Arnab Manna: From punchlines to headlines

Arnab Manna isn’t your average copywriter—he’s a whirlwind of wit, a maestro of memorable lines, and a group creative director who’s spent over a decade proving that creativity can both dazzle and deliver.

Starting his journey at Ogilvy, he quickly made his mark with campaigns that didn’t just sell; but sparkled. His work for Coca-Cola, Minute Maid, and Eveready stands testament to his ability to take the ordinary and turn it into something extraordinary—adding fizz, zest, and a touch of spark to every brief he tackles.  

But Manna’s creativity doesn’t clock off at 6 p.m. By night, he transforms into a stand-up comic, delivering punchlines that pack as much punch as his taglines.

When he’s not on stage, he’s either beatboxing or breaking into hip-hop moves—because why settle for one creative outlet when you can have fun with three? His performances may be a mix of rhythm and chaos, but his campaigns are pure precision.

His secret ingredient? Well, it all begins with humour.

“Make funny work because funny works,” Manna tells Campaign. Whether he’s crafting a headline that makes you chuckle or building a campaign that makes you think, he believes laughter is the gateway to connection.  

Manna’s talent for blending humour with storytelling isn’t just limited to his copy. It’s a philosophy that shapes his entire approach: make them laugh, make them care, and leave them wanting more. From scroll-stopping digital ads to TV campaigns that spark conversations, he’s mastered the art of turning ideas into cultural moments.

“If you’re not having fun while thinking, your thoughts won’t be fun,” he explains. “Humour isn’t just entertaining—it’s involuntary- it’s disarming. The sound of laughter always rises above noise.”

Whether he’s crafting a punchline, spinning a beat, or choreographing the next big move for a brand, Manna approaches everything with the same goal: to leave an unforgettable impression. And if that impression happens to come with a laugh, well, that is all the more better.

In a world where brands are fighting for a few seconds of your attention, Manna wants his work to be remembered long after the punchline has landed. And the laughter to ring long after the ad has stopped playing on the screen.