MUMBAI: Advertising professionals Keshav Naidu and Kahini Panjabi have come together to launch a new agency called Naidu & Panjabi. The agency, which is headquartered in Mumbai, has clients ranging from personal care to hospitality and e-commerce.
Naidu and Panjabi believe that they can cultivate brands for growth by way of quality human experiences. Naidu was voted by Clio as one of the Top 12 Global Creative Directors under 30, whereas Panjabi is a second generation art director, who grew up literally in the creative department at Lintas.
Within a few days of inception, the agency bagged the account for the recently funded, beauty and wellness booking app Ziffi. A first outing for the agency, the Ziffi ad film also marks the directorial debut of Kunaal Roy Kapur.
Talking about their first client and their agency, Naidu said, “Naidu & Panjabi was born out of a dire need to harness our creative restlessness. Traditional advertising and creativity needs to be challenged as the world gets smaller by the day. With Naidu & Panjabi, we hope to create the perfect conditions for path-breaking, creative collaborations. Ziffi is the kind of new digital service that we don’t realize we need, until we use it. Once you’re hooked, you wonder how you ever managed without it. The real challenge however, is to get people to try something like this. How do you get people to try something they don’t consciously need?”
Describing how they didn’t want to make something that would look like an ad, Panjabi added, “We didn’t set out to make an ad film. We wanted to make a funny video that young, urban India would enjoy as entertainment. And somewhere along the way we bumped into Kunaal Roy Kapur, who totally gets this demographic.”
Kapur said, “The script and treatment, which Naidu & Panjabi came up with was fantastic. I couldn’t have asked for a better video to debut with as a commercial director. The experience was enriching and I do hope to put our heads together for a lot more work!”
Ziffi.com CEO Shantanu Jha added, “Naidu & Panjabi are an amazing team to work with. Their understanding of the product and audience is spot on. Their creativity and freshness in thought process is refreshing and often sets the campaign apart from the clutter. Loaded with experience, Naidu & Panjabi team goes the extra mile to get work done and deliver things. They are just the right partner you need for the fast paced delivery timelines. I am sure, Naidu & Panjabi are here to make a big dent and we wish them all the very best.”
