MAM
#KooKiyaKya asks Koo in its first-ever TVC
Mumbai: Homegrown multi-language micro-blogging platform Koo has launched its first-ever television ad campaign during the ongoing T20 World Cup.
The social media app has partnered with Ogilvy India and developed a creative communication platform – ‘Koo Kiya Kya’ to urge people to express themselves in their mother tongue. The campaign is reflective of users’ desire to leverage social media for self-expression and to connect and engage with their communities in a language of their choice.
Launched at the start of the T20 World Cup 2021, the campaign consists of a series of short-format 20-second advertisements that grab viewer attention through their quirks, wit, and humour laced around the tagline #KooKiyaKya.
The visuals capture people going about their daily lives, indulging in light-hearted banter, and talking straight from their heart – with catchy idioms that can be Kooed to express themselves online. The ads are woven around a unifying message – ‘Ab Dil Mein Jo Bhi Ho, Koo Pe Kaho.’ The ads are live across leading sports channels and will play during the T20 World Cup matches.
“The campaign positions Koo as an inclusive platform, as a platform for self-expression which gives voice to those who have never experienced language-based social media before,” Koo App co-founder Apremeya Radhakrishna said. “With the T20 World Cup 2021 happening right now, the timing is perfect to leverage television as a key channel to put across our message, to help people connect with each other meaningfully.”
Koo co-founder Mayank Bidawatka added, “A large part of India hasn’t been given an online public platform to express these thoughts in people’s preferred language. That’s what this campaign is about – an invitation to every Indian to start sharing their thoughts in their mother tongue and connect with millions of others on Koo in a meaningful way.”
Elaborating on the campaign, Ogilvy India chief creative officer Sukesh Nayak said, “Our idea came from life. When talking to our friends or family in our own language we find the comfort to express ourselves the best. Our intent is to ensure whoever sees these films, should instantly think of many such incidents from their own life. And feel comfortable to express the same in their own language with a wider set of audience on Koo.”
MAM
Deep Chhabria steps up to APAC creative lead at Netflix
Veteran marketer expands role from India+SEA to oversee creative across Asia-Pacific after four-plus years at streamer.
MUMBAI: Deep Chhabria is levelling up at Netflix proving that when it comes to creative partnerships, he’s got the whole binge-watching region on speed dial. The streaming giant has elevated Chhabria to APAC creative lead, expanding his remit beyond his previous focus on India, South East Asia, Taiwan, and Hong Kong. Having clocked over four years with Netflix, he’s been the mastermind behind some of the platform’s most talked-about brand tie-ups in the region.
Standout collaborations under his watch include the Stranger Things 5 x Instamart mash-up, the cheeky Ba***ds of Bollywood activations with Boat and Airtel, Squid Game 2 hook-ups featuring Knorr, 5 Star, and Swiggy, plus the 4700 BC x Netflix play. He’s also driven key distribution deals like Netflix on Vi and Airtel Prepaid, blending content buzz with real-world accessibility.
With roughly 14 years in the game, Chhabria’s CV boasts stints at top agencies such as BBH India, Ogilvy & Mather, and Saatchi & Saatchi honing the craft that makes ads feel less like sales pitches and more like must-watch episodes.
Outside the office, he’s no stranger to the spotlight, a tutor at Miami Ad School in Mumbai, where his students have scooped gongs at Portfolio Nights, The One Show, and D&AD. Oh, and he’s a stand-up comedian who’s notched over 500 gigs across India and the US, even landing spots on Comedy Central India because apparently juggling global campaigns and killer punchlines is just another day at the desk.
The promotion underscores Netflix’s push to keep its APAC creative edge sharp amid fierce competition in the streaming wars. For Chhabria, it’s less a step up and more a wider canvas ready to script the next chapter of binge-worthy marketing magic across the region.
