By Archana Raj

While it's impossible to promise that any given film will go viral, authenticity and the core idea are the crucial elements of creating viral-worthy content, said Shabbir Motiwala, the head of ad agency Infectious Advertising's newly formed in-house content arm, Epidemik Content.

Epidemik Content aims to embrace AI and new-age storytelling while collaborating with new talent.

Motiwala joined Infectious Advertising last year. Prior to this, he was an independent producer and won the Cannes Lions Grand Prix in 2022 for the Killer Pack campaign. He started his career in advertising as an assistant director at UTV in 1993.

Motiwala emphasised that the most crucial element of creating viral-worthy content lies in the idea itself and its execution. He further highlighted the importance of authenticity, stating that if a video feels fake to viewers, it will never achieve virality. Thus, ensuring that the execution is as real as possible is the key to making content believable and engaging.

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