As part of an ongoing series highlighting young talent in the industry, Branding in Asia brings you “One Under 30” – a special feature that focuses on up-and-coming talent in the ad world, one person at a time.
This week we highlight Ashita Chaturvedi, the founder of creative agency Gemba, in New Delhi.
For Ashita, who is running her own agency at the incredibly young age of 26, inspiration comes from all around her. “I find inspiration in the mundane and ordinary. The people I speak with every day or the ones I initiate conversations with when traveling.”
Name: Ashita Chaturvedi
Hometown: New Delhi, India
Current Location: New Delhi, India
Education: University of Delhi, Literature, 2016
Sounds too naïve now, but all I did was make a list of all the brilliant agencies I wanted to work at, soon after I graduated. Keeping in mind at least 3 rejections, I’d settled on to the fourth one in my head. As fate would have it, I got through the interviews at my first preference, Dentsu isobar — the agency that went on to shape my career.
Unshakable optimism, hard work and an incredible drive to be the best!
I find inspiration in the mundane and ordinary. The people I speak with every day or the ones I initiate conversations with when traveling.
The best advice and inspiration can emerge out of nowhere, and more strangely, from people whose work you’ve admired from afar for the longest time. A couple of months before I launched my creative agency, during one of our conversations, Tham Khai Meng (yes, him!) advised me — ‘Be tenacious and follow your heart’. The words have stuck with me ever since.
As an entrepreneur, I wear multiple hats and juggle tasks, every single day. The going gets tough at times but the freedom of purpose that comes with it and the adrenaline after accomplishing a goal is unmatched. I get to collaborate with extremely intelligent, fun and creative people and by the end of the day, my learnings are end-less.
Stretched and unproductive working hours, leaving little to no time to tame my mind, reflect or create something meaningful. Hence, in a deliberate attempt to amend the practices I followed while working at different agencies in the past, I have built an incredible work ethic at Gemba.
Launching Maruti Suzuki’s new offering, the ‘All-New Swift’. A launch riding high on media monies and creative assets is always tricky to plan and execute, but exhilarating! As part of this full model change launch, we carried out two interesting campaigns:
Swift No Word Review: Employment of innovative technology to create buzz and engagement around the launch.
Five eminent auto journalists were invited to test drive the All-new Swift and wear a neuro-headset while driving that mapped their feelings/emotions in real ime. Through several spikes of excitement, interest, focus and comfort, we were able to show an honest, unfiltered and quite an unexpected review of the all-new Swift.
The results were skyrocketing with 20 million impressions garnered on Facebook, 45.5% increase in ad recall on YouTube, 17.5% spike in consideration, reaching over 10 million users.
Google-Swift 1 Billion Impressions:
With a challenge to retain our younger consumer base as newer brands competed for attention, along with improving the overall imagery of the brand, we planned for the biggest ever collaboration with the tech giant Google for what came to be known as Google-Swift 1 Billion Impressions. Within 24 hours, we reached out to 463 mil-lion+ unique users, 22K goal conversions, 14 million+ clicks, and 1.39 billion impressions.
Another career in another life — a rockstar performing for huge crowds!
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