It’s fashionable for an agency these days to refrain from referring to themselves as an agency. So we’ll call ourselves Hilda Aunty’s special chicken curry. Because why not? In all seriousness, we’re really not an agency. We’re an idea. A disruptive advertising concept. A few lines of ink on a gravy-stained (butter chicken) tissue that evolved into an advertising movement. A movement that’s hellbent on restoring Indian advertising to its past glory. You know what we’re talking about. Ads that you’ll remember 20 years down the line. Ideas that will make you think, laugh and then spend ridiculous amounts of money on a product. Campaigns so good that you’ll be tempted to share them on your family WhatsApp group. Why are we doing this? Because advertising is not what it used to be: insightful, well-researched, smart. More importantly, advertising is not what it can be: ingenious, innovative, thoughtful, far-reaching, filled with value. And how are we doing this? Bit by bit. One insight at a time. One disruptive idea at a time. One groundbreaking campaign at a time. Ten teas at a time. An influencer campaign here, a direct marketing campaign there, a few splendid ads everywhere. Slowly but surely, we’ll get there. Now, the question is are you willing to join us? Because we might be called The Big Dumb Project, but brands call our work smart and inventive. (Also The Big Smart Project sounds awful.)