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Prathap Suthan

Prathap Suthan

These are the best posts from Prathap Suthan.

4 viral posts with 5,856 likes, 764 comments, and 217 shares.
0 image posts, 0 carousel posts, 0 video posts, 4 text posts.

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Hug well.

I remember the last hug my wife gave me. It was that morning, just before we left for the hospital.

For me, it was another morning hug. I wanted her to feel my love, my warmth, my hope.

I also wanted her to know we would come back home together.

But for her, though I understand it only now, it was something else.

It was the quiet, moist hug of someone who knew she wasn’t coming back.

The deep embrace of someone saying goodbye, not for a while, but forever.

That is a hug no one prepares you for.

It is a hug I will carry for the rest of my life. No other embrace will ever come close.

Not every hug is the same.

They come loaded with their own stories, layers, and unique emotions.

An ageing father pulls his children close before they leave, trying to hold back the years.

A mother at the station presses her child to her chest before they depart for war, her hands attempting to hold back the future.

Two lovers reunite after too long, their bodies finishing what words cannot.

Someone rescued from building debris collapses into the arms of the one who waited.

A migrant worker returns home, his mother’s embrace folding up the distance and the years.

Teary-eyed colleagues join in a group hug when their united effort saves their business from collapse.

Sometimes, even the arms of a stranger can keep you standing when disaster has stripped everything else away.

A hug can greet. It can part. It can hold love or carry survival.

But it is never just a hug.

It arrives when words have failed and becomes the anchor when the heart needs something steady.

We live in a world that rushes past touch. Hiding behind screens, avoiding closeness.

But we are made to hold and be held, to carry and to be carried.

I know we have to deal with shallow and hollow hugs at times.

But if you’re lucky enough to hold someone today, hold them like you understand what it means.

Because sometimes, the only thing keeping us whole is the memory of the one who once held us, just before they let go.

I can vouch for that.

#advertising #life #people #hugs #bitm #banginthemiddle
When it comes to copywriting, writing is only a part of it.  
 
Because even before I write, I need to completely understand my product, service, or brand. Along with features/benefits.
 
I need to know my consumers. What they do, where they live, what they love, and what they hate.
 
I need to learn to absorb fast. How oil is made, why buns are sweet, why milk is white, and why cats love kibble.
 
I need to find cracks and apertures in the market that will help me angle my communication.
 
I need to be fluent in print, TV, radio, outdoor, digital, social, experiential, activation, and all mediums.
 
I need to give up on my signature style. My brands can’t sound like me.
 
I need to have a ton of writing styles. A car brand can’t sound like a bottle of jam or a roach repellent. Different brands, different personas.
 
I need to have a fluid mind and I cannot choose what I want to work on. I need to be equally passionate about oral hygiene, cryptocurrency, and adult diapers.
 
I need to be aware of tech, and how to use it to drive an idea.
 
I need to be able to see tea as global peace, an insurance co. as a theatrics co., and a bar of soap as a whale’s best friend.
 
I need to borrow from geography, history, cinema, sports, literature, wildlife, poetry, and even from Mars.
 
I need to know music, films, graphics, and trends. I need to know directors, DPs, editors, and animators.
 
I need to know formats across platforms, and new possibilities. With AI, ML, and now Meta.
 
I need to connect with retirees, children, parents, grumpy aunts, chirpy teenagers, lawyers, soldiers, and headbangers.
 
I need to know how to write a google ad, a tweet, an SMS, an FB post, an IG story, a magazine campaign, a 20-page newspaper ad, and an ambient idea for OOH.
 
I need to know how to write an annual report, a label, a testimonial, a matrimonial ad, a politician’s speech, a nursery rhyme, a guide, a jingle, and a recipe.
 
I need to know how to write street plays, long copy ads, talking banners, vertical posts, non-skippable YT films, a 15 part web ad campaign, a print campaign without words, a TV film without visuals, and a radio campaign that woofs to pet dogs.
 
I need to empathise with hopes, pains, limits, desires, lunch boxes, and even bodies of men and women I haven’t met, don’t know, and will never fully understand.
 
