1. One whole advertising agency.
  2. One tsp timid intern.
  3. One freshly cracked client.
  4. One tablespoon of a demented creative director.
  5. A bowl of chopped craziness.
  6. Freshly grated beauty of ideas, intelligence and charm.
  7. A talented graphic artist.
  8. A bucketful of PASSION fruit.



  • Take one whole advertising agency and make sure it is firm and finely ambitious.
  • Take years and years of experience, a spoonful of successes and failures, awards and rejections, rise and falls. Mix it all together to form a paste.
  • Add this paste to the ad agency and let it marinate. The more the marination the better.
  • In a separate pan, take one tsp of a timid and totally confused intern. Fry it on medium heat of deadlines until you get a nice aroma of intelligence and talent.
  • Once the timidness and confusion starts to crackle, remove it from the heat and let it cool.
  • Put the marinated ad agency and our freshly cooled intern in a mixer-grinder and blend them real nice. Now you have turned the intern into an employee.
  • Introduce the employee with an important assignment from a freshly cracked client.
  • Let the employee simmer with the assignment on a low flame. Keep stirring the employee with the help of a demented creative director occasionally.(very important step)
  • When you see the intern all red, boiling and blabbering with excitement successfully, turn off the heat and cover the idea with the lid of APPRECIATION.
  • Pour the contents in a large bowl and add a dollop of amazing designs and typography to it. Place slices of passion fruit on the side of the dish to decorate. Now your advertisement is ready to eat.
  • Watch this out of the box delicacy instantly connect with the people eating and raving about it.


  • If the intern is raw, wait until it is fully ripe and ready to be an employee before putting it in the mainstream advertising recipe.
  • Always choose a “cuckoo” creative director. (They are the ones with the maximum stirring ability).

(Copywriter, THiN i Advertising & Branding co.)

Coffeevertising… !! ;)



So i woke up this morning in front of a mirror and this amazingly hideous person was looking back at me..For a minute there i thought that the ZOMBIE apocalypse had struck already. It took me a moment to realise – “Hey, that’s just me, without my morning coffee!”
I very well know that every human who thinks that this dark beverage is their “YODA – the driving force”, shall agree with me. COFFEE IS NOT AN ADDICTION – IT IS A RELIGION. For the people who proudly declare to being bitten by the advertising bug, it is a very common thing to be stuck at something stupid for hours on end and whine.You just have that one cuppa and – VOILA…….. yes…. you’re still stuck, but the whining sure is fun now 
Coffee is such a widely practised ritual amongst the creative clan, i can actually imagine them waving pompoms and cheerleading –

“Coffee..Coffee its our drink!
If we dont get it,we cant think…!” *pfffff*

I work at this brilliant ad agency in Mumbai where I have been hired to THINK. They pay me for my ideas. I am so very glad that coffee isn’t a person. Because then it would have been really unfair if i didn’t split my pay cheque with it at the end of every month. Imagine the comfort of working in an environment where everyone is as crazy about coffee as you are…and that includes my creative director too… My boss is a very calm and composed lady. I have never seen her yell or go mad at anybody…(Yet!) But if a doomsday like this ever dawns upon me,i already have thought of a solution to that –

Step 1. Retreat to a safe distance.
Step 2. Slide a mug of coffee at her.
Step3. Wait for the calamity to pass.

That ought to put me in her good list for a while, because the kind of a coffee person that she is, somehow i believe, she carries an invisible sign above her head – “INSERT COFFEE TO BEGIN” O_o

That’s the story of just one ad agency.There are a million more out there all around the world who breath coffee day in and day out. So much so that September 29 has been declared as ‘National Coffee Day’ in the U.S.
That’s a lot of talk for today. Its time to go and brew myself a cup of freshly ground heaven. You keep watching this space for more interesting stories and anecdotes

– says the Coffeewriter *cough cough* i meant Copywriter, THiN i adv & branding co.