Malvika Mehra launches Tomorrow Creative Lab

Tomorrow is a global collaborative creative hub based out of Mumbai. It is in the business of crafting brands for tomorrow. After 22 years of successfully partnering clients at Ogilvy and Grey, Mehra felt the need “to stretch the canvas for a brand's creative expression” beyond “pure play advertising”

BestMediaInfo Bureau | Delhi | November 18, 2016

Malvika Mehra

Well-known creative leader Malvika Mehra has launched her new venture –Tomorrow Creative Lab. And it's here a day early, as she says. Mehra had stepped down as National Creative Director Grey Group India in May 2015.

Tomorrow Creative Lab was incorporated in June 2016. Tomorrow is a global collaborative creative hub based out of Mumbai. It is in the business of crafting brands for tomorrow, deploying the three most relevant creative tools of today: Design, technology, ideas.

After 22 years of successfully partnering clients in building famous brands like Bingo!, Vodafone, State Bank of India and Reliance Telecom across two advertising agencies, Ogilvy and Grey, Mehra felt the need and saw the opportunity “to stretch the canvas for a brand's creative expression” beyond “pure play advertising”, while remaining firmly rooted to the 'big brand idea' (and ideals), and bringing serious design craft and technology to the forefront of brand building.

With Tomorrow, Mehra hopes to explore new ways for brands to delight and inspire people and deliver unforgettable brand experiences. It could be through a powerful design initiative, an intuitive tech solution, an emotive communication piece, an interactive installation or a brand expression that hasn't even been thought of yet.

Tomorrow 'designs a brand's personality' across various touch points: Brand workshops (hot-housing); Brand strategy and consultancy; Product design and innovation; Brand identity design (nomenclature, logo, brand systems, motion graphics); Packaging design; Digital design (apps, portals, websites); Space and Installation design; Editorial design; Brand content; Brand communication (film, print, the works).

Tomorrow believes in a new, fluid, all-embracing work culture. It operates as a super lean core outfit with a hands-on approach to every brand. It collaborates with cherry-picked experts ( 'Friends of Tomorrow') for the job at hand, be they fashion designers, sonic branding experts, fragrance specialists, interior decorators, content writers, insight catalysts, spatial designers or animators.

This 'open' collaborative lab allows Tomorrow's clients to get fresh perspectives and the most relevant talent on their brand, minus the baggage of legacy agency thinking, culture or structures.

Projects that Mehra and Friends of Tomorrow have worked on/are currently working on include:

• Old Delhi Haveli project (Vivaana Hospitality): Space restoration, interior design, brand story and brand identity design for a 150 year old heritage palace in Chandni Chowk, Old Delhi.

• Desi Deli: Brand identity and space design for an eclectic café in Mumbai.

• Mojarto, an NDTV venture: Nomenclature and brand identity design for an Indian media television company's online art platform and TV show.

Said Mehra, “With Tomorrow I want to bring an open and experimental yet disciplined and sensible approach to brand design and communication, marrying the best of what worked yesterday with the most disruptive thinking and technologies in the works today. That's the only way to future-proof a brand. And make the most of tomorrow.”

During her illustrious career, Mehra helped launch ITC's biggest success story – Bingo, and built brands like Hutch, Vodafone, Britannia, State Bank of India, Gillette, Reliance Telecom, Titan, Dell, Fiat, Honda, Duracell and Killer. She has also worked for Indian Army campaigns and the government's Clean India and Anti Female Foeticide campaigns.

Along the way, she has won numerous international and national awards for creativity and brand effectiveness. She is particularly proud of her two Cannes Gold Lions and the much coveted D&AD Pencil for her work on Duracell titled 'Positive-Negative'.

She is probably the only Indian Creative Director to have led her team to win the Grand Prix 'Campaign of the Year' award at the Abbys four times – at Ogilvy (for 'Surprisingly SBI, ITC Bingo and Hutch Ranga Shankara Theatre Festival) and at Grey for Killer Jeans (Green Fold).

Mehra has been on the Cannes Lions jury twice, and also on the Clio jury.

Check the website for more details: www.tomorrowcreativelab.com

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