Fundamental onboards Neeraj Kanitkar as Co–founder and ECD

Neeraj Kanitkar, former ECD at Taproot Dentsu and DDB Mudra, joins Fundamental as Co–founder and ECD. He has 15+ years of experience under his belt

Further strengthening the creative team of the newly launched independent agency Fundamental, is Neeraj Kanitkar, former ECD at Taproot Dentsu and DDB Mudra. Coming on board as Co–founder and ECD, with 15 years of experience under his belt, Neeraj has steered brands and creative teams to deliver campaigns that have worked with consumers and connoisseurs alike. Best known for his work on Facebook and Meta, Neeraj has worked on many noteworthy accounts including McDonald’s, Stayfree, McDowell’s No.1, Lenovo, WhatsApp, Myntra, Star Sports (IPL), Times of India and FirstPost. Notching up hundreds of metals at The One Show, D&AD, Spikes, AdFest, Abbys and Effies. But more importantly, creating iconic work. 

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Pallavi Chakravarti, Founder and CCO said, “Nishant, Anand and I unanimously agreed that to start building Fundamental we need people who will own the place and everything we hope it will come to stand for – Neeraj is the ideal choice to have at the ground floor. His talent, leadership qualities and approach to advertising make him a perfect fit and his ability to reason, debate and present a strong point of view is just what the agency needs in order to build a system where everyone isn’t just blindly agreeing with one another but actively thinking through every job on the table. Fundamental doesn't have to welcome him aboard – I’d just say he’s home.” 

Neeraj Kanitkar said, "An advertising agency can be the most wonderful, magical place. When you get to create work while laughing, crying, bickering, violently disagreeing and on the rare occasion agreeing with people who love advertising as much as you do. I have learnt to love the chaos, the anxiety and the unpredictability of the creative process. And that's what I hope we can recreate on repeat with Fundamental. Because once you do that, then work that works, work that wows clients and consumers alike, work that comes back to you as WhatsApp forwards, will follow."