we.are.fundamental

What makes advertising tick has and will always be fundamental.
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[we.are.fundamental @wrfundamental]

Fundamental says 'Get more into what you're into' for Facebook's incredible ability to enrich the lives of its users via people-powered communities. Flowers – 1/4

[Kyoorius @Kyoorius]

12 pieces of work that left a big enough mark on the minds of our juries = 12 GREY ELEPHANTS ✨

Congratulations to all the Grey Elephant winners at the 2026 Kyoorius Creative Awards and Kyoorius Marketing Awards. You stood out through clarity, craft, strategy, and impact.

Explore all the winners on our site (link in bio)

KMA GREY ELEPHANT WINNERS
The Hindu Group + The Hindu
McCann India + Happydent
McCann India + Stayfree

KCA GREY ELEPHANT WINNERS
Fundamental + Whatsapp
Footloose Films + The Whole Truth
VML India + Nestlé KitKat
VML India + Kalapuri
22 Feet + Battlegrounds Mobile India
Nirvana Films + Ramco Eco Plaster
McCann India + Johnson’s Baby
Kinnect + Flipkart
Brand David Communications (Ogilvy India Group) + Colgate Palmolive India

Music Courtesy: RanjxCliffr

KCA Grey Elephant Winners: https://t.co/0YU0GmiPAi

KMA Grey Elephant Winners: https://t.co/GyfIM4rsE6

#KCA26 #KMA26 #ItTakesTwo

[we.are.fundamental @wrfundamental]

Fundamental’s stoked to be partnering Airtel as it pioneers the next revolution in Indian telecom: Priority Postpaid. Brought to life in a visually striking, persuasive and most importantly, simple manner. After all, the best revolutions must feel inevitable.

[Storyboard18 @Storyboard18_]

WhatsApp: Staying Connected, Even From Afar ❤️📱

In North-Central MP, millions of migrant workers face long days away from their families. Distance, patchy connectivity, and odd hours make staying in touch a challenge.

‘Baatan Hi Baatan Mein’ tells the story of Aasha and Manoj — two lives brought closer by simple voice and video messages. A reminder that connection can bridge even the longest distances. 🌏💌

@Meta | @WhatsApp | @wrfundamental

#WhatsApp #BaatanHiBaatanMein #HumanStories #StayingConnected #VoiceNotes #VideoNotes ❤️📱🌏💌

[Storyboard18 @Storyboard18_]

The crux of the story is the role played by WhatsApp’s Voice and Video Notes in helping overcome those and making a union between two almost-strangers, Aasha and Manoj, blossom into something special.

@WhatsApp | @Meta | @wrfundamental

Read More: https://t.co/uo1DVryGoq

#WhatsApp #Meta #Campaign #BrandMarketing

[we.are.fundamental @wrfundamental]

It starts playing in single screen theatres in rural areas and travelling cinemas are arranging screenings even in remote villages & hamlets. Made with a lot of heart for the heartland, we hope you enjoy it as much as we enjoyed making it.

[we.are.fundamental @wrfundamental]

Fundamental's latest is a campaign for WhatsApp's Voice Notes and Video Notes. Designed to empower and include new users. Especially those in rural India who aren't comfortable with reading and typing to start enjoying the benefits of casual messaging.
https://t.co/yImDEx3b73

[we.are.fundamental @wrfundamental]

'Baatan Hi Baatan Mein' condenses and communicates decades–worth of lived experience. Of how texting can engender deep bonds with friends and family. An understanding that comes easily to those proficient with typing and reading. But eludes those who aren’t.

[we.are.fundamental @wrfundamental]

@gauriburma @mithunrajam @rush2nishant @neerajkanitkar

[we.are.fundamental @wrfundamental]

Fundamental's latest campaign for @AskPerplexity's partnership with @airtelindia, demystifies AI and what it can do for the aam aadmi of India.

[we.are.fundamental @wrfundamental]

@gauriburma @rush2nishant @neerajkanitkar @mithunrajam

[we.are.fundamental @wrfundamental]

Fundamental's work for Urban Company Dignity of Labour initiative – Chhoti si doori, getting a lot of love ❤️❤️❤️

[The Better India @thebetterindia]

"‘Ghar se door kuch karne aaye hai’ – Can this simple line dissolve the divide between privilege and perseverance?

Putting it perfectly, Neeraj Kanitkar (Co-founder, Fundamental) revealed the thoughtful approach behind Urban Company's powerful new film:

"How do we make someone with privilege (earned or otherwise) see a reflection of their own journey in the journey of someone less privileged? Without finger-pointing. We thought we'd put two people together in a room and get them talking.

When two people start talking, they'll try to find common ground. There's an innocence to it. Which sometimes reveals something poignant."

"Many drafts down the road, we found a spark. A slip of tongue, a word in a regional dialect - 'bohaar' gave us that opening. The rest of the conversation really wrote itself. 'Ghar se door kuch karne aaye hai' - this line dissipated the blindspot and did so with grace."

"It was incredibly amazing when so many people who worked on this film, from the actors to the tech crew, kept telling us that they've been in conversations that echo the one in the script. After all, few things are more universal than the shared experience of working towards a better tomorrow."

The result was a wonderfully poignant video that isn’t about blame. It’s about that moment when Ankur (the MBA) and Rohit (the AC technician) realize their migrations aren’t so different after all.

Because, sometimes, recognizing our shared journeys doesn't require grand gestures - just the willingness to see ourselves in someone else's story.

To watch the full video click here: https://t.co/EfCWL95xkX

In partnership with @wrfundamental

[we.are.fundamental @wrfundamental]

@gauriburma @rush2nishant @mithunrajam @neerajkanitkar

[we.are.fundamental @wrfundamental]

Are some dreams worthier than others? Isn't there incredible kinship in the experience of trying-to-get-to-a-better-tomorrow. That we don’t see that the MBA is on the same journey of progress as the repairman is the blindspot that Urban Company's Choti si doori shines a light on.

[we.are.fundamental @wrfundamental]

Fundamental's "Fresh nahi toh fish nahi" positions Licious as a soothing balm for that prickly nervousness.

[Neeraj Kanitkar @neerajkanitkar]

Fundamental’s newest campaign for @facebook just dropped! 💙💙💙

[Neeraj Kanitkar @neerajkanitkar]

Fundamental's latest ad campaign for Facebook. Made with love for the favouritest brand and favouritest peeps!!

[we.are.fundamental @wrfundamental]

Coffee – 4/4

[we.are.fundamental @wrfundamental]

Ghost Stories – 2/4

[we.are.fundamental @wrfundamental]

Cricket – 3/4

[we.are.fundamental @wrfundamental]

Fundamental says 'Get more into what you're into' for Facebook's incredible ability to enrich the lives of its users via people-powered communities. Flowers – 1/4