Joseph George

Based in Mumbai

Joseph George is the Founder, Chairman and Chief Executive Officer at Tilt Brand Solutions, an agency operating under the umbrella of Quotient Ventures.

Joseph started his career in 1990 as a Brand Planner at Leo Burnett. After only about a year, he moved to MullenLowe Lintas Group, where he stayed for 26 years, his stint ending on a high note, as the Group Chairman and Chief Executive Officer of India, and Regional President of South and South East Asia.

On the philosphy of Tilt, Joseph has explained, "Tilt’s creative philosophy of “One Brand, Many Stories” is built on the belief, that brands have, and need to tell many stories. More the stories, the more the brand begins to breathe and belong in people’s consciousness. The assumption that one video asset will work across audiences, objectives and platforms is flawed. Content creation and production needs to be tailored to each platform and experience across all forms of video-based advertising and content – from commercials to long, short and very short format video content.”

As much is evident in his work. The agency weaves stories not (only) with the intention of driving sales but with the intention of personifying a brand, and leaving a lasting impression in the audience.

At Tilt, Joseph is behind campaigns like Netflix 'Home of WWE', Myntra #FashionWithCaution and #TrendIRL, Dream11 #AapkiTeamMaiKaun, Livspace 'The Haunting', and UltraTech Cement 'Banega toh Badhega India'. At the Good Ads Matter Awards, India '25, they won a gold and a silver for Crunchyroll India 'Wish Your World Was Anime?', a gold for Dream11 'Iss tournament mein, #TeamSeBadaKuchNahi', and 2 silvers for Dream11 'Rohit, Sharmaji ka Beta ya Suneil Shetty ka?'.

Their clientele also includes brands like BlinkIt, BHIM UPI, Groww, Licious, Razorpay, Ather, Duroflex, Microsoft, GoDaddy, and Star Sports.

Social Media Handles:

- LinkedIn - Joseph (Joe) George

- Instagram - @joevyd1106