Fundamental

Based in Mumbai

Fundamental was founded in 2023 by three of DDB Mudra's old hands - Nishant Saurabh, former Head of Business, Pallavi Chakravarti, former Creative Head, and Anand Murty, former National Strategy Head.

With an aim to rekindle the spark in Indian advertising, the three set out to start their own venture on their own terms. Although traditional with their approach, they do not conform to the rulebook—ocusing on both data-driven insight as well as creative storytelling.

In the short span of their newfound identity as a young independent agency, they have done scalable work like Urban Company 'Chhoti si Doori', Jockey 'JKY Groove', Airtel 'Roti, Kapda, Makaan, Wi-F', Facebook 'Get More Into What You're Into', Adidas x BCCI 'T20 Cricket World Cup', and WhatsApp 'Ranveer Singh Unlocked'. Their brand portolio also includes Amazon Prime, WeWork, and Parle.

Co-founder, Chief Executive Officer: Nishant Saurabh

Co-founder, Chief Creative Officer: Pallavi Chakravarti

Co-founder, Chief Strategy Officer: Anand Murty

Website: wearefundamental.in

Social Media Handles:

- Instagram - we.are.fundamental

- LinkedIn - Fundamental