Creativefuel has moved to a fully remote working model, removing mandatory office and location requirements for its workforce of more than 400 employees across Mumbai, Indore and Gurugram.
The Mumbai-based creative agency and holding company said employees can work from their home city, another city or elsewhere, as long as the work gets done.
The shift was not triggered by a single moment, according to the release. Creativefuel said it had noticed that employees were spending hours commuting and, in some cases, relocating cities to take jobs with the company.
The announcement follows a guerrilla billboard campaign placed directly opposite a rival agency’s office in Bengaluru, which the release described as a public recruitment statement tied to Creativefuel’s remote-first approach.
“An average Mumbaikar spends 1.5 to 2 hours a day commuting,” said Nikhil Sukhramani, Co-Founder, Creativefuel.
“That’s time we’d rather give back to our people for their families, their health, their lives outside work.”
“Once we looked at it closely, going fully remote was the obvious answer not just for the people already with us, but for the talent we hadn’t been able to reach before, in cities like Bangalore, Hyderabad and beyond,” said Sukhramani.
With location no longer a requirement, Creativefuel said it can hire based on capability rather than proximity, opening its talent pool to people who may previously have been unable or unwilling to relocate.
