BIG FM elevates Manish Karnatak as head, Thwink

In his new role, Karnatak will focus on constructing clutter-breaking content across radio and digital platforms for both audio and video formats.

BIG FM has elevated Manish Karnatak as head of Thwink – a soon-to-be launched content incubator and studio. In addition to his current role as national creative director, he will lead the marquee content studio that works towards enabling strategic innovations and efficient creation of quality content for radio and clients. In his new role, Karnatak will focus on constructing clutter-breaking content across radio and digital platforms for both audio and video formats.

Speaking about his new assignment, Karnatak says, “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 channelise our creative abilities to deliver enthralling content that benefits all our stakeholders.”

Tarun Katial, CEO, BIG FM, adds, “Manish (Karnatak) 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.”

With an experience of over 12 years in the industry, Karnatak’s forte has been conceptualising and delivering highly acclaimed campaigns for brands. He has worked with leading agencies such as 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 a flair for copywriting, designing, voicing, video making, etc.