Fulcro hires Akshat Trivedi as Executive Creative Director

Fulcro, an integrated digital marketing and communication agency, has appointed Akshat Trivedi as the Executive Creative Director. He will lead the creative team at the venture.

Fulcro works with brands to build effective and innovative brand campaigns leveraging the power of creative, technology and data.

Trivedi brings over a decade of experience in creative communication to the Fulcro team. He started his creative career at Ogilvy, Mumbai, where he worked with brands, including Star TV, Cadbury Perk, HUL, Mumbai Indians, Nutrela and SBI life to name a few. Trivedi also scripted social awareness campaigns at Ogilvy such as ‘TB haarega, desh jeetega’ and ‘Karodon aansoon hain lekin karodon hum bhi hain’ for Star TV’s Pro Bono programme ‘Saath hain hum Uttarakhand’ during the floods that shook the entire country.

He later functioned as an independent creative consultant before joining The Womb, where he scripted popular TV campaigns for Fogg. Some of these include ‘Kya chal raha hai’; ‘Baaki sab udd jaayega, Fogg reh jaayega’, Fogg ‘Train’ TVC. He also wrote the launch campaigns for youthful brands like Asus Zenfone 4 ‘Jinki duniya badi unki selfie badhi’ and Zeel Rainwear’s ‘Fiyer’ film.

Trivedi is known for writing Saregama Caravaan’s sensitive campaigns like ‘Aapke pehley pyaar ke liye, aapki maa ke liye’, ‘Iss Diwali shor ya sangeet’ and Jinhe shaayad aapka bhi keh nahi paaye, unhe kahiye ‘Thank You’, and has been impactful in creating a pure voice for the brand. Carvaan’s Mother’s campaign not only won people’s hearts but also creative and effectiveness awards.

As a creative consultant to Coverfox, Trivedi scripted the campaign ‘Cover karo, kaam aayega’ that also bagged the South Asia Pacific Gender sensitivity Award at Laadli Awards.

Trivedi said, “It is indeed heartening to lead the creative souls at Fulcro, I look forward to share my learnings while creating a few of my own, through the young tech brains at Fulcro. So together we can do some awesome work for a new set of brands and take the company to greater heights.”

Sabyasachi Mitter, Founder and Managing Director, Fulcro, said, “As we grow, it is also important to continue to offer our partners the very best output. We’ve long admired the incredible campaigns that Akshat delivers and at a time of increasing opportunity for our long form content, we are excited to welcome him to the team.”

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