Newly launched independent agency Fundamental has brought Neeraj Kanitkar, former ECD at Taproot Dentsu and DDB Mudra on board as the co-founder and ECD. Kanitkar comes with 15 years of experience under his belt, and has steered brands and creative teams to deliver campaigns that have worked with consumers and connoisseurs alike. Best known for his work on Facebook and Meta, he has worked on many accounts which include McDonald’s, Stayfree, McDowell’s No.1, Lenovo, WhatsApp, Myntra, Star Sports (IPL), Times of India and FirstPost.
Pallavi Chakravarti, founder and chief creative officer, said, “Nishant, Anand and I unanimously agreed that to start building Fundamental we need people who will own the place and everything we hope it will come to stand for – Neeraj is the ideal choice to have at the ground floor. His talent, leadership qualities and approach to advertising make him a perfect fit and his ability to reason, debate and present a strong point of view is just what the agency needs in order to build a system where everyone isn’t just blindly agreeing with one another but actively thinking through every job on the table. Fundamental doesn’t have to CXO Moves
welcome him aboard – I’d just say he’s home.”
Kanitkar said, “An advertising agency can be the most wonderful, magical place. When you get to create work while laughing, crying, bickering, violently disagreeing and on the rare occasion agreeing with people who love advertising as much as you do. I have learnt to love the chaos, the anxiety and the unpredictability of the creative process. And that’s what I hope we can recreate on repeat with Fundamental. Because once you do that, then work that works, work that wows clients and consumers alike, work that comes back to you as WhatsApp forwards, will follow.”