Borah

She/Her. Not a funny person

[ZEE5Official @ZEE5India]

Duniya ka sabse bada sport. Aur usske sabse bade 🐐🐐
Poora India watchega.
Fifa World Cup 2026.

Celebration begins tonight live and exclusive only on #ZEE5

#PooraIndiaWatchega #FIFAOnZee5

[Tash @TashaDsilva]

We’re making our most important hire this year at @TalentedAgency. Someone to scout, vet, and build a living network of the best creative consultants in the country.

If you know the ecosystem better than LinkedIn does, tell us at [email protected]

JD: https://t.co/6jJGgBR2Ir

[PG @PGAditiya]

@TalentedAgency: If you're serious, promise on your mother-in-law.

@cars24india's ceo: Hold my car keys...

[Tash @TashaDsilva]

my most loved spots in Bangalore ft. emoji index

[sanket @iamsexified]

at age 9 I just wanted that bacardi music CD and some “club soda”, not knowing they were never for me. now it’s my turn to make the parents wonder what’s going on!

#BGMIDrops - @TalentedAgency's latest.

[Borah @borah2x]

@lav_narayanan Hi hi, try us at Ritu’s handloom in Guwahati. https://t.co/nCZ0yxW3DS
Location here! https://t.co/FjVgrRfHjW

[PG @PGAditiya]

Show em how it's done, chiefs.

@the_hindu's CEO (LV Navaneeth - right), and their editor (Suresh Nambath - left) pose proudly infront of @TalentedAgency's campaign championing the institution's editorial independence.

[Gautam @gautxm]

God nose what’s happening to the news.

‘Written by Journalists’ @TalentedAgency

[PG @PGAditiya]

To a generation forced to chug clickbaits as news, try reading @the_hindu. It's written by journalists.

[Gautam @gautxm]

If you picked up The Hindu this morning, you’ll already have seen its new brand platform: Written by Journalists. Very proudly, a @TalentedAgency & @PGAditiya original. And a gentle reminder of what the press, at its best, ought always to be.

@the_hindu has done one thing for 147 years: take its readers seriously. For a craft built on trust... rigour, responsibility and respect for the reader become the baseline. And in a way, this campaign is simply the truth, spoken plainly.

It also delightfully happens to be the very line that won Talented the pitch last year, and over the months since, as the conversation around news has become even louder, it feels sharper and more urgent than ever. With everything going on around the world, it might even feel slightly… defiant?

Over the next few weeks, you’ll see this platform come alive through films, outdoor, and more. But it began this morning, with a single truth.

The Hindu. Written by Journalists.

[The Red Crayon @ruhinchatterjee]

A beloved brand redefining itself on its own terms.

The @pantaloonsindia team have quietly been transforming the products and stores to unimaginable levels. So @TalentedAgency had the maximum belief to be loud about it.

[PG @PGAditiya]

Biting your Milk Bikis "around the edges first" is a Tamil tradition almost as old as the state itself!

So this Tamil Nadu Day, @TalentedAgency is creating 55 unique ways to celebrate - with 55 new ways of biting into a Milk Bikis.

Now live across 13 districts - catch a uniquely "TN shaped Milk Bikis" customised as OOH direction maps to each town's top spots, on your favourite daily's front page as a print city guide, or on TV through this stunning earworm 🔥 Happy TN Day!

[Aarushi @Rogue_Roush]

6 years, 5 months, and a day later @iamsexified has found a way to tell his friend that Gin ne uska dil luteya.

Dropping @TalentedAgency's latest:
Friday Night Banger with Schweppes x Jazzy B x @letsblinkit 😮‍💨

🎥: Nitin Menon with First December Films.

[leena @probableena]

hi bengaluru 👋

Cake or Death is doing a small lil dessert pop-up this saturday, 17th may.

think mango stains, boozy nostalgia and quintessential summer classics with a (big romantic) twist.

pre-order before thursday- your weekend’s waiting for a sugar crash 🎀

see more at https://t.co/6yPR6X2k85

[PG @PGAditiya]

@TalentedAgency lied in The Hindu today.

[Gautam @gautxm]

Exciting news from @TalentedAgency. Today, we’re sharing updates about our recent ESOP buyback, details of a new profit-sharing pool and also a few notes on a new ‘Minimum Guaranteed Pay’ that sets a revised salary base line for all those who work here.

We founded Talented with the intention of giving our talent and the clients who choose us the best agency experience of their lives. Part of improving that agency experience was addressing a common agency business conundrum - money & pay. Typically we wouldn't be making an announcement about such updates publicly. Most of what we’re sharing today was already communicated to our teams in January and was originally meant to stay internal. But on deliberation, it’s clear that our industry moves forward when new benchmarks are set. By opening up our thinking, and talking about the money bits loudly, we hope that we can help do just that. We’re also very aware that everything we do might not be perfect - so expect a lot of vulnerability and a few stutters as we try all sorts of stuff while trying to get it right. We really want to get this right! On to the updates:

ESOP Buyback: Late January, a few days before our third founding day, we announced our first ESOP buyback program, giving eligible employees the option to convert vested parts of their equity into immediate cash value at a 4.5x premium. Critically, this isn't funded by outside capital - we're doing this entirely from our own balance sheet. To our knowledge, this might be a first in the agency business. Upwards of 20% of Talented is employee-owned. Over 50% of our full-time colleagues at Talented are ESOP & equity holders. Providing this opportunity represents more than just a financial milestone for us. As founders, not only does it feel incredible for @PGAditiya & I to be able to do this, it feels like a validation of our early shared ambitions - that the people who help shape our company can directly benefit from the value they’ve helped create. A special note of thanks to Aeka Advisors who’ve been our partners right from helping set this up three years ago to planning the buyback rollout. The concept of ESOPs might not be a big deal for those in tech & other industries, but in the agency business it does feel rare. We’re fortunate to be able to make this happen within our third year.

