Storytelling: The Secret Sauce of Communications (And How Media Can Be Its Best Sous Chef)

Ever since my wife Alka fell ill, I’ve had to learn how to cook a decent Indian meal that both of us enjoy. And while I won’t be headlining a MasterChef episode anytime, or taking my hometown Pune by culinary storm, I have realised that good cooking—like good storytelling—relies on the right ingredients, timing and a little flair.

That’s why I want to use culinary art to describe the art of storytelling in communications. Because without a good story, even the best message is just a pile of raw ingredients—technically edible, but utterly unappetising.

If communication were a meal, storytelling would be the secret sauce that transforms bland words into Michelin-star magic. Without it, speeches taste like unsalted porridge, articles feel like an overcooked dissertation, and campaigns are as forgettable as yesterday’s aamti-bhaat (lentil curry-rice).

Yet, in the grand kitchen of communications, storytelling is often treated like an optional Maharashtrian tadka (tempering) rather than the main ingredient. Why? Because many in the industry still believe that a list of facts, a PowerPoint slide, or a few catchy bullet points are enough to inspire action. That’s like expecting a raw potato to taste like batatyachi bhaaji (stir fried potato dish) —technically possible, but painfully uninspiring.

Storytelling Works: Plain Facts Don’t: The human brain is a picky eater. It doesn’t just crave information; it wants a meal—with flavours, textures, and a satisfying emotional aftertaste. Neuroscientists have proven that facts engage only the logic centers of the brain, but stories light up the entire neurological kitchen, activating emotions, memory, and even sensory experiences. That’s why we remember bedtime stories from childhood but forget yesterday’s corporate memo before we’ve finished our morning misal-pav. The earth’s temperature is rising by 1.5 degrees Celsius.” Yawn. Now, tell the story of a Chorao (north Goa) islander watching his ancestral home sink centimeter by centimeter, tides swallowing memories along with the land. Boom. The audience doesn’t just hear it—they feel it.

Media -The Ultimate Sous Chef: If storytelling is the secret sauce, the media is its ultimate sous chef. A great storyteller without a good platform is like a five-star chef cooking in a basement—nobody’s tasting that brilliance. The media has the power to amplify stories, give them wings, and ensure they land where they need to. Think of journalists as culinary critics, sniffing out the best narratives. A well-told story about injustice can trigger policy changes, just as a perfectly crafted viral video can raise funds overnight for a social cause. Newsrooms, social media platforms, and digital content creators are the spice rack of modern storytelling, adding heat, colour, and flavour to messages that might otherwise go unnoticed.

Media and Storytelling Can Stir Up Social Change. People don’t donate to statistics; they donate to stories. A single child’s struggle for education is more powerful than a report about literacy rates. Media should focus on individual narratives to drive impact. Every great story has conflict. Media can frame issues with clear stakes—who’s responsible, who’s fighting back, and what needs to change. A good story leaves people moved. A great one leaves them moving.

Social Media Amplifier: In today’s world, no storytelling effort is complete without social media. It’s the loudspeaker in the modern communications kitchen, taking a well-cooked message and serving it to millions in an instant. A compelling story, whether through a tweet, a short video, or a blog post, can go viral faster than a kitchen fire. Platforms like Instagram, LinkedIn, and X (formerly Twitter) have turned storytelling into an interactive experience, where audiences don’t just consume stories—they respond, engage, and share them forward.

A powerful narrative can spark a movement when shared widely enough. Whether it’s #MeToo changing conversations around gender violence, or a heartwarming video that raises millions for a struggling entrepreneur, social media ensures that a great story doesn’t just simmer—it boils over into real change.

Storytelling isn’t a soft skill; it’s a power tool. And media, with its reach and influence, is the ideal partner to ensure these stories don’t just simmer but boil over into real change. So, whether you’re a journalist, marketer, a corp-commer, activist, or leader—don’t just serve dry facts. Stir in a little story. With social media as your amplifier, that story can spread like the aroma of a well-spiced dish, drawing people in and leaving them hungry for more.