Most people think agility in advertising means reacting quickly. But for Ishrath Nawaz and Ka Brand Consulting, it’s about something else entirely—seeing the wave before it forms, pivoting before the need arises, and staying ahead, not just moving fast.
Real agility isn’t about last-minute course corrections. It’s about building flexibility into the DNA of a campaign. When the plan is rigid, the moment something shifts—consumer behavior, market conditions, even internal challenges—it crumbles. When the plan is alive, it bends, stretches, and finds a way to work.
Take the case of a major construction giant trying to sell a millennial-centric housing project in Kolkata. The brand had a strong ambassador—a famous cricketer—but there was a problem. He had zero cultural connection with the young audience they were targeting. The brand had already spent resources developing a campaign, but concept testing showed it wasn’t landing.
With deadlines closing in, Ishrath’s team stepped in and took a radically different approach. Instead of trying to force the cricketer into a youth-friendly role, they turned the disconnect into the idea itself. They created two distinct versions of the brand ambassador—one, a refined and polished version people expected, and the other, a cooler, unseen side that had never been explored before.
The campaign became a battle of identities, pitting the two versions against each other in a playful competition for audience approval. Suddenly, people were interested. The creative tension made the campaign not just watchable but engaging.
Sales followed, and the company saw an unexpected result—the strategy had repositioned the ambassador in the public eye so effectively that the brand decided to elevate him to a national-level face across all their projects. What was originally a local housing campaign turned into a blueprint for an entirely new format of real estate marketing.
For Ishrath, this is where agility matters most—not just reacting, but reshaping the strategy itself.
It’s the same instinct that helped a Delhi-based NGO navigate its own branding crisis. The organization was working to support a specific gender’s rights but faced extreme opposition that was preventing them from even registering their name. The space was crowded, and every potential name they explored was either taken or too polarizing.
During a casual conversation with the NGO’s leadership, Ishrath saw the deeper issue. The way they were framing the cause was limiting their ability to gain traction. Instead of focusing on one gender’s rights, Ishrath suggested positioning it as a fight for equal justice. The core values stayed intact, but the framing changed everything.
With this shift, the NGO was able to secure a unique, easily registerable name, avoiding the usual bureaucratic delays. The campaign launched soon after, and within weeks, the organization had gained momentum from multiple sectors—even from groups that had initially been resistant to their cause.
“Sometimes, the biggest breakthroughs come from changing a single sentence, a single word, or a single assumption,” says Ishrath. “You don’t always need to change the mission—you just need to change how people see it.”
This ability to turn challenges into creative opportunities is what separates companies that fade away from those that reshape their industries. It’s why brands working with Ishrath aren’t just getting campaigns—they’re getting strategies that can move, adapt, and evolve in real time.
Because in a world where everyone is trying to catch up, real innovation comes from being the one setting the pace.
