MouliB.

Mouli B  —  Creative strategy, copywriting & communications

From “What are we saying?” to “Who has the final artwork?”

Century teaser: a woman dancing with her golden retriever in a painted living room, headline “Take no permission to get a roommate”. Bliss Century teaser: a man playing guitar and dancing in his living room, headline “Get no complaints on dancing to your tunes”. Bliss Black-and-white print ad of a speaker on stage with red arc graphics; headline “You thrive in action. We bring you to the center of it.” Made to Be More Black-and-white print ad of a man with a tablet in a garden; headline about sustainability. Made to Be More Hoarding: a stomach shaped like a grenade with a lit fuse; “Gastrointestinal cancer is deadly if not detected early.” Health, said plainly Hoarding: a liver with a fuse; gastrointestinal cancer awareness. Health, said plainly Tata Shakti leaflet with product information panels. Tata Shakti Still frame from the animated Tata Shakti TV commercial. Tata Shakti Red banner with yellow text “Friendships can be bought” and a “Shop here” arches mark. Can be bought Yellow banner: “Told him I won’t come to work, because I didn’t feel like it.” Empowering Freedom of speech, Naukri.com Empowering Freedom of Speech Yellow banner: “Thought the joke was lame and said so.” Empowering Freedom of Speech Red poster with white serif text “Know-it-all-ways.” Know-it-all-ways
  1. 01The question
  2. 02The story
  3. 03The line
  4. 04The visual route
  5. 05The agency call
  6. 06The vendor timeline
  7. 07The final artwork

Hi, I’m Mouli. I help brands find their story, give it shape, and get it all the way from first brief to final execution. Today, I lead communications and campaign strategy at Century Real Estate.

Explore the work
  • Century Real Estate
  • Kasturba Hospital
  • Tata Shakti
  • Airtel
  • HDFC Bank
  • Malabar Gold & Diamonds
  • Swiggy
  • Decathlon
  • Karnataka Tourism
  • Amazon Fresh
  • Canara Bank
  • Moon Maternity
  • Sapna Book House
  • PC Chandra Jewellers
  • Wakefit
  • Thales

Selected work · 03

The work is the hero.

Full archive →

All Century Real Estate work →

9+years in the work
8agencies, studios & brands
6industries
6awards & features

Good ideas deserve good execution.

From the first line of a brief to the last detail of a finished campaign, I work at the intersection of ideas, words, visuals and execution.

Speculative work

Ideas nobody asked for.

Self-initiated concepts. Not commissioned by, or affiliated with, the brands shown.

Red banner with yellow text “Friendships can be bought” and a “Shop here” arches mark. McDonald’s (speculative) Yellow banner: “Told him I won’t come to work, because I didn’t feel like it.” Empowering Freedom of speech, Naukri.com Naukri.com (speculative) Red poster with white serif text “Know-it-all-ways.” The Economist (speculative)

What I do

One conversation, many moving parts.

  1. 01

    Brand & creative strategy

    Finding what a brand can say that nobody else in the category can — and deciding what to leave out.

  2. 02

    Copywriting & storytelling

    Headlines, long copy and brochure narratives that read like someone wrote them for you, not at you.

  3. 03

    Campaign conceptualisation

    One clear thought that can stretch from a teaser to a 40-page brochure without losing its shape.

  4. 04

    Communications strategy

    Sequencing what gets said, to whom, and when — from launch teasers to location stories.

  5. 05

    Creative visualisation

    Working out the visual route with designers early, so words and images are built for each other.

  6. 06

    Agency & vendor coordination

    Briefing agencies, aligning stakeholders and keeping vendors on timeline without diluting the idea.

  7. 07

    Production & execution

    Proofs, print runs and final files — the stage where good ideas are usually lost, and where I stay closest.

  8. 08

    Internal communications

    Leadership mailers and newsletters that make a company sound like the people in it.

The journey

9+ years. Real estate, retail, finance, healthcare, education and culture.

  1. J. Walter Thompson
  2. R K Swamy BBDO
  3. Brand Affair
  4. Design JuiceHealthcare awareness campaigns, including gynaecological and gastrointestinal health.
  5. Enthusionz DigitalLed a team of three.
  6. Radio CityRadio scripts, jingles and songs.
  7. Deloitte Digital
  8. Century Real EstateLeads communications and campaign strategy, and writes the copy for Century’s campaigns end to end.

Experience in detail →

Recognition

Noticed along the way.

The idea is only the beginning.

I like seeing a thought become a line, a line become a visual, and a visual become something people remember.

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