Small Agencies Redefine Creativity: Bare Bones Collective’s Bold Journey

In a dynamic advertising landscape dominated by global giants and emerging competitors, small independent agencies are reshaping the rules of creativity. Among them, Bare Bones Collective—a two-year-old agency co-founded by Anuya Jakatdar and Girish Narayandas—is at the forefront of this movement.

What began as a “pilot project” between former AIB writers and life partners has evolved into a bold creative force. Known for blending virality with meaningful storytelling, Bare Bones challenges industry norms with innovative campaigns like YouTube's 'Ganji Chudail' and Urban Company's 'Sarabhai vs Sarabhai'.

Balancing Virality with Brand Storytelling

Although virality is often celebrated, Bare Bones prioritizes aligning campaigns with brand objectives. “The goal isn’t virality—it’s a happy by-product,” Narayandas emphasizes. Jakatdar echoes this, citing Ganji Chudail as an example of positioning YouTube as a hub for fashion and lifestyle, where humor enhanced the message without overshadowing the brand.

Creativity Beyond Humor

With roots in humor writing, the duo avoids being typecast as a humor-centric agency. “Humor works, but storytelling doesn’t always need to be funny,” explains Jakatdar. The 'Chota Kaam' campaign for Urban Company showcased their ability to deliver insights-driven, impactful storytelling beyond humor.

Innovative Agency Model

To combat burnout, Bare Bones operates with a core team of five supported by an extensive network of freelancers. This flexible model not only ensures fresh perspectives but also fosters long-term relationships with talented collaborators. “It’s a win-win for us and our clients,” says Narayandas.

Thriving as a Small Agency

Navigating the challenges of being a small agency amidst industry giants, Bare Bones has gained recognition for its unique approach. “Every campaign is a battle against self-doubt, but seeing it resonate keeps us motivated,” says Jakatdar. She also credits their success to the freelance writers they partner with, applauding the integrity of small independent agencies in the competitive advertising world.