Ad agencies
Salt just got tastier as Sudeep Puthyathaya steps in as executive creative director
MUMBAI: Just when you thought salt was merely seasoning your fries, along comes Salt Brand Solutions, sprinkling some creative magic into its leadership pot. Picture this: seasoned storyteller Sudeep Puthyathaya struts into Salt’s Mumbai office, bringing with him over 23 years of crafting iconic brand stories and enough creative spice to make even a bland briefing taste delicious. Could this be the recipe for ‘Salt 2.0’ we’ve all been waiting for?
On 11 March 2025, Salt Brand Solutions announced the hiring of Puthyathaya as its new executive creative director, joining the existing duo—executive director Sagar Mahabaleshwarkar and director Mahesh Chauhan (Mash)—who’ve been shaking things up for quite some time.
Welcoming the newest spice in Salt’s creative curry, Mash said, “This is a significant step towards further strengthening Salt’s creative leadership.” He further added, “with Sagar, Sudeep, and me coming together, it definitely will add great value to our clients, and this makes me truly excited for Salt 2.0.” Indeed, what good is curry without the right spices?
Echoing his sentiments, Mahabaleshwarkar remarked, “Sudeep brings a deep understanding of storytelling that connects with real people. His craft in creating human insight-led narratives perfectly complements the creative force we are building at Salt.” Translation? Expect ads that tug at your heartstrings—or at least your purse strings.
Puthyathaya isn’t exactly new to the storytelling circus. Having juggled creative campaigns for bigwigs like Mercedes-Benz India, Taj Hotels, Royal Enfield, J&J, and Citibank, he’s now ready to spice things up at Salt. With a passion for ‘human-centred narratives’, his style is less boardroom monotony and more Netflix binge-worthy storytelling.
“I’ve always believed that the most powerful brands are built on stories that resonate at a human level,” Puthyathaya said. “Salt’s culture of bold, insight-driven thinking is a perfect fit for the kind of work I want to create. I’m excited to collaborate with Mash and Sagar to craft narratives that strengthens brand narratives and leave a lasting impact.” Forget salt bae; it’s story bae season now.
Adding credibility to his creative cooking skills, Puthyathaya has judged the prestigious New York Festivals and Abby’s, proving he’s not just here to cook up stories—he knows how to taste-test them too.
Founded in 2011 by Mash, Salt Brand Solutions prides itself on being the invisible yet indispensable seasoning of the branding world. With Sudeep now joining Mash and Sagar, expect the creativity (and the seasoning) to be dialled up to eleven, turning more heads, breaking more norms, and making brand storytelling anything but bland.
MUMBAI: When your cakes are iconic, your rusks have cult status, and your croissants are quietly doing their flaky thing across Indian breakfast tables, you don’t just hire any agency. You bring in the big knives. Britannia Industries has just appointed Tilt Brand Solutions as its agency on record for its baked goodies – we’re talking Cakes, Rusk, Bread, and Croissant. And no, it’s not half-baked.
The Mumbai-based creative hotshop will now whip up the brand and communication strategy for Britannia’s adjacency portfolio. That means not just making ads, but kneading brand love into every bite. The agency has been handed the apron to serve up memorable campaigns, engaging content, and maybe a few eyebrow-raising moments on your feed.
“For Britannia’s adjacency portfolio, it was imperative that we got on board a partner who would be able to bring a perfect amalgamation of creative strength and business acumen to the table. The balanced approach of Tilt Brand Solutions and their category & consumer understanding delivered on the brief. We look forward to this partnership to create a significant impact for these businesses,” said Britannia marketing – general manager Shekhar Agarwal.
Tilt Brand Solutions, which has been flexing its creative muscles in the Indian adland, now gets to work its dough across formats, platforms and consumer cohorts. Expect punchy campaigns that turn bakery basics into branding blockbusters.
“We are thrilled to partner with Britannia on this exciting journey. With our shared commitment to innovation and creativity, we are confident of creating impactful and memorable work that resonates with audiences, while also driving growth and leadership in the category,” said Tilt Brand Solutions CBO Hari Krishnan.
