In year three, the outfit is looking at further strengthening its core capabilities.
Mumbai: For two years now, Fundamental has gone about its business quietly – attacking real challenges that brands face, when talking to real consumers in the real world. Unpacking some of the most complex problems that marketers grapple with and distilling them till the simplest, most single-minded solution is found has become the agency’s calling card. And it has set about carving this niche with a minimum of fuss and fanfare.
Today however, is a day to make some noise. Because a team is only as good as its people, and as people go, the addition of Ambalika Sen as Managing Partner has the agency fully charged up. Being an indie that has chosen to cherry-pick its talent and not “scale” for the sake of optics, the founders were clear that one of the key differentiators between Fundamental and the rest would always be its people. Walking the talk as the agency grows is where the real test lies, which is why Sen’s on boarding makes perfect sense.
In year three, the outfit is looking at further strengthening its core capabilities. Her fifteen solid years of experience and her expertise across client partnerships, people care, process efficiency and understanding of the consumer business across categories – Food, Fashion & Lifestyle, FMCG and Media among others, will be instrumental as Fundamental moves forward. Ambalika was previously at Tilt Brand Solutions where she was Senior Vice President – Business.
Speaking about the appointment, Pallavi Chakravarti – Founder & CCO, said, “When we started out two years ago, we dreamed of attracting builders. Some of us have known Ambalika for a very long time now and observed her evolution as an advertising professional with joy and pride. Now that our paths are converging again, turns out dreams do come true. Our team is still relatively small and as passionate as the day we began. Our ambition though, has gotten much, much bigger. We firmly believe that her unique brand of unpretentious leadership coupled with her understanding of all facets of this business, will help us expand the way it counts – qualitatively.”
Adding to this, Ambalika said, “Over the years at Taproot and Tilt, training to run and grow reputable ad firms with the best in business, here’s me shooting my shot at co-building what feels like a calling. For upwards of a decade-old professional and personal kinship with the founding team, taking this leap into young and unassumingly brilliant Fundamental, was mostly a matter of time. Excited to report that there is much to be done here, as I look forward to raging through this party, one actionable at a time!”