I need to befriend time and space. They will never give me a sec more. Or a pixel more.
 
I need to be a miner, detective, surgeon, strategist, stylist, presenter, actor, and a reader of moods to sell my work.
 
I need to have parallel minds. As I slip in and out of different brands, consumers, insights, behaviours, emotions, and benefits.
 
And I need to plan and design the specific response I seek from consumers.
 
Copywriting surely does include writing. But it’s one heck of a lot more than just words.
 
#advertising #adagency #creative #copy #copywriting #client #marketing #socialmedia #copywriter #bitm #banginthemiddle #india #design
The future looks rocky for agencies. Puppets as we are in the hands of clients. But maybe we can resolve to fight this together. As someone who leads an independent agency, here’s my stance. I promise not to take on any new biz because the incumbent agency was unable to deliver work across these days. The current agency may not have equipped its people, someone critical in the agency could have got the virus, or the whole agency (regardless of its size) could’ve got infected. Sorry, but I won’t let their misfortune add to my books. I won’t take on a biz that dumps its agency in these times. And I cannot allow industry colleagues to get sacrificed. For no fault of theirs. Too many jobs are at stake. And too many clients are cold and heartless. This is the least I can do. I hope other agency heads will also bare their hearts and spines. Ours is a beautiful business. We know pain and hurt. And we all know just how vulnerable we are. Let’s do this for each other. Let’s park the greed, hunger, cut-throatism, and competition till we get corona out of the way. Let’s take care of each other. And be united. It sure can’t beat us if we stand together.

#corona #advertising #agency #brand #client #creative #banginthemiddle #bitm #socialmedia #digital #tech #marketing #india #together #india
When I was with Mudra - Ahmedabad (late 80s), the only long holiday I’d take was for Onam during Aug/Sept every year.

During one of my holidays, a cousin decided to get married in a hurry. Exactly on the day I had to be back in Abad.

Since I had to inform Abad, I called up office and asked if I could speak to my boss. Unfortunately he wasn’t in. As were other seniors. The branch head was out, the servicing head was travelling, the media head was at a meeting, and even the CMD - AGK was out of office.

Finally I got hold of Dr CM Ramesh aka Uncle Tom, the affable HR head. I spoke to him about the wedding, and that I’d be late by two days. He assured me that was fine, and he’d let the office know.

I landed back in Abad, and as soon as I walked in, I got to know that AGK had instructed the branch head to sack me.

I was shattered.

When I spoke to my boss, he coldly said that as I hadn’t informed the office, I was fired for irresponsible behaviour. I insisted that I had spoken to Tom, but he said Tom hadn’t told him.

I ran up the steps to Tom’s cabin, kicked it open, and I let fly at him.

Why the hell didn’t you tell my boss that I had called, told you about the wedding, and that I’d be delayed? I kept screaming!

Tom sat there like a rabbit caught in the headlights. And confessed that he had messed up!

Immediately he got up and said ‘Pat I am sorry. I forgot to tell them. And if they are going to sack you, I am going to ask them to sack me as well. And if they won’t, I will quit right now. Let me go and speak to them.’

He walked out and before long he came back with sunshine.

He met AGK, told him that I had called and informed, and that it was his mistake that he’d forgotten to inform the office.

Once AGK knew that I had informed the office, and that Tom had goofed up, he had no issues in revoking his decision to sack me.

I jumped up, hugged Tom - moist eyes included, bolted back into office with the news, and the entire creative dept cheered for me.

While the incident hurt me, it made me recalibrate my relationship with the office and its seniors. Office is never home. You are always on thin ice.

But it also taught me how some colleagues will stand by you. And display true spine.

I have always been grateful to you Tom. For putting yourself in front, for sort of redefining the meaning of HR, and for being ready to sacrifice yourself for the truth.

Thank you Tom. For your courage, for your sense of responsibility, and for making me a more judicious person and professional.

#advertising #agency #corporate #colleague #creative #hrd #hr #bitm #india

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