Published on: July 10, 2026
The industry is going through a massive amount of change right now. We are all caught up in this constant hustle, dealing with pressure, client deadlines, and a management culture that never seems to slow down. But looking at the last couple of years, it feels like we are losing people far too early. It is a sobering reminder for all of us to pause and internalise what’s happening—to understand that life is moving so fast that we sometimes forget to take a breath.
He and I go back at least 25 years. We were there together when digital was just starting in India, “hustling” and building when the medium was just a flicker of what it is today. We were lucky to share a mentor, Ishaan Raina Sir, who was the “common dot” for both of us. Whether it was the early days of Contract and Euro RSCG or the evolution into MPG and Havas, that shared history was the foundation of our bond.
Even though Atul was several years my senior to me, there was never a hierarchy between us. He was a brother. We would call each other at any time of the day just to check in. Over the last few years, I watched him transition into a sharp VC and nurture YAAP into a powerhouse. He had a fantastic eye for talent and a genuine passion for seeing new ideas succeed. Atul had a truly rare drive. He was someone who lived and breathed his work, pushing himself with a level of dedication that was inspiring to witness. Our regular meeting spot was Soho House in Juhu, where we’d meet to catch up, chat, and just bounce ideas off one another.
I only just spoke to him this past Sunday. He was so full of energy, brainstorming his vision for YAAP’s international expansion and, as always, wanting to trade notes and ideas on the best way forward. He even told me, “Kushal, I want to learn from you.” That was the essence of the man; despite his massive success, he stayed curious and humble.
It is hard to believe that our conversation on Sunday was the last one we would ever have. The realisation that I can’t just pick up the phone to WhatsApp him or hear his voice is a very heavy one to carry.
In the end, we won’t remember Atul for his titles, the awards, or the size of the business he built. We will remember him because he was a good soul. He was a kind man who didn’t believe in hurting anyone. He created magic, from his early days at MediaTurf and Ignite to the massive role he played in shaping the entire digital ecosystem in India.
To my brother: thank you for 25 years of memories, the shared hustle, and your friendship. You have left a legacy that won’t be forgotten.
