Forty years, one agency: Nitin Karkare's unbroken run with Ulka

Today marks a milestone that is almost unheard of in Indian advertising: Nitin Karkare completes 40 years with Ulka, the agency he joined as a management trainee in July 1986 and now leads as Chairman.

In an industry defined by constant movement, Karkare's journey stands out for its sheer continuity. He started at Ulka Advertising fresh out of a management education from BITS Pilani, and barring one interlude at Everest Advertising in the early 1990s, he has spent his entire professional life at the same agency, through every name change and network shift it has undergone.

The early years

Karkare joined Ulka on July 16, 1986, as a trainee, at a time when Indian television had barely begun to blossom and landlines, not mobile phones, connected the industry. After three years at Ulka, he moved to Everest Advertising, where he spent close to 4 years working on the Procter & Gamble business: an experience that sharpened his understanding of client partnerships and brand-building. He returned to Ulka in 1993, a decision that would define the rest of his career.

Rising through the ranks

Over the following decades, Karkare built his reputation the old-fashioned way: through long-standing client relationships and consistent delivery. He worked closely on some of Ulka's most iconic accounts, including Amul, Tata Motors, Zee, ITC, Wipro and Zodiac. His association with Amul, in particular, has included campaigns across several eras of the brand: from "The Taste of India" to "Manthan," which celebrated women's empowerment and the cooperative movement, to the enduring "Doodh Doodh" and "Amul Doodh Peeta Hai India" campaigns.

His steady rise through the organisation saw him move from Chief Operating Officer of FCB Ulka's Mumbai and Bengaluru operations to CEO of FCB Ulka Advertising in 2016, a role in which he was entrusted with infusing fresh creative energy into an agency built on legacy partnerships. In 2021, as FCB Group India restructured into three full-service agency brands (FCB Ulka, FCB Interface and FCB India) Karkare was elevated further, taking on a more prominent leadership role alongside stalwarts such as Swati Bhattacharya, Robby Mathew and Joe Thaliath.

Chairman, and a full-circle moment

The most recent turn in Karkare's career came last year, following the global merger of Omnicom and IPG. As part of the sweeping reorganisation that followed, the FCB brand was retired globally, and Ulka moved under the BBDO network as part of Omnicom Advertising India. In this restructuring, Karkare was appointed Chairman of Ulka and Executive Director at Omnicom Advertising India, working alongside Prasoon Joshi, who was elevated to Chairman of Omnicom Advertising India, and Aditya Kanthy, who took over as President and Managing Director.

In effect, Ulka has gone full circle in Karkare's own career: he joined Ulka in 1986, watched it become FCB Ulka, and now, as FCB itself is retired, he leads Ulka once again — this time as its Chairman.

A rare kind of loyalty

Colleagues have consistently described Karkare as calm, dependable and affable; the "Mr Dependable" of the agency, known for forging long-term bonds with clients, teams and associates alike.

Forty years is a long time by any measure, but in an industry where five-year stints are considered notable, it is close to unprecedented. From trainee to Chairman, through the FCB years and back to Ulka's own name, Karkare's career is a reminder that in advertising, as in the brands it builds, staying power still counts for something.