me push myself to be the best I could be. Spending all day every day with my guitar was like being in heaven. 

Share the story behind your most memorable gig or project. 

This is a tough one. Every single one project has something special about it. Most gigs are incredible too. However, recently I played a one hour long gig for an audience of one. A friend had bought her two year old son over who is fascinated by the guitar. I played him some tunes — everything from nursery rhymes to jazz standards and I have rarely had such a rapt audience. I only stopped because his mum said it was his bedtime. The joy on his face when I let him ‘play’ the guitar is something I’ll never forget. It just shows as a musician, you can’t really judge your audience until you’ve started playing.

Composer, performer, educator – as a musician, you wear many hats. If you had to pick just one of these, which one would it be? 

Each of them has their perks. Composing really gives me an outlet for my thoughts and creativity. For me composing and performing go hand-in-hand. However, if I really have to pick then I’d pick being a performer. I love being on stage. There is nothing like playing music to an appreciative audience. Thankfully though, I don’t have to pick!

Tell us about the genesis of your latest single, Reality Check

Reality Check was one of my tunes born during the lockdown. The lockdown was super productive for me as I had the luxury to do nothing else but ideate, write, compose, and produce new music. People know me as that jazz guitar player, but the truth is my rock roots go deep. I was introduced to this band called Widespread Panic by some friends and I was pretty much listening to them on repeat along with bands like  Pearl Jam, Incubus, and Radiohead, among others. Inspired by all these greats, I started playing around with an idea that eventually turned into the melody for Reality Check. My wife wrote some lyrics to the tune and  I laid down the track, composed the vocal melody, and arranged the rest of the instruments. I then sent it to the musicians who I thought would do it the best justice by adding their expertise and magic to the lines I had composed. First, I sent it to Canada to this amazing multi-award winning drummer, Agneya Chikte, who drove a 100 miles across the country to use a private recording studio as everything else was shut because of the lockdown. Jamir is an old friend and a bassist I really admire and he laid down some incredible bass. Finally, I got in touch with Siddharth Basrur, who I’ve been wanting to work with for a long time. And it took off from there. Sid was just awesome as I expected and he nailed it in one take. Not to mention the incredible harmonies he laid down. 

My next single, out on the 18th of December 2020, has similar origins but features Shakthisree Gopalan along with a few other musicians. Do watch out for it!

If you had to describe the experience of giving a TEDx Talk, in three words, what would they be? 

  • Introspective
  • Exhilarating
  • Flattering

What advice would you give to someone aspiring to become a professional musician? 

Firstly, you have to be passionate about music itself. The appreciation you get after a good gig from your audience will only come from all the hard work you put into your craft. You need to practice, practice, practice! 

I have many friends complain to me about their 9 to 5 job, telling me how lucky I am to do anything I want at my own time since I don’t have a day job. How weekends are the only time they get to hang out and let loose a little. 

The funny thing is – while I absolutely love the way my life is on a day to day basis, I miss having a weekend too! I’m working round the clock despite what day of the week it is, and I rarely ever have two days off in a row, forget about Saturdays and Sundays since I’m busy with shows! 

Touring looks cool — but many people don’t realise all the work that goes into it. You have to be prepared to take flights at odd hours, reach your soundcheck straight from the airport, hang around the venue all day until it is time to play your gig, sleep for 3 or 4 hours, catch a flight — repeat. If you’re lucky, you may even get in a few hours to practice your instrument. 

It can be a hustle but if you really want it — it’s extremely rewarding.

What’s the one thing you’ve learnt during or because of the lockdown?

The lockdown was really interesting in my journey as a musician. I’ve always considered writing instrumental music as one of my strongpoints. This lockdown I started writing vocal melodies too — and I really enjoyed the process. I guess I’ve learnt that you can do anything once you’ve put your mind to it.

What are the top three things on your bucket list? 

  • To backpack around South America
  • To perform at the Royal Albert Hall
  • To own a teal-coloured Gibson 335 

If your life were to be a book, movie or web series, what would it be called?

A-minor to A-major

Where can people get in touch with you or see your work? 

People can contact me through my webpage or email for work: www.vinaykaushal.com or [email protected] . They can keep up to date with events and gigs or message me for other stuff by following me on Facebook, Instagram or Twitter


They can also check out my music and stay informed about new releases by following me on Spotify, Apple Music, YouTube, or any other streaming platform.

In the Spotlight- Swapna Gadgil

Postcard Spotlight is an interview series showcasing young leaders and creative minds who are making their mark with their unique talent and drive.

In the spotlight this week is Swapna Gadgil, a fitness trainer who lives by her passion to help people lead a healthy life. She shares her journey, insights from the industry and more. Read on to know her story.

Tell us about your journey – how did you decide to pursue a career in fitness? 

I have always been an avid lover of sports and fitness since my school days. This love continued and grew in a formal gym setting in my college days. After completing my MBA and having worked in the IT industry as an HR for 4 years, I understood that this would not be what I would like to do for the rest of my life. So I thought about what excites me the most? And the answer was pretty clear. It was anything related to fitness and especially teaching it to others. So I started undergoing certifications while continuing to work in the corporate field. Also started taking personal training and conducting step aerobics while working. After a year of balancing both my HR job and my training, I decided to make the complete shift. Post that I undertook Pilates certifications which then opened up a bunch of new opportunities! 

What’s your definition of fitness? 

Fitness for me is a sound and healthy body. It definitely does not mean attaining a certain body type with heavy use of supplements, steroids, fat burners, or going through extremely strict diets that are not sustainable for a lifetime. Fitness needs to be a state of a peaceful mind and body. It should be a means to reduce stress or stress-related diseases or disorders. 

What excites you the most about your job? 

The opportunity to learn new things every day and to be able to teach them to others. It’s exciting to be able to help people lead a better life in terms of good health. A fitness coach’s job is never limited to just the physical fitness of a client. We tend to be their friend, confidante, someone who inspires them to be the best version of themselves. It’s amazing to be a confidence booster for people. 

As a fitness influencer, what kind of brands do you like being associated with? What are your considerations when a brand approaches you for collaborations? 

I always like to associate myself with brands I would use myself. These could be in terms of food, clothing, or beauty products. As fitness is very closely related to beauty and lifestyle products, I do collaborate with these as well. My main consideration is the quality of the product. It needs to fit exactly with what I would look for personally while selecting a particular brand. 

What type of workout do you enjoy the most? 

That’s a very difficult question! I like variety in my workouts. So I love to have a mix of Pilates, running, and strength training (bodyweight exercises and free weights training). I am not into lifting very heavyweights. 

If you could binge eat one thing with no consequences, what would it be? 

I could live on Butter Chicken if I had my way in the savoury section and pastries in the dessert section. 

How do you like to spend your free time? 

I like to binge-watch television and spend time with my family and friends.

What’s the first thing you want to do once this pandemic is over?

I want to travel to the beach as soon as this pandemic is over. 

Where can people get in touch with you? 

Through my Instagram @gadgilswapna or email [email protected]