Malavika Mehra launches ‘Tomorrow’

18 Nov,2016

 

Sometime around mid-2015, Malavika Mehra called it quits from Grey. And we heard she’s starting something on her own. And when that announcement didn’t happen, we thought she’ll move to another agency.

 

And then we waited. And waited. And waited.

And there was no word. Nothing.

Until Tuesday evening, we got this call. We cut the niceties to: okay, when… what’s it going to be called? Etc, etc.

Tomorrow, she said.

Huh?

Ah, well, it’s called Tomorrow.

What’s with these agency names these days: Scarecrow, Whyness, Sideways, Enormous…

But MM’s Tomorrow is not going to be the typical agency.

 

“A new world with fast evolving brand needs, calls for new thinking. And a fresh, nimble approach to building brands and businesses,” she said. After 22 years of building brands like Bingo!, Vodafone, State Bank of India and Reliance Telecom across Ogilvy and Grey (where she was National Creative Director for India operations), Mehra felt the need and saw the opportunity to stretch the canvas for a brand’s creative expression beyond ‘pure play advertising’. And while remaining firmly rooted to the ‘big brand idea’ (and ideals), bring serious design craft and technology to the forefront of brand building.

 

And thus was born, Tomorrow Creative Lab. Incorporated in June 2016, but it’s just about set up office. “It’s going to be global collaborative creative hub,” Mehra told us. “And they are in the business of crafting brands for tomorrow, deploying the three most relevant creative tools of today. Design. Technology. Ideas,” she adds. Several big-name professionals have tied in with Mehra’s Tomorrow. “We call them ‘Friends of Tomorrow’,” she said.

 

So what’s Tomorrow going to be doing today and tomorrow?

Brand workshops (What they call hot-housing)

Brand strategy and consultancy

Product design and innovation

Brand identity design (nomenclature, logo, brand systems, motion graphics)

Packaging design

Digital design (apps, portals, websites)

Space and Installation design

Editorial design

Brand content

Brand communication (film, print, the works)

and any new creative expression the brand needs.

 

An office has been taken in Bandra West. The agency will be fairly design-driven given Mehra’s background, and the work that she’s taking on is going to be diverse and much beyond the routine advertising types. The team is going to be small, and will add on as the agency grows.

 

There  are some projects that Mehra already has on board. Like the Old Delhi Haveli project for Vivaana Hospitality which includes space restoration, interior design, brand story and brand identity design for a 150-year-old heritage spot in Chandni Chowk in Delhi. There’s Desi Deli, which will entail brand identity and space design for an eclectic café in Mumbai.

 

Then there’s Mojarto, an NDTV venture where she has done the nomenclature and brand identity design for an Indian media television company’s online art platform and TV show.

 

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