Build a solid creative strategy that fuels brand growth and drives real, measurable business impact.

Introduction to Creative strategy

Learn to translate business objectives and insights into campaigns that drive brand and revenue. Dive deep into writing impactful briefs, articulating the creative idea, and nailing production.

Core outcomes of the CRAFT

We'll dive into the 4 key pillars of building a creative strategy and building memorable campaigns.

Introduction to Creative Strategy

Module 1

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Framework to creative strategy

Translate your business objective and insights you deduce into the marketing job to be done.

Translate business objectives to JTBD

Learn to craft briefs that inspire by nailing 4 key aspects:  the insight, main point, target audience and task map.

Craft a high-impact creative brief

With the brief in place, we’ll tackle the tricky bit. Dive deep into evaluating concepts, articulating the heart of the campaign and sharing feedback.

Articulate the creative idea

We’ll learn to now bring these ideas and concepts to life by nailing production with 5 major steps.

Production excellence

Understand all of this with real life examples from Swiggy, Hindustan Unilever, Cricbuzz, Meesho and more. 

Real-life examples: Swiggy, HUL, Cricbuzz

Module 2

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Swiggy’s creative strategy

Apply the 4 step framework to build Swiggy’s creative brief. 

Crafting the creative brief

Articulate the heart of the idea with the ABC framework, evaluate ideas and share feedback.

Articulating the idea

With the brief and idea in place, move into the production process to bring the campaign to life.

Module 3

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Cricbuzz’s creative strategy

Apply the 4 step framework to build Cricbuzz's creative brief. 

Module 4

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Ashwath Swaminathan

Designed to help you build high-impact creative campaigns that drive real business metrics from acquisition to retention to brand loyalty.

You’ve been running ads, building assets, working with agencies. This CRAFT will give you the structure and framework to create impactful, repeatable, and scalable campaigns.

You’re building a brand from scratch and need a structured approach to your creative, one that isn’t driven by gut but is built on strategy and outcomes. This CRAFT solves for just that.

This CRAFT will take you from business objectives to writing a high-impact brief and executing with excellence, so your creative doesn't just stand out but scales brand and revenue.

Creative Strategy

Over the past 2 decades, I've led marketing multiple teams and built brands across industries in leadership roles at Unilever, Swiggy, and more.

In today's world, creative strategy is no longer just about big ideas or flashy eye-catching campaigns. It's about connecting your business objectives with creative concepts that drives real, measurable growth.

Throughout my career, I've honed the ability to connect strategy and creativity to build strategies that drive impact across Global and Indian companies. From my time at Unilever, where I led diverse verticals and teams across beauty, beverages, and personal care to my role as the CGMO at Swiggy where we transformed the brand with innovative campaigns, I've seen firsthand how great creative strategy fuels growth.

I've distilled all these learnings into this CRAFT. You'll learn how to define your business objectives and insights, write briefs that inspire and build campaigns that drive growth across touchpoints.

Every successful campaign starts with a solid foundation. Define your business objective, deduce core insights, and translate them into a clear marketing job to be done.

Nail the business objective and insight.

Learn to craft briefs that inspire, not prescribe. Get this step right by nailing 4 key aspects of a good creative brief: the insight, main point, target audience and task map.

Craft a compelling brief.

With your brief in place, learn how to evaluate the concepts your creative team presents, articulate the heart of the campaign — your creative idea, and provide clear, actionable feedback.

Articulate the creative idea.

Once your creative concept is locked in, it's time to bring it to life. Learn how to lift the script to a great execution by understanding what to do, how to do it and what to avoid.

Ensure production excellence.

Learn to build creative strategy that leads to high-impact campaigns that drive real business results.