Vikram Gaikwad, Vistasp Hodiwala launches Underdog Communications

In a move that is sure to take even industry insiders by surprise, Vikram Gaikwad, until recently the Partner and ECD of Creativeland Asia and Vistasp Hodiwala, VP & Sr. CD, who only last month called it a day at JWT Mumbai, have joined hands to launch Underdog Communications.

The name reflects everything they stand for. Both of them are understated by nature and have let their work speak over the years. Though what is truly curious about their partnership and goes against the industry tide is that the two of them have never worked as a team or for that matter, been in the same agency before they decided to come together. When queried about that, both Vikram and Vistasp say they are not too worried about that and would like to call it an interesting experiment whose time has come. More than a leap of faith they would like to look upon this association as a leap of trust and confidence.

The Underdog belief embraces the fact that ideas by nature don’t toe a straight line. Generally, they like to meander, get passed on, go back and forth, ricochet off someone sideways and do the inelegant waltz in our heads. The fledging agency envisions a fearless 

exchange of ideas, intelligence, infectiousness and expertise and is therefore a joyous shout to like-minded partners and clients to grow their brands in the spirit of togetherness.

Wait and watch they say, for the year 2014 may well turn out to be the year of the Underdog.