BackEx-Grey national creative head launches Tomorrow Creative Lab
Malvika Mehra, the award-winning national creative director formerly with advertising agency Grey Worldwide India, launches Tomorrow Creative Lab
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New Delhi: Malvika Mehra, the award-winning national creative director formerly with advertising agency Grey Worldwide India, on Friday announced the launch of an independent venture called Tomorrow Creative Lab.
Mehra quit Grey last year.
Incorporated in June 2016, Tomorrow is a global collaborative creative hub based out of Mumbai. The venture will provide services such as brand workshops, strategy and consultancy, product design and innovation, brand identity design, packaging design and branded content, among other things.
“I’m not leaving advertising instead trying to stretch the canvas to go beyond pure play advertising which is essentially about film and print. I have an art background and the design gene has woken up in the last one year," said Mehra, founder and creative director, Tomorrow Creative Lab.
Mehra has collaborated with experts (whom she calls ‘Friends of Tomorrow’) for projects. They include fashion designers, sonic branding experts, fragrance specialists, interior decorators, content writers, insight catalysts, spatial designers and animators. She plans to involve experts on different projects and intends to keep her team small. She is currently busy hiring art directors, graphic designers and copywriters.
One of the projects that Tomorrow is currently working on is the restoration and brand identity of Vivaana Hospitality owned 150-year-old heritage palace in Chandni Chowk in old Delhi. The project includes space restoration, interior design, brand story and identity design. Apart from this, the creative lab has also worked on the brand identity and space design of Mumbai based café, Desi Deli as well as NDTV-owned art platform (both online and TV show) Mojarto.
With 22 years of advertising experience behind her, having worked with Ogilvy and Mather as well as Grey Worldwide India, Mehra has handled key brands in the country. She helped launch ITC’s packaged salted snack Bingo and built brands such as Hutch, Vodafone, Britannia, State Bank of India, Gillette, Reliance Telecom, Titan, Dell, Fiat, Honda, Duracell and Killer. She has also worked on the Indian Army and the government’s Clean India and anti female foeticide campaigns.
Mehra has won two Cannes Gold Lions and D&AD (Design & Art Direction) Pencil for her work on Duracell titled ‘Positive-Negative’. She has also led her team to win the ‘Campaign of the Year’ award at the The Abbys, the creative awards organised by The Advertising Club, four times. Three of these were awarded during her stint at Ogilvy for Surprisingly SBI—State Bank of India campaign, ITC Bingo and Hutch Ranga Shankara Theatre Festival. At Grey, she won the award for Killer Jeans’ Green Fold campaign.
Mehra has also been on the jury of the global advertising awards such as Cannes Lions International Festival of Creativity and Clio Awards.
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