Crafting Stories Across Continents: Manas Paradkar on Thriving in Global Advertising
The world of advertising is as dynamic as it is competitive. For those looking to make their mark, the path is often uncharted and filled with challenges. Manas Paradkar, an Associate Creative Director and Copywriter at The BAM Connection in New York, has carved out a name for himself in the industry through a blend of storytelling, cultural insight, and perseverance. His journey from Mumbai to the US is an inspiring blueprint for aspiring advertising professionals.
Manas’s love for storytelling began early. Growing up in a multilingual household in Mumbai, he developed a knack for translating languages and emotions— a skill that would later shape his career as a copywriter. With a Master’s in English from Mumbai University and another in Advertising from Boston University, he combined academic rigor with creative ambition.
His first break in advertising came in Mumbai, where he honed his craft as a junior copywriter. However, he knew he wanted to push his creative boundaries further, leading him to Boston, where he immersed himself in global advertising strategies and consumer behavior insights.
Manas describes advertising as living “creativity on a timer.” The ability to craft compelling narratives while meeting deadlines is what excites him the most. “Advertising keeps me on my toes. I love the challenge of switching between projects and finding new ways to tell brand stories that resonate,” he says.
For Manas, the essence of great advertising lies in translation— not just of words, but of emotions, values, and aspirations. His ability to tap into cultural nuances and turn them into engaging campaigns has been a driving force behind his success.
Beyond selling products, Manas believes in advertising’s power to shape conversations. He is particularly passionate about women’s equity and social justice and seeks projects that contribute to meaningful change. This purpose-driven approach not only fuels his creativity but also aligns with modern brands that value authenticity and social responsibility.
For those looking to enter the advertising industry, Manas offers three key pieces of advice:
- Immerse Yourself in Great Work – Study award-winning campaigns, follow creatives who inspire you, and never stop learning. “You have to search for inspiration; it won’t always come to you,” he advises.
- Keep Making Connections – Personal connections with people and other creatives, but also brand connections. What are other things a brand can sell, what are the kind of people a brand can collab with, what’s more unexpected, what are the connections nobody has ever thought of before.
- Push Beyond ‘Good Enough’ – In a world where Gen Z professionals prioritize balance and boundaries, Manas emphasizes the importance of going the extra mile. “Sometimes, truly great work demands a little sacrifice and extra perseverance,” he says.
The Future of Advertising
As digital transformation and AI continue to reshape advertising, Manas believes that the core principle remains the same: great storytelling. And the way to tell brand stories in 2025 is through unexpected partnerships and collaborations, innovation or weird product development, employee-generated content, and the inventive use of social media that goes beyond just social posts. Brands that can startle people are the ones that will break through the clutter. But the shock value can’t be superfluous; it must be faithful to the brand and the brand story. Only then will the idea resonate with people, especially Gen Z who value authenticity over everything else.
His advice?
“Stay curious, keep experimenting, and remember that advertising is about making people feel something. If you can do that, you’ve already won half the battle.”
Manas Paradkar’s journey is proof that a mix of passion, resilience, and a sharp creative mind can turn dreams into reality. For aspiring advertising professionals, his story is not just an inspiration but a roadmap to success.
