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.”
AD Agencies
Tawana Burnett to lead social and influencer jury at Abby Awards 2026
Meta’s Apac leader takes the reins for Abby Awards, adding flair to social content
MUMBAI: Tawana Burnett, Meta’s Head of Top Accounts and Agencies for Apac, has been named jury chair for the new social content and influencer ,arketing category at the Abby Awards 2026, powered by The One Club | The One Show.
With a 25-year career spanning the US, EMEA, Latam, and Apac, Tawana has worked on campaigns for some of the world’s biggest brands and leading advertising agencies. At Meta, she guides CMOs, business leaders, and agencies on harnessing digital and emerging advertising solutions to accelerate brand growth.
Before joining Meta, Tawana led award-winning product teams at Intuit, LeapFrog, Johnson & Johnson, and Pfizer, helping launch iconic products including QuickBooks, Listerine, Advil, and ChapStick.
A champion of diversity, she was featured in Adweek’s Women Trailblazers in 2019 for mentoring more than 15 women-led startups and for her work on the #biascorrect campaign that promotes women in leadership. She was also recognised in Ad Age’s Global Leading Women Class of 2023, The List in 2024, and served as juror for Spikes Asia and Mad Stars 2024.
Tawana has held leadership roles in the Singapore Inclusion Council at Meta, the IAB SouthEast Asia & India Board, and currently serves on the boards of IAA SEA and the Ronald McDonald House in New York City. Originally from New York, she now lives in Singapore with her husband and daughter.
The Abby Awards 2026, presented by The One Club | The One Show, will be held during Goafest 2026 from 20 to 22 May in Goa, celebrating creativity across the region.
