Ishrath Nawaz on Why Industry Expertise in Advertising Is a Game-Changer
Imagine launching an ad campaign for an electric vehicle and using the tagline, “Zoom into the future!”
Sounds flashy, right?
Now imagine trying to sell the same EV to an audience already bombarded with "future-focused" slogans, all of which say the same thing. It flops.
This is where Ishrath Nawaz’s philosophy comes into play. For him, it’s not about how loud your campaign is—it’s about how deeply it resonates. And that resonance? It’s impossible without one thing: industry expertise.
Let’s break down why Ishrath insists on knowing the industry inside out, how it shapes his creative process, and why it’s the secret sauce every brand needs today.
Why Creativity Without Context Fails
You can’t create magic in advertising if you don’t know the playground. And according to Ishrath, “The playground isn’t just the product. It’s the people, the market, the competition, the shifts nobody’s talking about yet.”
Take this example: You’re advertising for a sustainable skincare brand. The easy route? Highlighting “natural ingredients” like every other brand out there. The right route? Understanding the eco-conscious consumer who cares less about buzzwords and more about ethical sourcing, carbon footprints, and refillable packaging.
Ishrath gets that. He doesn’t just ask, “What’s the product?”
He asks:
● “What does the audience care about?”
● “What are the industry’s pain points?”
● “What trends can we ride, and what traps should we avoid?”
This level of granular insight sets him apart.
The “Dig Deep First” Philosophy
Before brainstorming begins, Ishrath dives into the details:
1. What’s happening in the industry? – Trends, consumer shifts, and competitor moves.
2. What’s the audience thinking? – Are they skeptics? Diehard loyalists? Cautious newcomers?
3. What’s unique about the brand? – Beyond the generic USPs.
For him, it’s not just research; it’s reconnaissance. It’s how you understand what makes the audience feel something.
And here’s the kicker: when the research is this thorough, creativity doesn’t feel forced. It flows naturally because you’re creating for a reality you already understand.
How Industry Expertise Unlocks Better Storytelling
Ishrath believes great advertising doesn’t shout; it whispers truths your audience already knows but can’t articulate.
Take a campaign he led for a fintech app targeting millennials. Instead of hammering the usual “Save more, stress less” narrative, he focused on the emotional core: financial independence. The campaign featured raw, relatable moments like splitting bills, saying no to FOMO spending, and celebrating small financial wins.
Why did it work?
Because he understood his audience and their financial pain points better than they did themselves.
This kind of storytelling is only possible when you’ve done the homework. And for Nawaz, that homework always begins with deep industry knowledge.
The Uncommon Insights Ishrath Brings to the Table
1. It’s Not About What’s Cool—It’s About What Works.
Trends are tempting. But Ishrath prioritizes enduring ideas over flashy ones. He once ditched a popular meme concept for an ad campaign because, while funny, it didn’t align with the brand’s long-term identity.
2. Collaborate, Don’t Assume.
Ishrath actively involves industry insiders—whether it’s engineers for a tech campaign or doctors for healthcare messaging. This collaboration ensures authenticity, not just cleverness.
3. Reverse Engineer Success.
Before starting any campaign, Ishrath studies the industry’s biggest wins and failures. He’s obsessed with answering questions like, “Why did this campaign flop in 2020 but succeed in 2022?”
Why This Approach Matters Now More Than Ever
The ad world is noisier than ever. Everyone’s competing for the same few seconds of attention. Without real industry expertise, you’re just another brand shouting into the void.
But with Ishrath’s approach?
● You’re speaking directly to your audience’s reality.
● You’re building trust because you “get it.”
● And you’re staying relevant even as markets evolve.
Takeaways from Ishrath’s Playbook
1. Start with Research, Not Ideas.
Dive into the industry first—its trends, quirks, and consumer behaviors.
2. Speak to the Audience, Not at Them.
Understand their world before crafting your message.
3. Be Real, Not Perfect.
Authenticity beats gimmicks every time.
In Ishrath Nawaz’s words: “Advertising isn’t about showing off how creative you are. It’s about showing your audience you understand them better than anyone else.”
And that understanding? It starts with deep industry expertise.
The next time you’re tempted to jump straight into brainstorming flashy ideas, remember Ishrath’s advice: First, know the playground. Then, play to win.