Founders Pool: Second, we're creating what we call the Founders Pool - a profit sharing pool to be distributed across our entire team at the close of this financial year. Financially, we’ve had our best year yet. This is a profit-sharing mechanism that extends to every single team member, from our senior leaders to our support staff. Distribution from the pool isn't arbitrary. We’ve tried to ensure that each employee’s share is a thought-through calculation considering internal performance ratings, their tenure here, and their alignment with Talented’s core values and principles. This means some of our junior staff may make more from the pool than their senior leaders. The idea was not just sharing profits; but to reinforce the behaviors and principles that drive our success.

Minimum Guaranteed Pay: Finally, and this feels like an important one. Starting today, we're setting an ₹8 lakh floor for compensation across all roles. That means even if you're an absolute fresher joining Talented in an entry-level position, ₹8 lakh is the minimum pay you can expect. For anyone currently under this level or under ₹10 lakh, their compensation will be immediately adjusted upward. While we recognize there’s still a long way to go compared to other industries, for now this is 2x the current advertising industry average of ₹3.75 lakh. There’s so much more work to do in pricing ourselves better as an industry and improving margins. That remains the single biggest way to fix so many of the issues that have plagued us over the last few decades. For now, we’re hopeful that this move will naturally raise the caliber of talent that we’re able to attract for our junior positions. And that as a result of it, our clients will recognise a difference in quality.

Outside of the monetary updates, there are other experimental policies we're trialing. Like the one month paid sabbatical that’s available to any employee who completes three years - a whole bunch of these got activated as we celebrated our third founding day on Feb 1st. Or the fully-paid family-wide insurance plan that also covers both parents of any employee (seemingly very rare). Even the simple, no strings attached comp-off policy that cushions for any weekend work. Flexible thinking around time-off, in an industry as unpredictable with time as ours, remains a priority focus area for us.

As we build this company, we remain conscious of both the good and the bad from the era of advertising we’ve grown up in. I know we're in a subjective business, but at Talented, we’re in pursuit of brilliance within our craft. We really, really love what we do. We also love how we go about doing it. It feels like we’re on to something with all of this and I want to try and keep it that way forever. There’s so much more to making that happen than just coming up with decent ideas. Do great work. Get great sleep and all that.

Ultimately, we’re trying to build a world-class creative company with a big heart. So, updates like these represent baby steps towards that. I sincerely believe that the effect of these will compound in time and hopefully help us build something unprecedented in the agency business. They might merely appear as investments in our team and culture for now, yet ultimately, they will also impact our ability to deliver extraordinary value to our clients. This is our bet on human potential.

[Gautam @gautxm]

An incredible athlete made 🇮🇳 proud.
We created a biscuit to celebrate her.
It took a village.
And the better part of 6 months.
Here's the backstory.
@BritanniaIndLtd x @TalentedAgency

[Judyontherun @judyontherun]

Avani’s Gold meets Marie Gold

[Gautam @gautxm]

Turns out, the actual size of Paris 2024’s double gold medalist, Avani Lekhara’s target was smaller than a Marie Gold biscuit. So, for the first time in its storied history, we reshaped the iconic Marie Gold to match the size & form of Avani’s Olympic target, while also meticulously etching her 10 winning shots onto each biscuit.

Presenting Avani’s Gold - a special edition pack that allows every Indian to grasp the extraordinary skill it takes to hit a 4.5cm target from 10 meters away. A total reimagination of the iconic biscuit, imagined at @TalentedAgency, for our friends at @BritanniaIndLtd.

I cannot begin to explain our admiration for Britannia – for all the intricate processes behind bringing something like this to life in under 6 months there, engaging every level of this legendary company. From their factory floors across states to the HQ at Bengaluru, every step of this remarkable feat in product innovation felt like it received the full force of their passion & commitment.

Over 1 lakh packs are currently available in select cities on @SwiggyInstamart and in select retail outlets near you as of a few hours back. Now, watch the talented, charismatic Avani Lekhara - the only Indian woman to win two Paralympic golds & the first Indian para-athlete to be featured on Britannia’s packaging, share the story in her own words. I'd stay till the end - the last 2 seconds particularly are 🔥

[PG @PGAditiya]

Which biscuit comes to mind with chai?
The one that ends with G or starts with G?

Millions of Indians already think the latter. But to get a billion more on our side, @TalentedAgency and @GoodDayCookies are relying on... one single visual.

Introducing HEADLINES.
A Good Day campaign without Good Day. Or is it?

Now live wherever chai is sold, pan India. Right from a massive collaboration with Chai Point, to Chai Tapris across metros, to corporate cafes, modern trade, airports - with more to come.

Whether it's Special Chai, Masala Chai, Cutting Chai or 'bas ek chai' - remember, there will always be Good Day on your mind.

PS:
Grab a cup of chai before you watch this video.
And maybe, a Good Day will make HEADLINES for you too :)

PPS: Also probably the first time a creative-hack permitted a product ad for a large food brand to go live without the familiar 'Green Veg Logo' :)