M1· Media, communication and film
AI Content, Social & Performance Creative
You learn to turn a brand's voice, its customers' own words and a clear hypothesis into posts, reels and ads in English and Indian languages, and to show which ones worked and why.
- Who it is for
- BA Media & Communication students, and anyone who wants to write, script and test social content for Indian brands with AI as a working partner.
- AI core
- 9 units · 20 h
- This course
- 6 modules · 12 lessons · 3.2 h
- Live projects
- 2, on Professional and Career
- Content Producer
- Social Media Executive
- Copywriter
The skills these roles ask for. Preparation, not a promise of a job.
- Claude ProjectsFree tier
- ChatGPT ProjectsFree tier
- Canva AI (Magic Write, Magic Media)Free tier
- Instagram EditsFree tier
- n8n Community (Saarthi sandbox)Saarthi sandbox
- Meta Ad LibraryFree tier
- Google TrendsFree tier
- Sarvam TranslateFree tierVerified
You never pay for a tool subscription. “Verified” means we checked the free access on the vendor’s own site this month. Tool names describe what you learn; no vendor endorses Launchpad.
What you will learn, in order.
Lesson films are narrated with an AI voice, over visuals made with AI tools and checked by our team. Saarthi, the coach, is an AI. Mentors and reviewers are people.
Part 1 · The AI core, shared by every stream
00Set up your coach1 hLearn how the core works, write the learning-context document that tells every AI tool who you are, and set Saarthi up as a coach that makes you think instead of thinking for you.1 h
- How this core works6 min
- Write your learning-context document8 min
- Seven roles for AI, and study modes7 min
01How LLMs work and fail2.5 hBuild a working mental model of a large language model: tokens, prediction, context windows and memory. Then learn its predictable failures (hallucination, sycophancy, stale knowledge, bad arithmetic) and reproduce them yourself.2.5 h
- Tokens and next-word prediction7 min
- Context windows and memory7 min
- Hallucination, sycophancy and other failures8 min
- Lab: one prompt, three models, five failures8 min
02Description and context engineering3.5 hWrite briefs that get the right output the first time: role, task, context, examples and format. Then make them reusable with Claude and ChatGPT Projects, Gemini Gems, custom GPTs and NotebookLM, and learn to work with PDFs, spreadsheets and images.3.5 h
- The brief: role, task, context, format8 min
- Examples and output formats7 min
- Projects in Claude and ChatGPT8 min
- Gems, custom GPTs and NotebookLM8 min
- Working with files: PDFs, spreadsheets, images8 min
03Verify everything2.5 hCheck AI output the way fact-checkers do: lateral reading, tracing citations and numbers to the original, using deep-research modes without trusting them blindly, and testing a prompt properly with a 10-case golden set.2.5 h
- Lateral reading7 min
- Checking citations and numbers8 min
- Deep-research modes: use and limits7 min
- Your first eval: a 10-case golden set8 min
04Connectors and MCP2 hConnect AI to the places your work lives (Drive, Gmail, Sheets, business data) without writing code. Learn what an MCP server is, why a reviewed directory differs from unreviewed community servers, how to grant the least access that works, and how to keep browser extensions on a short leash.2 h
- What connectors and MCP are8 min
- Trust, least privilege and the reviewed directory8 min
- Browser extensions and AI browsers7 min
- Lab: ask the seller-data MCP server, check every answer8 min
05Agents and automations3.5 hHand multi-step work to AI safely. Tell an agent from an automation, decide what to delegate, use browser and coding agents with care, and build an n8n workflow that uses AI with a human-approval step before anything leaves the system.3.5 h
- Agents vs automations: what to delegate8 min
- Browser agents, safely7 min
- Automation basics with n8n and Zapier8 min
- Lab: build an automation with a human-approval step8 min
- Failure modes and your failure-mode note7 min
06AI for learning and careers1.5 hUse AI to learn faster without outsourcing the learning, write applications that still sound like you, and practise interviews out loud with Saarthi.1.5 h
- Learning with AI, not instead of learning7 min
- Applications in your own voice7 min
- Mock interview with Saarthi8 min
07Diligence: law, ethics, integrity2.5 hThe rules that apply when you use AI in India: the DPDP Act 2023 and its 2025 Rules, academic integrity and disclosure, copyright (including where Indian law is still unsettled), and bias. You finish by writing your own AI-use policy.2.5 h
- DPDP Act 2023: personal data and AI8 min
- Academic integrity and disclosure7 min
- Copyright and AI in India8 min
- Bias and fairness7 min
- Write your personal AI-use policy7 min
08Core capstone1 hPut all four Ds together on one anonymised marketplace settlement file: ask good questions, automate one step, verify every number against Saarthi's P&L engine, and defend your work live in five minutes.1 h
- The capstone brief6 min
- Lab: ask, automate, verify8 min
- Prepare your 5-minute defence7 min
Part 2 · AI Content, Social & Performance Creative
01Brand voice as a working spec2 lessonsTurn a fuzzy 'vibe' into a written voice spec an AI can follow, and build a reusable Project that writes on-brand first drafts.2 lessons
- A brand voice is a spec, not a vibe9 min
- Build a brand-voice Project for a D2C seller20 min
02Vernacular content for Indian audiences2 lessonsWrite for people in the language they actually use: transcreation over translation, code-mixing done well, and a native-speaker check on everything.2 lessons
- Transcreation, code-mixing and the native-speaker check9 min
- Transcreate a week of posts in two languages20 min
03Reels and short video scripts2 lessonsWrite reels that hold attention: hooks, structure and shot lists an AI helps you draft and you edit for a real phone shoot.2 lessons
- How a short video holds attention9 min
- Script, shot-list and cut a product reel25 min
04Performance creative and honest testing2 lessonsMake ads that are tests: mine reviews for angles, write variants with one change each, and pre-register what counts as a win.2 lessons
- Creative as a hypothesis10 min
- From review mining to ad variants25 min
05Content calendars and automation2 lessonsPlan a month around real Indian moments and the brand's goals, then automate the repetitive parts with a human approval step.2 lessons
- A content calendar is a system, not a spreadsheet of posts9 min
- Automate a newsletter pipeline in n8n with an approval step25 min
06Disclosure, copyright and responsible creative2 lessonsLabel synthetic content, respect likeness and copyright, follow advertising rules, and write a campaign disclosure policy a client can adopt.2 lessons
- Labels, likeness and copyright for content teams10 min
- Audit a campaign and write its disclosure policy20 min
Two briefs. Real-shaped work.
