In conversation with Satbir Singh

After more than twenty years in top advertising agencies, Satbir Singh has turned entrepreneur at the dawn of 2016. His new venture, Thinkstr, will focus on generating ideas for digital consumers. Other mediums will also be on the radar but digital will play a key role

Aanchal Kohli | Mumbai | January 8, 2016

Satbir Singh

The advertising industry saw another creative leader turning entrepreneur. Satbir Singh, who quit FCB Ulka in December 2015 after a year-long stint as Chief Creative Officer, announced this week the launch of his own advertising agency, 'Thinkstr'.

With over 20 years of experience in advertising, Singh had joined FCB Ulka from Havas Worldwide in January 2015. He had joined Havas Worldwide in April 2005, and nearly completed a decade at the agency. During his stint with FCB Ulka, Singh led some memorable work across brands like Snapdeal, Tata Salt, Zee, etc.

Singh has won accolades and awards at all important national and international forums including Cannes, One Show and D&AD. He is a blogger and twitterati of repute and was named amongst India's 100 most digitally influential people last year.

The tall, slim Sardar is a soft-spoken “Bengali” with a great sense of humour. He still swears by Calcutta where he grew up and cut his teeth in advertising. And he is a foodie! Like his first boss, Swapan Seth, who heads Equus. They belong to the boys of Calcutta who have over the years contributed a lot to the creative world.

BestMediaInfo caught up with a terribly busy Satbir Singh for a quick chat to get further details on his new agency, plans ahead and more. Excerpts:

What exactly is Thinkstr? Is it a conventional creative agency?

Thinkstr is in the business of creating ideas for a digital world.

What is the significance behind the name Thinkstr?

It all begins when you think. You think of an idea, for instance.

How many clients have you started off with and which ones?

We are in talks with a few clients and have begun work for a couple already.

What will be Thinkstr's pitching strategy?

No comments.

On a personal note, after giving so many years to the industry, what prompted you to turn entrepreneur? Were you not interested in an agency job anymore?

I had almost started an agency a few months before I started working for one. So the intent has been there for over twenty years.

What kind of market research did you do?

I just asked myself and the answer was start now.

What kind of people are you looking to work with? Do you have partners or a team already in place?

The plan is to work with intelligent, aware people: those who know what's happening around the world, not just on their friend list.

Would we be seeing you working with any of your old friends from the industry?

Hey, you never know.

You have had stints with Ogilvy, Leo Burnett, Havas Media, FCB Ulka. Which agency was closest to your heart?

Your first is always special. Trikaya Grey. Having said that, I have great memories from all agencies I've worked at.

Share some key highlights of your journey so far as a creative leader.

I try that people who work with me should do the best work of their career till date with me. And that they should beat that when they move on. Most importantly, they should become lifelong friends. I think that has been the case with quite a few. And that's what you live for.

Who are the Creative Gurus you have looked up to in your career?

Swapan Seth was my first boss. He was a great teacher. He is a great friend now.

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