Agile, audacious, and witty: Why 2024 belonged to the indie ad agencies

Independent agencies are increasingly thriving in India due to their creative freedom and agility. Unlike large network agencies that often adhere to global standards and advertising protocols, independent firms are innovating and adapting quickly to market changes. 

As a result, an increasing number of new independent agencies are entering the market. Agencies such as Steve&Priya, Next Wave, and Where is the Brief have emerged this year, while last year's entrants such as Talented and TGTHR continue to make their mark through quirky campaigns.

Campaigns such as YouTube’s Ganji Chudail, Urban Company’s Choti Soch, Zepto’s Kaju Katli, and Swiggy’s meme crossover ads are some of the most memorable in 2024, executed and conceptualised by independent agencies.

Independent agencies are bringing fresh perspectives and introducing brands in ways we haven't seen before. The past couple of years have been especially conducive to experimentation.

Arvind Krishnan, founder and CEO of Manja

The role of start-ups 

A vibrant start-up ecosystem in India is driving a growing entrepreneurial spirit that significantly benefits independent agencies. However, the dynamics are changing rapidly, and independent agencies must be ready to cater to all, say the leaders.

"Like independent agencies, start-ups are also founder-led so work and decisions are made much faster and if the energy and partnership are good, you can execute some great work. However, today large-scale brands are also trusting independent agencies with their important campaigns," says Devaiah Bopanna, co-founder of Moonshot. 

Speaking about the role of start-ups in the growth of independent agencies, Aalap Desai, co-founder and CCO of TGTHR, feels, “It's like a big right swipe. Both are hungry and poised to do good work. I've noticed an obsession with good work and rule-breaking that's common in both too.” 

However, Pallavi Chakravarti, the founder of Fundamental, a creative agency, asserts that there is no definitive rule that start-ups are essential to independent businesses. Fundamental isn’t even two, and we’ve already catered to tech giants, 100-year-old legacy FMCG brands, start-ups, and challengers.” 

While start-ups can serve as testing grounds for brave work, Chakravarti adds that they also demand tangible results.

Changing campaign dynamics

The trend of launching quicker, short-lived campaigns is becoming increasingly prevalent among independent agencies. This approach allows them to capitalise on real-time marketing opportunities and social media trends.

However, there may be a shift toward more integrated marketing strategies combining short-term and long-term brand building.

“Large agencies often project collaboration externally, but internal divisions often hinder execution, possibly due to scale or personnel. In contrast, independent agencies thrive on their smaller size, aligned culture, and cohesive teams, enabling seamless work. This alignment is a game-changer, allowing not just survival but true success."

Aalap Desai, co-founder and CCO TGTHR

Chakravarti dispels the notion that only indies are creating short-lived campaigns or that legacy brands solely work with networks. "The overall shelf life of campaigns has decreased, and everyone is participating," she observes.

"But what we should be asking is, are those in-and-out campaigns creating the desired impact, or are they the nudge-nudge-wink-wink sort of work created purely to cause ripples within our industry?"

According to Steve and Priya, CCOs and founders of the Steve Priya agency, many independent agencies emerge to fill a market need. In larger agencies, teams juggle around 10 brands, leading to less time spent on each. In contrast, independent agencies focus on fewer brands, allowing for deeper understanding and quicker, higher-quality work due to the absence of regional target pressures.

Challenges for independent agencies to tackle

Despite thriving in the market as well as shining in the awards space among big sharks, the biggest challenges, according to leaders for independent agencies, often revolve around new business acquisition and client retention. 

While acquiring new clients is critical for growth, retaining existing clients demands consistently delivering high-quality work and maintaining strong relationships.

“At Fundamental, we’re not good with self-promotion in any form. And that’s an understatement. So being top of the mind is our biggest challenge. Retention and repeat projects have never been problems for us. Once marketers work with us, they keep coming back. Touch wood.”

Pallavi Chakravarti, founder of Fundamental

Chakravarti emphasises, “Lean structures give us an edge. In Fundamental’s case, a lot of our people punch above their weight, and therefore we don’t need scores of warm bodies to switch off their videos and mark attendance on a client Zoom call. In fact, when the rubber hit the road, it pleasantly surprised us to discover that we could pull off logistically and procedurally complex jobs of incredible scale with a team of not more than four or five creatives, studio, and account management pros.”

According to Desai, this is an issue seen across the board: “That part of the job doesn't change in both profiles. Both independent and network agencies have to address it every year. If you are in advertising, this is something you have to solve till you are here.”

Another critical factor in the survival and growth of independent agencies is their ability to create value over chasing volume and retaining talent. 

"Today there is a constant churn of talent and the average time each person spent in the agency has come down to less than a year. To build a culture and an in-depth understanding of brands, it’s important to find the right talent, give them new challenges and create an environment for them to grow without limits."

Steve & Priya, CCOs and founders of the Steve Priya agency

The future of independent agencies

The future of independent advertising agencies in India appears promising but requires strategic navigation through challenges posed by larger networks. Their ability to innovate rapidly, foster strong relationships with start-ups, and adapt to changing market dynamics will be pivotal in defining their success in this competitive landscape.

The future for independent agencies is only brighter. They are meaner, more agile, and faster than network agencies. Independent agencies can afford to have personalities and can say no to clients without waiting for 25 approvals from international bosses. 

Devaiah Bopanna, co-founder of Moonshot

For Fundamental, the way forward lies in focusing on what advertising does best—persuade, generate disproportionate ROI, and give brands a significant business advantage.

“To us,” Chakravarti says, “it’s about doing what only advertising can do: persuade the unpersuaded and create compelling, effective creativity. It’s tougher and more thankless than cracking a joke in lieu of an ad or trending for a few hours, but it’s immensely satisfying.”

Independent agencies’ success hinges on their agility, creativity, and ability to build meaningful relationships while navigating the complexities of the advertising landscape.