My Start-Up Story
For me, any brand we have is like our own daughter. I say daughter because we love, nurture and grow our daughters with a lot of affection, love and care, and then she goes away.
After McCann & JWT I spent almost 8 years of my career with Mohammed Khan in Enterprise Nexus. And if he hadn’t retired, I would still be working with him. But what he and Mr. Ramnathkar (Ramu) taught me, and something I still stand by in any work I do, is perfection and honesty. Perfection, till we get it right — even if a client can’t see the difference. And honesty on all levels — to the brand, product and client.
I moved on and worked with several agencies, big and small. And if you ask most people from any of these places, they will all agree with the fact that I am a very difficult person to work with. And that’s because I am extremely passionate about my work, a passion that drives my need for perfection. As I grew in the industry I found it extremely difficult to take this passion forward. On the one hand, I had clients who believed in me and were ready to move with me (KKCL kewal kiran clothing ltd. Killer and Easies who were with me for 14 long years, and travelled with me through 3 agencies and Intergriti and Lawmanpg3 who helped me setup my very own agency AW) and on the other side, I had to deal with agency hierarchy. I had reached a point in life where I felt the need to start out on my own. And with the help and confidence of some of the clients, I started AutumnWinter in 2014.
I strongly believe in being a part of the process of brand building — it’s about doing good work consistently all year round, which in turn wins awards. In many cases, it means being involved in the product development stage too. And you can see that approach in the work we’re doing here today, at AW. For me, any brand we have is like our own daughter. I say daughter because we love, nurture and grow our daughters with a lot of affection, love and care, and then she goes away. It’s the same with brands. AW is not in a hurry to grow. Our philosophy is that we want to grow organically and slowly, doing good work for each and every one of our clients, which helps them achieve their business goals as well as get us new brands to work with.
As an agency, we want to promote old school approach to writing, art direction, strategy, planning and most importantly, product development for the brand — rather than simply working on a brief from the client. Because I truly feel that if the product is not good, then good advertising is of no use. Coming back to basics means that whatever the medium, digital, outdoors or TVC, your product and idea need to be equally strong for communication to be genuinely impactful. We also believe in craft not just for award winning work, but for the real, every day work. That is why we are a mix of advertising and design agency, because when you have the best of both, you can put out some really great work. Both coexist and if any one is removed then you can see the kind of work especially in print medium happening nowadays. It’s also why we don’t discriminate between say a TAG design or a TVC. For us, both are equally important because they both play an important role for the brand, in their own way. And we understand that.