Tgthr Takes Cannes by Storm, Celebrates with a Creative Tattoo

After 11-month-old independent agency tgthr earned a shortlist in the Cannes Lions Glass for Change category, Chief Creative Officer and co-founder Aalap Desai commemorated the moment by getting the agency's name tattooed on his arm. "I believe in marking moments; it was the apt time to get the tattoo," Desai remarked.

The agency spent nine months developing Harpic’s Loocator app, which allows users to upload, rate, and describe public toilets. This initiative, primarily targeted at women, addresses the scarcity of clean public restrooms for women in India. Shortly after the shortlist announcement, tgthr was awarded a Silver Glass Lion, underscoring the significance of their work.

The ‘Glass: The Lion For Change’ award recognizes advertising that tackles gender inequality or prejudice through conscious gender representation, according to the Cannes Lions website.

CEO and co-founder Rahul Vengalil noted that the win has elevated the agency's profile, making initial client meetings easier. "Before Cannes Lions, I was making a lot of cold calls. Even now, I still do, but it's different," he explained.

Desai observed a shift in the industry, where more "brand love" projects—focused on making audiences fall in love with the brand rather than selling products—are being entrusted to independent agencies like tgthr, rather than larger network agencies.

Vengalil and Desai discussed the emphasis on strategic thinking over mere execution and the importance of adequate remuneration for such intellectual efforts.

When asked about their relationship with Reckitt, Vengalil shared that tgthr's long-standing partnership with the company dates back five to ten years. Many clients, including Reckitt, returned to tgthr due to the personalized attention they receive, which is often lacking from larger network agencies.

Desai added that the heavy workload and understaffing issues at network agencies often prevent senior leadership from dedicating sufficient time to clients, leading many brands to seek out independent agencies for more focused and thoughtful work.

TGTHR's preference for project-based work allows for greater creative freedom, though they also acknowledge the benefits of retainer arrangements for more consistent planning. They strive to incorporate a structure that values creative thinking within retainers, ensuring that innovative ideas receive the attention they deserve.

Reflecting on the changing nature of advertising, Desai noted that while tactical campaigns aimed at immediate sales surged during the COVID-19 pandemic, there has been a renewed interest in "brand love" and top-funnel campaigns. These campaigns, which aim to build long-term brand affinity, are often more enjoyable and creatively fulfilling.

The Loocator app, a Harpic initiative born from insights about the lack of hygienic public restrooms for women, represents tgthr’s commitment to addressing real-world issues through their work. Desai emphasized the importance of user-generated data in the app, allowing women to rate restrooms and help others find clean facilities.

Effectiveness is measured through app usage, downloads, and user ratings. Vengalil acknowledged that changing behavior takes time, likening it to the early years of e-commerce and ride-sharing services in India, which required persistent efforts to gain user adoption. Reckitt's long-term commitment to Loocator aims to establish Harpic as synonymous with clean public restrooms.

Since winning the Silver Glass Lion, tgthr has maintained its rigorous approach to all projects, regardless of their potential for awards. Desai highlighted the easier task of convincing clients to embrace bold ideas now that the agency has proven its capability. Additionally, the award has attracted new talent to tgthr, transforming it from a desirable place to work because of its people to a sought-after agency due to its reputation.

tgthr's Cannes Lions recognition has not only affirmed the agency's impact but also paved the way for future opportunities and growth, solidifying its position in the advertising industry.