What inspired you to start your own independent agency, and how did the early days look?
I’ve always been a bit obsessed with advertising. It started early, probably around 13 or 14, watching those classic TV ads and thinking, “One day, I’m going to run my own agency.” That thought just stuck.
So, right after college, I set out to become a copywriter. Not an easy journey. I didn’t have connections, just determination and a lot of follow-ups. Eventually landed a trainee gig. But even then, the plan was clear: learn the ropes, then build my own thing.
The early days? Let’s just say they were character-building. We didn’t have the kind of network most agencies start with. My first move was to rope in my best friend, Madhav Menon, as Co-founder — one of the smartest decisions I’ve made. We were two guys with big dreams, very few leads, and zero safety net. There were weeks with no work, no money, just stubborn optimism.
Our turning point came when a mutual friend introduced us to a large ERP company. One campaign in, and we’d replaced one of India’s top agencies. That moment changed everything. From there, the journey had its ups and downs, but we knew we had a shot.
What’s your approach to ideation that sets you apart from traditional network agencies?
For starters, we keep things simple. No fluff, no jazz hands. If an idea needs a ten-slide explanation, it’s probably not the right one. Our belief is pretty straightforward, stay true to the strategy. We’re not in the business of being creative just for the sake of it — we’re here to solve problems.
Every brief we get is treated like a puzzle. We ask: what’s the challenge, and how do we genuinely move the needle? The idea has to work, not just look good.
The other big thing that sets us apart is how we collaborate. Feedback is paramount, everyone has a voice, and there’s no ego in getting your idea questioned or even rejected.
We believe the best ideas come when people feel safe to challenge each other. No silos, no one-person shows — just a team pushing each other to get it right. That collective energy sharpens ideas and makes sure they’re not just clever, but clear, strategic, and doable.
What’s one myth about independent agencies that you’d like to debunk for marketers and CMOs?
That we’re just here to play second fiddle. There’s this old-school notion that independent agencies are good for smaller projects or as “backup” to the big network guys. Not true — not even close. We have the bandwidth, the expertise (in many cases, more than the big boys), and perhaps most importantly, the will to outwork and outperform.
Take us, for example. We’ve been working with large corporates for years — not once as a stopgap, but as the core creative partner. And the reason they’ve stuck with us? Because we deliver.
How do you maintain your “Indie edge” in a market that’s increasingly competitive and saturated?
By staying curious, staying hungry, and moving fast. That’s something we’ve always done well. If there’s a smarter way to do something — or a new idea that fits the brief — we’re not afraid to try it. No long chains of approval, no waiting around.
But we don’t do “different” just for the sake of it. We look at what the problem is and find the best, most creative way to solve it. That could be a film, a digital tool, or something completely unexpected. The idea just has to work and work well.
Another reason clients stick with us is because we offer everything, they need under one roof. Strategy, creative, production, digital — we’ve built it all in-house. So, they don’t have to go looking elsewhere or juggle multiple partners. It keeps things simple, and it helps us deliver better, faster.
Do you believe Indie agencies can become long-term strategic partners, not just “campaign fixers”?
Yes, I do — now more than ever. The way the market is evolving, agility and consistency matter more than size. And that’s exactly what independent agencies bring to the table.
We’re not just brought in to “fix” campaigns or be the cool creative guys on the side — we’re often the ones sitting at the table from the start, shaping strategy and steering execution.
Take our own journey for example. That large ERP company that gave us our first big breakthrough? They’re still with us. And over the years, we’ve grown to work with multiple companies from that same group, across different geographies. That doesn’t happen unless there’s trust, consistency, and strategic alignment.
Do you see a future where independent agencies outperform holding companies globally?
I think it’s already happening, quietly and steadily. There are independent agencies — like us — that have been working with large enterprises and delivering at the same level, sometimes better than big network agencies. So yes, it’s real.
That said, “outperform” might not be the right word. We’re not here to beat someone, we’re here to do good work, compete fairly, and be recognised for what we bring to the table. And more and more, clients are seeing that value.
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