Kaushik Tiwari, Publicis Ambience’s Head of Southern operations, has moved on to float a full-fledged agency called Fresh Lime Communications. Chennai-based Fresh Lime commenced its operations on April 14, with a roster of clients that include Marg Constructions, Ojas (a Vedic care foundation), Heligan (a facility management company), RR Infotech, and a soon-to-be launched lingerie brand.
Giving the reason for setting up an independent agency, Tiwari said, “In my many years in advertising, I’ve discerned a sense of disquiet among clients. Even the smallest client wants the best from ad agencies. Unfortunately, most MNC agencies have not been able to live up to their expectations. The prime reason for this is the best creative talent in big agencies work out of Mumbai, Delhi and Bangalore, and not Chennai. At Fresh Lime, we’ve licked this problem. We have hired some of the best talent. Our Creative Head, CP Sajith, has won over 50 regional, national and international awards. He is the only art person in Chennai to have been named Art Director of the Year thrice in a row.”
Regarding the name Fresh Lime and its significance, Tiwari revealed, “Chemically speaking, Fresh Lime is one of the finest catalysts. And as a market solutions provider, that is what we wish to be for our clients. We want to energize brands with refreshing communication.”
Elaborating on the agency’s philosophy, Tiwari said, “We don’t have any fancy mission or vision. At the end of the day, we want our people to be happy – as only happy people can create cutting-edge creative work. I know there will be business pressures. But we will do our best to uphold the ‘joy factor’ in Fresh Lime.”
Tiwari’s career spans 16 years and includes noteworthy stints with Publicis Ambience Rediffusion DY&R, Grey Worldwide and RK Swamy. He has worked on some blue-chip brands like Citibank, Cuticura and Airtel (regional), ING Vysya, Medimix, and Kinetic two-wheeler brands, among others.
Tiwari, an engineer and MBA by qualification, has also made a mark in the international field, too, as Asia Pacific Account Director for Sara Lee brands Kiwi and Kiwi Kleen.