Big FM to launch content incubator and studio, Thwink

Big FM has elevated Manish Karnatak as Head of its soon to be launched content incubator and studio, Thwink. In addition to his role as National Creative Director, he will lead the content studio that works towards enabling strategic innovations and efficient creation of quality content for radio and clients. His role will focus on constructing clutter-breaking content across radio and digital platforms for both audio and video formats.

Tarun Katial

Tarun Katial, CEO, Big FM, said, “Manish has expertly led the division as the National Creative Director and now in his new role, he has already rolled out high-impact campaigns. With his depth of expertise in the creative conceptualisation process and being a successful content creator himself, we are confident that our new structure will enable us to benefit from new, extraordinary opportunities ahead.”

Karnatak said, “We are taking things to a whole new level with Thwink BIG and I would say leading a studio of this scale would be what any creative person in the business would desire. It is the perfect outlet to channelize our creative abilities to deliver enthralling content that benefits all our stakeholders.”

With an experience of over 12 years, Karnatak’s forte has been conceptualising and delivering highly acclaimed campaigns for brands. He has worked with leading agencies like FCB Ulka, M&C Saatchi, JWT among others where he started as an art director and also scripted films for established brands like Nike, Lays, Nestle, GSK and so on.

He then entered the world of radio where he was an RJ for a Delhi radio station and also hosted a popular afternoon show.

He has been a part of the jury at ABBY and represented India at the Ogilvy Global Conference.