Coming on the back of enviable track records across agencies like Taproot Dentsu, Grey, and Ogilvy –among others – Pallavi Chakravarti, Nishant Saurabh and Anand Murty now foray into entrepreneurship. Their independent creative agency is called Fundamental.
Commenting on the venture Pallavi Chakravarti (Founder & CCO), said, “We’re looking to make advertising that serves the brand and not its makers alone. Unfashionable? Perhaps. But necessary? Absolutely! And we’re hoping that when people see the magic at work, they’ll rediscover that creativity in advertising is a basic necessity – right up there with roti, kapda, makaan and WiFi, and not an indulgence.”
Talking about the reasons for going independent, Nishant Saurabh (Founder & CEO), said, “We keep hearing about how good old advertising will die soon. Truth is, it is alive and kicking, because of some of the people in it. We’re looking to work with just those people. Ones who aren’t afraid to argue and question, to laugh at themselves and to roll up their sleeves in the quest for the answers that work the best. And while we’re at it, we’re hoping to bring some madness and love back to this business.”
Going from sales to planning to now entrepreneur, Anand Murty (Founder & CSO) was quite candid about what clients could expect from Fundamental, “Sometimes, you have to start right at the beginning. The big ideas and the devastatingly simple insights come from engaging with the complexity and nuance of businesses and the lived existence of people. It’s therefore important to spar, intensely engage with clients and partners and each other so we solve the right problems and not fall prey to easy pronouncements and generalisations.”