MAM
Viral Pandya moves on from Cog Culture
Mumbai: Viral Pandya, a celebrated creative figure in the advertising world, is stepping down from his role at Cog Culture to pursue opportunities beyond the advertising industry, according to industry insiders. Under Viral’s visionary leadership, Cog Culture evolved into a creative powerhouse, firmly establishing itself on the advertising map. The agency earned accolades such as being named the number one Independent Integrated Agency at the prestigious Goafest Creative Abby Awards, alongside Design Agency of the Year in both 2019 and 2023. It was also recognised as Still Craft Agency of the Year in 2019. Viral’s creative genius was pivotal to the agency’s exceptional growth over the last five and a half years.
On his decision to leave, Viral remarked, “India is at an exciting juncture, and with AI rapidly advancing, the possibilities are endless. However, the current state of creativity is disappointing. Ideas, skill, and craftsmanship seem to have taken a backseat. My forte is sound strategy weaved by great design thinking, and the digital realm lacks these. Rather than lament this, I want to take action—apply my experience directly with clients, embracing technology and innovation. It’s also a perfect moment for me to take it slow and reflect.”
When asked to elaborate on his criticism of the industry, Viral added, “Today, more than ever, you need to earn attention, not buy it—thanks to the digital explosion. But look at the work coming out of many digital agencies. Barring very few ideas, it’s abysmal. Some agencies, along with clients, seem to think that boring carousel posts or elementary motion graphics qualify as digital work. All they manage to do is contribute to global warming by overloading servers. I’m hopeful that I can make a meaningful difference.”
During his tenure, Cog Culture attracted marquee clients including DLF Offices, Devans Modern Breweries, Emaar, Central Park, Trehan Iris, Cashfree, Reach Group, LVR (makers of O’Darling whisky), and the luxury fashion startup Coyu. Today, the agency boasts a team of over 120 professionals spanning multiple disciplines. Before joining Cog Culture, Viral founded Out of the Box and previously led creative departments at Saatchi and Saatchi and Grey Worldwide. A thought leader with over 800 awards—including a Cannes Gold Lion Design and numerous Merits and Print and Design, several One Show Pencils—Viral’s work has been recognised by One Show for ten consecutive years.
He has also served on prestigious juries such as Cannes Lions, One Show Design, Kyoorious Design Yatra, the New York Fest Executive Jury, and as Jury Chair across multiple categories at Goafest Abby. He is notably the only Indian creative to have developed work for Rolex. The brands he has worked for range from global giants to local businesses: Hyundai, Panasonic, Tata Tea, Taj Group of Hotels, Maruti Suzuki, Bridgestone, Pedigree, Samsung Mobile, Samsung Appliances, Haier, Ariel, SOTC, Rolex, Ranbaxy, Veen Waters, Tigre Blanc Vodka, Mother’s Pride Preschools, Presidium Schools, and Haldiram’s.
Brands
Primus Partners appoints Akasa Air co-founder Neelu Khatri as independent director
Veteran aviation and defence professional joins as independent director
NEW DELHI: Primus Partners has appointed Neelu Khatri, a founding member of Akasa Air, as an independent director, strengthening the consulting firm’s board as it prepares for its next phase of growth.
Khatri brings more than three decades of experience across defence, aviation, aerospace technology and consulting. She was part of the core team that helped build Akasa Air from concept to launch, contributing to what has been widely described as one of the fastest airline scale ups in recent aviation history.
At Primus Partners, she will provide strategic guidance on corporate governance and help steer the firm’s long term growth plans. Her experience of building a start up into a full scale organisation is expected to support the consulting firm as it expands its footprint.
Primus Partners co-founder and chairperson Davinder Sandhu, said the appointment brings valuable expertise to the board. “Neelu’s journey across defence, aviation and consulting brings a rare blend of operational insight and strategic thinking. Her experience in rapidly scaling Akasa Air will be invaluable as we continue to grow while maintaining a strong focus on corporate governance,” he said.
Primus Partners, an India headquartered management consulting and solutions firm, has emphasised governance and board oversight since its early days. The company has also taken an unconventional approach by inviting its Gen Z employees to attend board meetings so that younger perspectives can contribute to discussions.
Speaking on her appointment, Khatri said the consulting sector is entering a transformative period shaped by emerging technologies. “The industry is evolving rapidly with the rise of AI. This is an exciting moment for an Indian origin consulting firm like Primus Partners to expand its product offerings and strengthen its presence globally,” she said.
She added that as the firm pursues ambitious expansion plans, her focus will be on ensuring strong governance frameworks and effective risk management as the organisation scales.
