The former chief creative officer of Dentsu Creative West and Dentsu Creative Experience India, Aalap Desai, has established TGTHR (Together). TGTHR is a full-funnel advertising agency. TGTHR, which has its headquarters in Mumbai, has opened offices in Bengaluru and Delhi. According to Desai, TGTHR is a location “where happiness meets creativity to produce extraordinary results.” The action was taken following Aalap’s departure from Dentsu Creative. He presents TGTHR as an environment where joy and creativity come together to create remarkable outcomes. It is driven by the goal of fusing great work with an unmatched culture,
The agency released a statement claiming that TGTHR is a creative powerhouse with knowledge in every field. These include digital, film production, mainline (TVC, Print, Outdoor), design, content, and media. With over 12,000 campaigns completed, 550+ international and national awards, and an impressive 110+ years of collective experience in advertising, the agency is a formidable force in the industry.
He held positions as co-leader of the creative team at Dentsu Webchutney Mumbai and national creative director at Dentsu McGarry Bowen India during his tenure at Dentsu. His notable projects, Code Name: Uri, The 8-bit Journo for Vice, and The World’s Most Reported Trailer for Thappad, caused quite a stir. Desai has worked for organizations like Disney+ Hotstar, Leo Burnett, JWT, DDB Mudra, Ogilvy, and Ambience Publicis over his career. He had a significant impact on the narratives of youth-oriented brands like MTV India and Early Salary. Furthermore, these brands also included well-known ones like McDonald’s, Complan, Huggies, Nerolac, and Videocon D2H.
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Over 200 national and international awards, including 10 Cannes Lions and 42 shortlists, have been bestowed upon Aalap for his creative abilities. Brand Equity’s “Hottest Young Creatives” in India in 2014 was among one of his noteworthy accolades. Moreover, he was also listed among Impact Magazine’s “Hottest 30 under 30” Media Creatives in 2015. Among his recent accomplishments are the multiple awards that Mortein’s Suraksha ka Teeka and Vedantu’s The Everything Book campaigns took home at Cannes Lions 2023.
Additionally, Desai writes scripts for TV shows like MTV Sound Trippin’, web series, and feature films. His astute observation has also brought him the opportunity to sit on the juries of prestigious competitions like Spikes Asia, Cannes Lions, and Kyoorious. Furthermore, he has directed short films and advertisements that have taken home and won awards abroad.
Aalap Desai said,
The advertising industry is often filled with a sea of sameness. The saviours of this industry are the sparks of creativity that we see scattered here and there. It is challenging to find the right people for the job. The one who knows how to create a great TV ad might not know how to increase followers on a social handle. The one who has mastery over social media may have no idea about master branding. What if all these talents could come together to form a cohesive whole? If one great creative person is a force, imagine what could be achieved when they all combine as a force multiplier! This is especially true when you create an environment where they can thrive. That’s the idea behind TGTHR. Bring together expertise, talent, and passion to deliver clients unparalleled quality, connectedness, and effectiveness. All the while ensuring that we love where we work.
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