“The power of thoughts and the power of ideas cannot be overemphasised. Thoughts connote energy, freshness and are continuous by nature,” believes Manoj Motiani, Founder & Chief Creative Officer of ‘Thought Bubbles’. The former Creative Director with O&M is going strong with his nine-month old creative hot shop.
In the last two years or so, the industry has witnessed several young Indian creative heads leave their multinational agencies bitten by the entrepreneurial bug. Manoj Motiani is one of the latest additions to this growing list. With 11 years of experience behind him, Motiani has worked with agencies like Ogilvy India, where he spent seven years, and other four years he spent with Euro RSCG and iB&W. During his career, Motiani worked with brands such as Castrol CRB/ Castrol International, Cadbury 5-Star, Kotak Mutual Funds, Pidilite Industries Ltd (Fevicol), Heroes Project (Richard Gere Foundation - HIV/ AIDS), IPL Cricket (Rajasthan Royals), The Leela Kempinski, Coca-Cola (Kinley), Philips India, Bajaj Auto, Videocon and Bidorbuy.com.
On his decision to turn entrepreneur, Motiani said, “Clients are willing to experiment. Creatives are ever-willing to experiment. If you are tuned in to business sensibilities, too, it’s only an advantage to bring fresh thinking to partner a brand’s effort. This seems like a good time for creatives to go Live. It’s simple, ‘brands’ need energy.”
According to him, “The advantage is ‘freedom’, while the disadvantage would be ‘negotiation’”, when asked about how much sense it made branching out on one’s own in these challenging times.
He further explained, “The instinct to launch my own creative hot shop was too strong to ignore. This felt like the right time to channelise my energies and ideas to tap new opportunities that are going to come up in the area of brand communication. Be it brand activation, design specialisation, technology-led creatives – things have now taken on a new meaning for brands and for consumers.”
Bubbling with Thoughts
Mumbai-based Thought Bubbles is a creative network for advertising, design and marketing, with a staff strength of six. The creative shop is currently handling clients like DSP BlackRock Mutual Funds, Indiabulls Real Estate, United Way Mumbai, Designo Furniture Studio, Big Cinemas, and Armstrong Construction, among others.
According to Motiani, the objective of the agency was to be a creative forum that could push boundaries for consumer engagement with creative actionable intelligence, to make ideas that were more relevant, responsible and fresh, and which attracted more talent, making work and play more interesting.
Excited with his journey as an entrepreneur, Motiani said, “It has been nine months since we started. I don’t know when we can begin to say that we are set. We are working hard each and every day. But we do have an AC!”