let the cute Fox not fool you.
ideas
bite
my
I'm
Madhumoy Satpathy
Creative Strategist
A stand-up comic by passion. A creative strategist by practice. The same skill, reading what a room actually needs, works on stage and on a brand brief.
Brand Campaigns & Content
| Insight to Execution |
Take
a LOOK
at
my
WORK
Brief:
Insight:
Execution:
Result:
A PR crisis demanded Paytm affirm its Indian identity - fast, credibly, and without sounding defensive.
Patriotism was the wrong register. The real story was already in the streets - auto drivers, vendors, students for whom Paytm made India's informal economy visible and dignified.
A full campaign series built around those cultural use -cases. Core line: 'Har Ghar Ka, Desh Bhar Ka.'
Paytm adopted the line as their official permanent brand tagline. Not a campaign slogan. The tagline.
Brief:
Insight:
Execution:
Result:
A 60-second film to spread awareness against scam calls and phone fraud. Short deadline. Early ideas killed in review.
Mid-frustration, mid-meme-scroll, the line arrived: "Rasode mein kaun tha ko phone kar dete hain, baat khatam." That was it, "Phone Pe Kaun Tha"
Led end-to-end - ideation, concept deck, script, reference decks, on-shoot creative direction.
Won Adgully Digixx Best Moment Marketing Award.
Brief:
Insight:
Execution:
Result:
Air India needed to rebuild trust post-privatisation without making corporate claims nobody would believe.
Trust doesn't rebuild through new planes or rebranded uniforms. It rebuilds through the people - the 20+ hours of coordinated effort behind every 2 hours you spend in the air.
'Behind Every Takeoff' : a 5-episode docu-series pulling back the curtain on cabin crew, ramp teams, ATC, cockpit coordination.
Broke the communication silence that followed the crash by shifting focus from the brand to the people who actually run it - and how they do it, every single day.
Brief:
Insight:
Execution:
Result:
Drive West Bengal viewership for KKR on JioCinema across the full IPL season.
Pan-India cricket creative doesn't move regional audiences. A Bengali fan's relationship with KKR runs through Kolkata, through their language, their streets, their version of what this team means.
A regionally rooted creative format - built once, adapted across 2-3 match weeks with different match slates and fixture contexts. Scalable by design, consistent in voice throughout
Viewership grew steadily through the season. The regional-first approach worked well enough that JioCinema applied the same framework to other franchises - from Hyderabad to Rajasthan.
Brief:
Insight:
Execution:
Result:
Lakmé needed to hook Gen-Z on sunscreen - and make them see it as an investment.
Gen-Z's internet language is the unhinged office reel - interns talking to CEOs like equals. iDiva's audience is just that, so we just introduced the micro-series they already consume.
'Skinvestment' - a Gen-Z coded Instagram series using a CFO vs. Intern format where a CFO audits beauty routines with ROI logic. Lakmé sunscreen positioned as compound interest for your skin.
Product education delivered through a format Gen-Z was already watching - micro-series done right.
Brief:
Insight:
Execution:
Result:
Samsung wanted the Galaxy Watch 7 and 8 to live inside content across Mashable India and Curly Tales.
Everyone sees the mirror-selfie. Nobody sees what built it - the 5am alarm, the reps, the recovery, the data quietly tracked on a wrist. That's where the Watch belonged.
'Power Hour' - a workout IP with Soha Ali Khan and Kamiya Jani across both channels. The Watch tracked every session in real time, visible in action, earned by the content around it.
Consistent 500K-1M+ views per episode. The audience watched the Watch work - without once feeling like they were being sold to
Additional
Work
How I Work
Every brief has a surface problem and a real problem. My job is to find the gap.
Sometimes that gap reveals itself in a meme scroll.
Sometimes in what a regional audience needs to feel seen.
Sometimes in the one thing everyone in the room walked past.
Insight comes first. The idea comes after. The execution comes after that.
Find The Truth
Cultural research, audience behaviour, what's actually going on people's feeds and minds
Build The Idea
Brief-to-concept translation, format development, pitching
Make The Thing
Script to screen, pitch to delivery, production oversight and cross-functional delivery
I'M AN ORIGINAL CATCHPHRASE
I wish I were a catchphrase. Instead, I catch phrases
I started making sense of audiences on a comedy stage - figuring out in real time what kills and what dies. Turns out that's what a brand brief needs you to do, just with fewer hecklers.
I studied media and culture at TISS, which sounds serious but it just trained me to articulate what I was good at better: finding the insight that people notice but don't make a note of
8+ years. Broadcast, OTT, digital, sports.
I work brief-to-execution - cultural insight, concept, scripting, pitching, delivery. I've built branded IPs that scale, campaigns that shift brand perception, and integrations that feel native to the content.
Currently at Fork Media, leading branded campaigns and IPs. Before that, owned marquee sport properties at JioCinema. A line I wrote for Paytm became their official permanent brand tagline.
About Me