Tanima Kohli: Breaking stereotypes to deliver impactful ads

In a world saturated with copy and clichés, Tanima Kohli, group head for copy at Enormous has carved a niche by rewiring the advertising conversation, particularly on issues of gender equity. Over her impressive seven-year career, she has consistently delivered ideas that not only drive sales but also provoke thought. “The audience will see through the farce and call you out for that,” she told Campaign, emphasising the necessity of authenticity in copywriting.

An arts graduate from Lady Shri Ram College for Women, Kohli began her journey at ADK Fortune and soon went on to shape campaigns for brands such as Manforce Condoms, Prega News, MRF, and Honda before making a bold leap to Enormous.

At this agency, her work has grown bolder and more impactful. A notable example is Royal Challenge’s campaign, ‘Life chooses you when you choose bold’, where she flipped the whisky narrative by putting women at the forefront—transforming a typically male-dominated space.

This campaign not only turned heads but also secured Gold at The Maddies for Community Building and Silver for Gender Equity. Kohli’s creative process is rigorous; 50 scripts were submitted for this campaign before the final version was chosen by the brand.

Her approach in fashion campaigns follows a similar no-nonsense ethos. Working on projects for Biba and Rangriti, Kohli challenges traditional portrayals by presenting women in all their messy, modern, and unapologetic glory.

She believes that storytelling is not merely about recounting tales but about retelling them in ways that encourage the audience to rethink preconceived notions. Inspired by influential women in her life—including her mother, who still manages her family’s finances, her aunt, a former mayor of New Delhi, and her trailblazing colleagues—Kohli’s work is a quiet rebellion against tired tropes.

Kohli’s storytelling prowess has not gone unnoticed. In 2024, she received the prestigious Nargis Wadia Award, chosen from hundreds of creatives for an awareness campaign promoting cervical cancer vaccination.

Her work spans diverse themes: from a condom ad where a woman takes the lead to a washing-up campaign that subverts expectations. Kohli’s campaigns are not just about change; they are about delivering transformation in a way that is hard to ignore.

Even as brands scramble to mimic trends, Kohli is busy setting them, proving that effective storytelling requires no rules—only a willingness to challenge the status quo. Her creative output at Enormous reflects a culture of innovation that is both disruptive and deeply resonant with today’s audiences. “I’m here to write a new script,” she asserts, a statement that encapsulates her approach to advertising.

By redefining the narrative around everyday products and societal norms, Kohli has become a beacon of creative excellence in the advertising world. Her work not only elevates brand messaging but also underscores the power of authentic storytelling in reshaping cultural conversations. As advertisers seek to navigate an ever-evolving digital landscape, Kohli’s journey offers invaluable insights into the art of creating campaigns that are both impactful and memorable.

For professionals in the advertising and marketing industries, Kohli’s career demonstrates that breaking away from the conventional can yield not only creative accolades but also lasting brand impact. With every campaign, she continues to challenge assumptions and push boundaries, setting a high bar for storytelling in the modern era.