Kreate Advertising has come a long way since its formation in 2002 at an investment of just Rs 5 lakh. “Within three months of inception, Kreate was a no liability company,” informed Dhaval Mehta, CMD and the man behind the formation of Kreate Advertising.
As the agency moves towards completing a decade in the business, it is looking at around 20-25 per cent increase in profitability, “so that we could share part of the profits with our team” said Mehta. He further said that agency was also planning to increase the team by 30 per cent in various departments. “It’s our dream to have owners who will be a part of profit sharing of our business,” Mehta divulged.
Speaking on Kreate’s journey so far, Mehta said that it had been “beautiful and with of lot of satisfaction”. “We have grown by way of people, clients and infrastructure,” he added. Along the way the agency has handled the biggest kidz exhibition in India, organised a Guinness World Record event, and also shot 16 TV commercials in one day for a client.
Giving a bit of the background of the agency Mehta explained that Kreate was a word from the Bhagwad Gita, which meant the ‘continuous cycle created by the Creator’. “Today, the world is part of the cycle and creating ideas is a part of us. The day it gets over, everything will come to an end, so being a creative agency we constantly have to endeavour with new ideas and concepts.” And this was the very philosophy behind the creation of Kreate, “to give unbiased strategy, good creative suggestions and transparency in executing every assignment,” Mehta maintained.
He also proudly stated that Kreate was the only advertising agency in India which boasted of not promoting liquor, cigarettes, tobacco products or brands. In fact, Mehta was instrumental in winning the Golden Globe award for this Philosophy when he was 50 per cent stakeholder of Ubiquitas Advertising Pvt Ltd. Though Mehta resigned from Ubiquitas as a co-owner when he formed Kreate in 2002, Ubiquitas as a brand name is still owned by him.