DDB Mudra’s ex employees to form their own agency “Fundamental”

After quitting DDB Mudra, Pallavi Chakravarti, Nishant Saurabh, and Anand Murty have teamed up to form their own creative agency, ‘Fundamental’.
The trio will be leading the agency as CCO, CEO, and CSO, respectively.
Confirming this news to Adgully, Pallavi Chakravarti, Co-founder and CCO, Fundamental, says: “We’re looking to make advertising that serves the brand and not its makers alone. Unfashionable? Perhaps. But is it necessary? Absolutely! And we’re hoping that when people see the magic at work, they’ll rediscover that creativity in advertising is a basic necessity – right up there with roti, kapda, makaan and WiFi, and not an indulgence.”

She has experience working with some of the leading brands such as  Unilever, Marico's Set Wet, P&G, Star Sports, Diageo, Cipla, Myntra, The Times of India, Pepsi, Meesho, Uber, Instagram, McDonald's, and more.

Fundamental CEO Nishant Saurabh has previously been associated with renowned brands such as Coca Cola, Asian Paints, Coca-Cola, Maaza, Minute Maid, Nescafe, Tata Docomo, Meta, Microsoft, Instagram, Mastercard, Pantene, Greenlam, Nissan, Airbnb, Gillette, Raymond, Stayfree, and Oral-B, among others.

Talking more about “Fundamental” and its formation, Saurabh says: "We keep hearing about how good old advertising will die soon. Truth is, it is alive and kicking, because of some of the people in it. We’re looking to work with just those people. Ones who aren’t afraid to argue and question, to laugh at themselves and to roll up their sleeves in the quest for the answers that work the best. And while we’re at it, we’re hoping to bring some madness and love back to this business.”

Anand Murthy added: “Sometimes, you have to start right at the
beginning. The big ideas and the devastatingly simple insights come from engaging with the complexity and nuance of businesses and the lived existence of people. It’s therefore important to spar, intensely engage with clients and partners and each other so we solve the right problems and not fall prey to easy pronouncements and generalisations.”
Murthy has a wide range of experience prior to the formation of Fundamental with brands such as Reckitt, Voltas, Unilever, Sprite, Set Wet,, Honda, Airwick, Hayu, Instagram and more.