Notes from the desk on playbooks.
Festive briefs lock early and shoot calendars fill first. A month-by-month plan for Navratri to Bhai Dooj, by market and by language, written so the brief is ready before the creators are booked.
Playbooks7 min read
Objective, budget band, market and timeline. What each line has to say, what to leave for the agency to propose, and the questions a good agency asks back within a day.
Playbooks6 min read
Running a creator’s post as a paid ad from their handle is a usage right, not a favour. What to agree, for how long, who holds the ad account, and what to do when the window closes.
Playbooks6 min read
Every paid creator post in India needs a clear label. Which posts count, where the label goes on each format, who checks it before it goes live, and what to put in the contract.
Playbooks6 min read
Three creative routes on day one, consolidation by day four, whitelisting by day seven.
Playbooks8 min read
Casting, scripting and approvals when the same claim has to survive translation.
Playbooks7 min read
The four-line brief format our operators use, and what to leave out entirely.
Playbooks6 min read