- Project 1
30-day vernacular content calendar with reel scripts
A D2C seller (synthetic data) wants a 30-day content plan for Instagram and YouTube Shorts in English, Kannada and Hinglish, ahead of a festive sale. Build the calendar from goals and verified regional moments, tie every post to a measurable hypothesis, and script the reels. You present it to the founder (Saarthi plays her) and defend each choice.
You hand in
- Goals for the month and a dated voice spec for the brand
- A 30-row calendar: date, pillar, format, language and script, intent, hypothesis, metric, and the source of any festival date
- Eight reel scripts with shot lists and on-screen text in two languages
- Ten finished static or carousel designs at phone size
- Native-speaker review log for every Indian-language post
- A one-page measurement plan: which three or four hypotheses repeat across the month and how you will read them
- AI-use log: prompts, tools and what you changed by hand
Data: Synthetic Saarthi brand pack: a fictional D2C personal-care seller with a brand note, product catalogue, 200 synthetic reviews in English, Kannada and Hinglish, and 90 days of synthetic post metrics. No real seller or customer data.. Reviewed by Saarthi against a published rubric, signed off by a mentor.
- Project 2
Review mining to ad variants and a pre-registered A/B plan
A marketplace seller (synthetic data) has a product with healthy traffic but a weak conversion rate. Mine its reviews and returns comments for angles, write ad variants that change one thing each, and hand over an A/B test plan pre-registered so nobody can cherry-pick a winner. Your plan is reviewed by peers and defended live.
You hand in
- Theme table from at least 300 reviews and return comments, with verbatim quotes and review ids
- A verification log showing at least 25 quotes checked against the source file
- Four angles, each with a control and one-change variants (12 ads in total), designed for Meta feed and Stories
- A pre-registered test plan per angle: hypothesis, primary and guardrail metrics, sample size, budget, stop date and decision rule
- A claims and disclosure check for all 12 ads
- A one-page recommendation to the seller on which tests to run first and why
Data: Synthetic marketplace pack in the shape of real seller exports: 400 reviews, 150 return-reason comments and 60 days of ad metrics for a fictional home-and-kitchen product. Anonymised structure, synthetic content.. Reviewed by Saarthi against a published rubric, signed off by a mentor.
In voice mock interviews and client calls, Saarthi plays: Ritika, founder of a small Mangaluru D2C haircare brand (a fictional persona). She is sharp, short on time and sceptical of agencies. She asks you to pitch a month of content, then pushes on why each post exists, how you will know it worked, and whether the Kannada copy will sound natural to her customers.
On plans that include mock interviews. You get written feedback after every call.
Pick a plan for AI Content, Social & Performance Creative.
One payment. The access deadline for each plan is shown before you pay.
Foundation
01Learn the AI your field now runs on.
₹2,999
One payment. GST included.
- Access for 120 days (about 4 months) from the day you pay
- No 1:1 mentor sessions
- The common AI core and your domain course
- Saarthi, your AI coach, any hour
- Hands-on labs on free tools
- Verifiable certificate
Professional
02Prove it on real work.
₹7,999
One payment. GST included.
- Access for 180 days (about 6 months) from the day you pay
- One 1:1 session with a mentor
- Everything in Foundation
- Two live projects, reviewed by Saarthi and a mentor
- Public portfolio page of verified work
- Voice mock interviews
- One 1:1 coaching session
Career
03Work alongside our team.
₹14,999
One payment. GST included.
- Access for 240 days (about 8 months) from the day you pay
- Four 1:1 sessions with a mentor
- One 1:1 call with an industry expert
- Everything in Professional
- Four-week supervised practicum with the Saarthi team
- Four 1:1 coaching sessions with your mentor
- An exclusive 1:1 call with an industry expert in your field
- CV and LinkedIn review
- Priority mentor replies
Your access period starts the day you pay and is shown before you pay. One exam pause per enrolment, for up to 15 days. When access ends the course locks, and your portfolio page and certificate stay live. Full refund within 7 days, pro-rata after that, and an automatic refund for any practicum, 1:1 mentor or expert session we do not deliver. Refund policy