Shantesh S Row, Executive Creative Director, Liwa Content.DrivenSomewhere between a pitch deck and a prompt, between a brand manual and a mood-board, something was lost. It wasn’t originality. Or grammar. Or even craft. It was melody. Copy once had it – the lilt of a thought, the rhythm of restraint, the tune of something half-remembered. It could make you feel before it made you understand.
But somewhere along the way, clarity became king, and cadence became casualty. Words stopped breathing. They began to behave.
And maybe that’s why, when you play the opening bars of the Beatles song All you need is love…,you remember what language once did. It didn’t inform; it transformed. It didn’t sell; it seduced. It didn’t fill space; it creat
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