Cherry Koshy Writes

  If you can hear your heartbeat, then radio isn't dead yet. Hoping you enjoy this retro revival of Radio Spots... I n a world of AI and digital, whatever happened to the golden age of great scripting and radio spots?  Where have all the emotive brands with great hooking radio that caught you by the ears over the years...gone? Against a media universe of fickle imagery and Insta culture where video and image dominate, audio craft or the 'Theatre of the Mind' as it was once lovingly called, seems to have slipped through the cracks. Somewhere in the back of my head, I can still hear "Video killed the Radio Star..." I am talking those spots that ran images in your mind, through sound, idea, drama, expert crafting and hook? Ones that went beyond selling propositions and tugged at your heart through your ears? Or tickled your funny bone? So I asked my AI bot to answer this and it brought back this explanation which featured on Quora, which spoke about 'radio as a p...

  Case History: ACE: The Paper Plantation Card     Describe the brief from the client: ACE, the hardware and lifestyle store wanted more mileage for its outdoor and gardening range along with the distribution of its 2013 Outdoor Catalogue. They wanted to generate increased awareness and trial specially for its gardening category spanning potting soil, fertilizers, seeds and handy garden machinery. Creative Execution: Generating excitement for a Do It Yourself gardening product is no easy task, especially when it involves getting Non DIY customers into the act. Our ‘Paper Plantation Card’ aimed at redefining the gardening category by getting the customer involved with the magic of gardening. Describe the creative solution to the brief/objective.  We felt that the best way to seed desire and initiate trial was to create a talking point at the ACE store. So we created the ACE Paper Plantation Card, a special Card made out of garden seeds. It invited people to experience...

  Can AI take over our souls?   Let’s face it. Google, Facebook, Tesla, Amazon, Fintech, and scores of others in that order, have all rubbed off their magical pixie dust of algorithms over each other. So much so, that it is continuously breeding revolutionary technology, one binary step at a time in increasing levels of complexity that is slowly but surely replacing our everyday jobs and streams of revenue as we know them. We only have to look over our shoulder at the most recent prediction of the automotive industry which bodes the fact that conventionally designed vehicles will soon be replaced by driverless ones that are fully automated, a la  Tesla . At the heart of it all, the numerous benefits to having machine learning that fuels myriad inventions and automated programmes however cannot be understated. For me, being a creative writer/director in advertising, I am already exposed to its dynamic role in email marketing and social media. This is a widespread journey a...