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/

We always knew this would be a hilarious episode. What we weren’t prepared for was how profound it would be.

Ladies and gentlemen, the one and only Abish Mathew speaks about content, comedy and his process. What’s your favourite brand of Abish Mathew comedy? The talk show host one? The musical comedy one? The one-man-act one? The weird Reels one? The sketch actor one? The good ol’ standup one? The improv one? The answer is yes. We peer into the colourful, zany, beautiful mind of one of India’s most versatile comedians. But his is not just a kaleidoscope, for he also thinks deeply about comedy. So from Son of Abish to Journey of a Joke, Abish’s output covers a spectrum of formats, and vibes. In this conversation, we learn about Abish’s love for collaboration, spaceships and boredom. While this will thrill his many fans, there is also a lot of advice for creators and budding ones. What amazed us as hosts is how relatable we could find so much of this - from nurturing a seed, to overcoming impostor syndrome, to finding joy in the process. We wanted to peer into his mind, but he really did bare his heart to us. Enjoy.

Links Abish Mathew Discount for signing up for The Six Percent Club: https://www.thesixpercent.club/son-of-abish/ YouTube: https://www.youtube.com/channel/UCtWoDeegvTPfuuNm_ilJntg Instagram: https://www.instagram.com/abishmathew 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/

Two people decided to grab a bite after their run. A few years later, that became a thriving community of 1000+ people with “slots” going in a minute. This is the story of Thindi Capital.

Ajit Bhaskar is a tea scientist by day. By weekend, he curates ‘Thindi walks’ in Bengaluru - where he leads a group to sample some of the city’s best fare (dosa, idli, chaat and the like) from Darshinis (old-school, cheap eateries). Through these walks, people discover the culture of the city and its localities, myths are busted and tummies are filled.

We invited Ajit to the show to speak about how this idea took a life of its own, and how he curates these walks - in many ways, content. Yes, we talk about concepts like the power of demonstration, keeping an open mind… But mostly we talk about dosa. Welcome to the most delicious episode in this series so far!

From the rise of comedy, to curating events; from appreciating comedy as a fan to selling it as a businessperson - there are few better people to speak to in India than Dhruv Sheth. Currently the co-founder and CEO of the m19collective, Dhruv cut his teeth at talent-and-events company OML Entertainment, where he went from (no joke) amp-carrying intern to COO in about a decade. He has seen up close how music festivals are curated, how Zakir Khan rose to fandom, how the promise of independent music is (finally) being realised, how content has evolved to changing screen sizes, how creators themselves have changed... And so much more. We get into the subtleties between Instagram and YouTube. We speak about finding one's own voice, and authenticity (and debate what that word even means), what it takes for a subculture to succeed, and so much more. This one was among the richest episodes we recorded. Chuck has worked with Dhruv at OML, and it was a delight for us to sit down with him and decode content and the creator economy. It also helps that Dhruv is incredibly funny. His OML story alone makes this episode worth it!

We believe there is always a different way of looking at things, another layer to be peeled. For cities, for an interest, for any topic. And that should be liberating as a budding creator. In this episode, we speak to Gopal MS, who runs the popular Instagram page Mumbai Paused. Gopal is not just any photographer. He seeks out the stories that lie around us, that capture the dichotomy of the city - between the fast parts, and the slow parts. He is motivated by finding the relationship between everyday people and this megapolis they have chosen to inhabit. His photos are thought-provoking, funny, poignant, and beautiful - all without using any words. We speak to Gopal about how he found this unique content project idea, and how he refined it over the years. We speak about how he built his style, and how he turned his hobby into a habit. Spoiler alert: By giving it time! We touch upon aspects which will be useful for any young creator today: Not paying attention to feedback, going down internet rabbit holes, and how stepping out of one’s bubble can be very informing. And of course, we speak about Mumbai - the madness, but also the calmness. The two “clocks” that the city runs on, various communities, and more. We speak about Gopal’s other venture - Go Hallu Hallu - a series of curated walks where you see a side of the city you may not have experienced before.

If there is one person who will convince you that having diverse interests will benefit you personally and professionally, it’s Berty Ashley, one of the most multifaceted people we know. He’s a quizmaster, musician, scientist, author, music artist manager - professionally. He’s also a vinyl record collector, coffee taster and (as he puts it) local jokester and punmaker. His diverse interests crosses over in everything he does - from giving audiences scientific epiphanies while conducting really fun quizzes, to hiding Pink Floyd references in academic papers! We speak to Berty about the innate curiosity that drives everything he does, how being interested in various things gives him random connections, how he built a quiz event blending science, history, music and humour (and made it work!), the “performance” of being a quizmaster, his philosophy of storytelling and much more. Along the way we cover esoteric terrain such as his disdain for zebras, building jugaad microscopes, how highly sheltered girls were able to identify a BTS GIF while their principal couldn’t, how X Files impacted STEM enrolments, and more. Anyone who knows Berty knows the bucket of trivia and joy (and bad jokes) he is. We speak about the anti-brand he’s managed to build himself. This is one of the most wide-ranging and entertaining conversations we’ve had in this series. Come, laugh (and learn) along.