In a world where content is becoming second nature to brands, how can brands actually be meaningful and authentic to consumers? And how does a brand do this consistently? Answering this question is Heli Shah. Heli is someone who started her career when digital media was finding its feet, and she is amongst a handful of professionals today who have seen the evolution of digital media and content. Heli has worked across brands and categories and is currently the Director for Growth & Monetization at Condé Nast India. We go in depth into brands and content - we discuss how brands make content decisions, of how you shouldn't try winning on social media everyday and why brands should build content IP's with a longevity lens. Tune in!

You've heard his work on AIB's videos, now hear him talk about his process. We speak to Mehar Chumble whose work spans playing on stage with said comedy group, to scoring ad films. Mehar is a musician and sound engineer who co-runs a studio called Mondeblue. He does a lot of work for commercial films, background scores and the likes. But he's also done music and sound design for a lot of your favourite AIB sketches and title sequences of comedians' shows! (BTW, he's also the keyboard player for rock band Anthracite, known for their Linkin Park tributes!). In this wide-ranging and quite geeky episode, we talk about the importance of sound and music for content of all types. We speak about Mehar's process and making it work as a commercial music 'freelancer' - collaborations, constantly learning, getting constantly inspired, carrying a mic around, and so on. He talks about the importance of music, what makes for a good director, the power of collaborations, and more. This is gold for those interested in content, music, or freelancing!

Once in a while, along comes a creator who exemplifies the sheer joy of creation. Our guest today, Hari Chakyar, is one of them. It's hard to pin down what Hari actually is. His output spans zines, Instagram comics, heart-wrenching written stories, physical cyanotype art, and even fonts made out of dosa (yes, you read that right). So we naturally wanted a peek inside his head to see how he thinks about all of this, determines formats, and even what to give his time and attention to. The output is a raw, honest conversation which should be an inspiration for anyone - whether they're starting their creation journey, or whether they're a seasoned pro looking for a fresh perspective. Welcome to the beautiful mind of Hari Chakyar. It's colourful in here. Links Hari Chakyar on Instagram: https://www.instagram.com/harichakyar TO YOUR HEART'S CONTENT This is a YouTube interview series hosted by Utsav and Deepak aka Chuck, about the aspects of content that really matter - the craft, the process, the thinking, the ambition. WHY ARE WE DOING THIS? To guide budding creators. What goes into creating content? How do you make content that resonates with people as well as imbibes your unique essence? How do you make sure you hold on to your creativity whilst trying to crack the 'business' of it? The journey to content creation involves passing through many processes - the ideation, the discipline, the craft, motivation, bringing it all to life while battling hurdles of the daily grind as well as the human mind. An exhilarating process whose outcome makes it look simple and that's the beauty of it. We interview experts to understand creation at its core and uncover the hidden gems behind this journey. From breaking down the process to diving into their minds as they go through this start to finish. Expect nuanced, sharp conversations with creators, industry folks and entrepreneurs. THE 6% CLUB India’s first creator coaching program, designed for people with full-time jobs. Developed by mentors who built global 2% ranking content projects while balancing demanding careers. It features live sessions, 3 masterclasses from creators who have cracked it (Amit Varma, Krish Ashok, SneakyArtist, and more planned), personalised mentoring sessions, peer reviews, a vibrant community, and much more. Check out the program and sign up for the next cohort, here: https://www.thesixpercent.club/ Produced by: The 6% Club - Chuck & Utsav Shot by: Team SUHFECTO: Sharath U Holla, Komal Khiani, Sahil Rao, Milind Luther Post Production : Fatang Studios by Flop Films Packaging Sound Design: Mehar Chumble, Creative High Studio Visual Packaging: Mihir Lele, 650ml Studios Recording Studio: The Indian Audio Company, Mumbai Utsav: https://www.instagram.com/postcards.pfn/ Chuck: https://www.instagram.com/chuckofalltrades/