Aabhaas Shreshtha

this there

[Talented @TalentedAgency]

Mr. Bachchan approved. Not taking any feedback from anyone on anything until further notice.

[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.

[PG @PGAditiya]

Woke up to a wonderful use of @the_hindu archives by @TalentedAgency in today's edition. Jai Hind 🇮🇳

[Talented @TalentedAgency]

🐘 x17 @Kyoorius
#KCA25

[Aabhaas Shreshtha @shaabhaas]

The Rhuidean episode was pure cinema. Same chills as when I first read the chapter. Wheel of Time S3 is nailing the adaptation.

[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 🔥

[Talented @TalentedAgency]

Breaking: Fearless, independent journalism, meets fearless, independent creative agency. @the_hindu, now in its Talented era.

[Amit Doshi @doshiamitk]

🌿 Nature Shapes Britannia 🌿

We flipped the script on outdoor advertising with our latest initiative. This unique campaign features billboards that literally take the shape of the trees around them & symbolizes how Britannia adapts to nature rather than the other way around 🌳

[Gautam @gautxm]

A few months back, the gang at @TalentedAgency had a weirdly counterintuitive ask of our clients at Britannia in response to one of their briefs. We wanted them to actively invest in the worst possible outdoor media plan. For them to select the lowest-priced billboard properties with the worst visibility, particularly the ones blocked by trees. The kind of spots that no other brands or advertisers really cared much for. The ones that hadn’t been used in months, some of them years.

Over hundred years, @BritanniaIndLtd is a company that has shown real progress in sustainability - achieving milestones in plastic neutrality, water conservation, energy optimization among others. As an organization that has consistently allowed nature to influence its trajectory and decisions, it seemed fitting to let our advertising reflect this same philosophy when talking about it. ‘Nature Shapes Britannia’ is a series of outdoor hoardings designed to work around the shape of the trees next to them, establishing both metaphorically and visually, how one of India's biggest conglomerates adapts to nature and not the other way around.

So, for this campaign to help share Britannia's sustainability initiatives with the world, nature is the creative agency. The trees decide the art direction & typography of the billboards next to them: they decide how to ‘shape’ Britannia. Through high winds that couldn’t hold up these strangely shaped scraps of billboard and the frequent guffaws from hoarding mounters. Through the 73 trees that auditioned for this campaign and all the ensuing disappointment when selected ones ended up getting pruned down to achieve more visibility, we're calling this a true ‘pedh’ partnership.

[Robin Singh @robinsingh1409]

For me there was no blueprint for success .. my road was mine alone. A Trinidadian in the 80s in Madras trying to break through… today when I think of it … I too can’t believe I did it.
No Godfather , no short cuts but the difficult road led to a beautiful destination. #GodIsGood

[afaqs! @afaqs]

#FoxgloveAwards: We are excited to have Aabhaas Shreshtha, Creative and Founding Member from @TalentedAgency join us as a Jury member for the Foxglove Awards 2024.🏆
Enter Now: https://t.co/1XeYzqZ1QA

📅: December 12, 2024
📍: Jade Luxury Banquets, Mumbai

#Awards | #Advertising | #Marketing | #Media | #AdvertisingAwards | #advertisingagency | #agency

[PG @PGAditiya]

"@Paytm aur @Meesho_Official par @TalentedAgency ke latest brainwaves prapt hue" 🤑🛍️🦻

[Gautam @gautxm]

Today, we announced https://t.co/j6CBLqOHna - @TalentedAgency's newest 𝘤𝘰𝘶𝘴𝘪𝘯(?!) that's joining our 'grid of companies'.

Having seen many early stage & growing companies close-up, it's clear that some of the typical agency models for marketing & advertising don't always work for younger, early stage companies. They often tend to struggle with the right moment and configuration to switch on marketing and bring agencies on. At the stage they are at, what they usually need is a certain nimbleness & agility that, let's be honest, most agencies aren't always optimised to operate with.

Founders & startup operators can work with @early_partners in two ways - either hire them like a consultancy to help define your brand, marketing strategy & to help position the brand, or hire them to get yourself a fractional CMO/marketing partner who can be embedded inside your company. The team led by @trippyhippy are tuned to speak a language that startups should expect their partners to. They're marketers - hired purposefully to be a different genre from advertising talent.

Horses for courses if you will. Like how our social agency, @TheNewThing_in is staffed entirely by creators, not advertising creative talent.

In fact, something Early will be great at is to help companies get the best out of their existing agencies. We're lucky to have many founders & early stage companies reach out to @TalentedAgency, but I've also always wished we could get both sides ready better and the timing right to begin working with each other. Like, 𝘭𝘦𝘵'𝘴 𝘨𝘦𝘵 𝘺𝘰𝘶𝘳 𝘴𝘵𝘢𝘳𝘵𝘶𝘱'𝘴 𝘱𝘰𝘴𝘪𝘵𝘪𝘰𝘯𝘪𝘯𝘨 𝘤𝘰𝘳𝘳𝘦𝘤𝘵 𝘣𝘦𝘧𝘰𝘳𝘦 𝘸𝘦 𝘮𝘰𝘷𝘦 𝘰𝘯 𝘵𝘰 𝘤𝘢𝘮𝘱𝘢𝘪𝘨𝘯 𝘸𝘰𝘳𝘬, 𝘪𝘥𝘦𝘢𝘭𝘭𝘺? Early's efforts will also often begin here.

And like the website (𝘸𝘩𝘪𝘤𝘩 𝘪𝘴 𝘢 𝘯𝘪𝘤𝘦 𝘭𝘪𝘵𝘵𝘭𝘦 𝘵𝘳𝘪𝘣𝘶𝘵𝘦 𝘵𝘰 37𝘴𝘪𝘨𝘯𝘢𝘭𝘴 𝘸/ @appacurry) says, 'We're bullish on marketing. And bearish on bullshit marketing'.
https://t.co/j6CBLqOHna
@PGAditiya

[Aabhaas Shreshtha @shaabhaas]

Statistically the number of bicycle kicks I saw in 3 hours of Maidaan is more than what I’ve seen in the whole of actual live football this year.

[Aabhaas Shreshtha @shaabhaas]

@_CrankyPants Letsgoo

[PG @PGAditiya]

Returning the #Archies back to its original artform to on today's front page TOI.

Comic timing courtesy
@TheNewThing_in x @TalentedAgency x @RockWithboAt x @NetflixIndia

[Aabhaas Shreshtha @shaabhaas]

More than the result and us scoring 4 goals I’m just happy no one got injured today 🤞 #chelsea

[Gautam @gautxm]

Big fan of page-1 of @TalentedAgency's scope of work & proposal document, if I may say so myself. Side effect of explicitly making our own (very normal) expectations clear upfront has been that it also signals we take our work & time more seriously than most.

[exchange4media group @e4mtweets]

What’s making #OOH out of the world?
‘Barbenhiemer’ innovations, the power of #AI and creative conversations are inspiring brands to explore the potential of the medium, say industry watchers.

#e4m #OOH #AI #Advertising
https://t.co/5PL7ZnRk25