Shikha Modi

Throughout my torrid affair with brands, whether in client relations, copy writing, or public relations, I've always felt like enough stories haven't been told. I like to fill the gaps between the lines with missing moments.


When I'm not creating alternate universes for brands, you will find me secretly (& successfully) solving most mysteries on fictional crime shows, curled up reading an old Harry Potter or Jeffery Archer novel, or wandering the streets hoping to bump into my celebrity crush.

I'm Shikha, and these are some of the stories I've been telling.


*As a communications manager, these stories have been ghost-written by me for the corporate spokesperson and client, as needed.

The Financial Express •

How advertising in OTT will play out

Back when I was in advertising, I lived my life by something I had read on a poster once which said, ‘Big shots are just little shots that keep on shooting’. And I try to implement this even today, right in the middle of the massive tornado that is the digital revolution. I still have the poster too! Advertising as we know it has changed by a mile, and more. Earlier, all a client would expect is a storyboard for a TVC, a few print ideas that would have to be full of innuendos and implied meanin
Exchange4Media •

Guest Column: How technology is changing the landscape for VoD players: Rajiv Vaidya, CEO, Spuul

With the entry of video streaming giants in an emerging market like India, there isn’t much room for denial that the way content is and will be consumed is changing, and in a big way. There is a thin line between satellite/broadcast television and video on demand (VOD). Having said that, video streaming service providers have a long, long way to go before this line is finally dissolved.
Tech2 •

Spuul aims to provide best in class user experience on its video-on-demand platform- Technology News, Firstpost

Video content aggregator startup Spuul just happened to come into existence when a media industry expert, a tech entrepreneur, a banker, a businessman and a good bottle of wine came together, reveals CEO Subin Subaiah. “It was clear that building a full stack, pure play enterprise, leading video-on-demand (VOD) player for India content was a phenomenon waiting to happen. Once the idea was germinated by the founders, it was just a matter of harnessing the right talent to execute to plan,” explain
Entrepreneur •

#7 Ways OTT is Revolutionizing the TV Viewing in India

OTT and VOD are not only changing the way video content is consumed, it's also bringing a television set to each individual's pocket India has always been a single-television household, and, for the longest time, this television was somewhat the nucleus of the family. At any point in the day, each member would gravitate towards the one TV set in the house, and probably watch what either the oldest member wanted to watch..
Business-Standard •

Digital platforms help Punjabi movies to reach out: Mahie Gill

This was for Spuul's first and currently only press conference, organised and executed by my team and I. Actress Mahie Gill says the Punjabi film industry is coming of age and digital platforms are giving it a much-needed push to reach out to viewers in far off places. "Digital platforms help Punjabi movies reach out to viewers in places where theatrical releases are not possible. Punjabi film industry is coming of age and growing. We will continue to put in efforts to bring high quality content to our viewers," Mahie said in a statement.