Pallavi Chakravarti, Nishant Saurabh and Anand Murthy launch independent agency 'Fundamental'

After having moved on from DDB Mudra late last year, Anand Murty, former National Strategy Head, Pallavi Chakravarti, former Creative Head- West along with Nishant Saurabh, former Head of Business have reunited once again to launch an independent agency- Fundamental.

According to the co-founders of Fundamental, change is not the only constant, because the other side of the story also has ‘fundamental’ which is the one thing that has made and will always make advertising tick.

The trio also carries the belief that there's love, laughter, joy, delight, anger, fear, sadness, compassion, hope or any of the intangibles that make people stop and stare, think and rethink, act or desist and that’s something that won’t be changing anytime soon.

“Our need to be wooed, persuaded, won over still the same,” they said.

Throwing light as to what led to the inception of Fundamentals, the trio said, “We are sceptics. We question our work to death. We agonise over every thought, every word, every expression. Until it all comes together to solve the fundamental problem at hand. And even then we know you need a little bit of magic. A leap of faith. A happy accident or two.”

“Because we are sceptics who are also true believers. We have, after all, seen our work move the needle on tangible business metrics. We’ve seen it help shape new categories. We’ve seen it chip away and change minds. We’ve been lucky to receive our work back as WhatsApp forwards. And we’d love to create work for clients who are both sceptics and believers too,” they added.

Touching upon why the trio reunited to launch an independent agency after having worked in the industry for nearly two decades now, they highlighted, “As people, we bring the same kind of energies to the table – and we'd like to believe it's the good kind. We disagree violently while working and argue till one of us drops dead or buys into the other's point of view.”

“But we also agree on the things we feel really matter - the way we approach briefs and business problems, the body of work we want to create, the sort of culture we want to build, the type of people and clients we want to work with. And truth is, when you want to do things your way, then the decision to go independent makes itself,” they added.

Pallavi Chakravarti

Speaking at the launch of the new independent agency, Chakravarti, Co-founder and Chief Creative Officer, Fundamental, 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.”

Nishant Saurabh

Saurabh, Co-founder and Chief Executive Officer, added, “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.”

Anand Murty

Murty, Co-founder and Chief Strategy Officer, also stated, “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.”

Info@BestMediaInfo.com