I think we ought to kill the ‘tags’ given by agencies from time immemorial such as ‘creative’ – ‘art’ et cetera and let people grow. The idea quite simply is to give scope to grow exponentially without any barriers or cliché

Barring the marketing team, we've clearly eliminated the ‘suit culture’. We let the staff dress in whatever they find themselves comfortable in

We constantly challenge everybody at the office to come up with ideas

We hardly ever thrash any feedback. Remember that the most effective copy, ideas, images originate in times when you’re least thinking about it/them We consciously involve our clients in the creative process right from the draft stage to the rough sketches and bounce off hopeful solutions too because an integrated ideation process works wonders for all the disciplines and people involved There are no old-fashioned cubicles at our office, instead we use the open-plan design where the staff is given the liberty to plonk wherever they deem fit to do so We are always on a lookout for young blood to fill up the senior positions. The younger, creative generation has the ability to understand new trends and has an instinctive grasp of the popular culture We usually try putting ourselves in the shoes of the consumer. It’s the fail-safe way of widening our perspective and what’s more, it bridges their gap too We more often than not come up with ‘identifiable creative initiatives’ rather than ‘in your face’ or over-branded campaigns

We NEVER exaggerate because the clients who mean business do not have time for theatrics. The most vital secret to effective advertising lies in telling the truth. Nothing works wonders than the simple truth