SPECIAL FEATURE

You’ve built Famous Innovations into a powerhouse independent agency with over 200 people across five offices. What has been the biggest challenge you’ve faced as you have scaled up? 

Raj Kamble, founder and chief creative officer, Famous Innovations (RK): The biggest challenge in scaling Famous Innovations is preserving our culture and maintaining our core values amid rapid growth. We’ve built a 100-crore+ agency, and our journey has been anything but conventional. Growing to over 200 talented individuals across five offices while staying true to our independent spirit is a tightrope to walk. Because it’s ironic isn’t it - as an independent agency, you promise personal skin in the game? Every client matters, every piece of work matters, every employee matters because you don’t come with a 100-year old legacy brand name, you have to build your own. But how do you scale that? It’s by maintaining the right culture. It’s all in or nothing at Famous, and only the people who live that way have stuck by us for long. 

The results? 100+ crore revenue, consistently maintaining 30%+ profit margins, long relationships with large Indian and global brands, and being one of the most awarded independent agencies in India. All without getting into media buying. I don’t think there’s another agency in India that can claim this. 

Famous Innovations has consistently been at the forefront of awards, bagging more than most other independent agencies. Do you plan for this? Is winning awards a conscious strategic effort?  Or is it just a natural byproduct of your work?

RK: Awards are a tricky and divisive subject lately. Unfortunately many awards are losing their credibility today, and it seems more like a numbers game. If you enter in large numbers, you will win more. And it's usually networks with deep pockets that are able to play that game - in fact even encouraged to do so because of global network tallies at each show. So winning awards is 10x harder for an independent agency than it is for a network. The awards budget of a large network agency would be the same as the annual revenue of a small independent one. 

But, in spite of all my cynicism, I still believe that awards matter. It’s the only way to tell mediocre work apart from good one. It’s your competitors recognising that your work is better. And it’s what makes your agency a lighthouse for good talent. I want people with that hunger in my team because they will always push themselves to do better work. I am proud to say that Famous has always been able to attract the best talent, without being a legacy agency, because we are an award-winning one. I hope that for-profit awards like Cannes Lions and Kyoorius would take a leaf out of non-profit ones like D&AD, The One Show and Goafest Abby’s to create the right culture and benchmarks in the industry. 

Many say that the traditional advertising agency model is becoming obsolete. Do you agree with that and what are you doing to make Famous Innovations a future-proof agency?

RK: At Famous Innovations, we recognize that the traditional advertising agency model is on borrowed time. As an independent agency without the backing of a network, we are actively taking steps to redefine our role in the industry. Our expansion into verticals such as content production, loyalty programs, talent management, and digital marketing is not just about diversification; it’s about creating a robust ecosystem that offers holistic solutions for our clients.
By building our own network of capabilities, we are positioning ourselves to meet the evolving demands of brands in a rapidly changing landscape. This strategic move is about more than survival; it’s about thriving in an era where integrated, innovative approaches are essential. We are committed to creating a new category within the industry—a network of independent agencies that can deliver the agility and creativity that clients need without the constraints of traditional models.
In essence, yes, these expansions are indeed a strategic move to future-proof Famous Innovations, ensuring we remain at the forefront of creativity and relevance. 

Many independent agencies are built around the persona of their founder, often leading to their downfall once the founder steps back. How do you ensure that Famous isn’t just the ‘Raj Kamble show’ and can sustain itself beyond your personal involvement?

RK: Simple—I’ve built Famous to run with or  without me. It’s not about one person, it’s about the team. We have got a 'Share of Success' program where anyone who’s been with us for two years or more owns a piece of the agency. That means they’re not just employees—they’re stakeholders. If Famous wins, they win too. It’s personal for everyone.

We’ve also scrapped titles. No one here cares about who’s higher up the ladder—we care about the work. You won’t find titles on our business cards or emails because it doesn’t matter who you are. What matters is what you bring to the table.
At the end of the day, this isn’t a vanity project. Famous is built to last. The name says it all—everyone here has the chance to make their mark, to be ‘famous’ for their work. That’s how we’ll keep going long after I’m gone. It’s a system, not a personality cult.

Famous Innovations has cultivated a reputation for nurturing both young talent and experienced leaders. How do you blend this diverse expertise to maintain creative excellence?

RK: At Famous Innovations, creativity is a high-stakes game of risk and reward, and we’ve cracked the code by combining the boldness of youth with the wisdom of the  experienced.

Think about it: young talent brings an unfiltered view of the world, unencumbered by the constraints of traditional thinking. They’re wired to disrupt and innovate, asking “why not?” instead of “why?” On the flip side, our seasoned experts have weathered the storms of the industry, bringing invaluable insights from their journeys. This mix creates a kind of creative alchemy—sparks fly when these perspectives collide.   

We’ve created intentional spaces for collaboration—think workshops that pair fresh thinkers with industry veterans to tackle real client challenges. This interaction not only bridges the gap between theory and practice but also nurtures mutual respect and understanding. It’s not just about throwing ideas around; it’s about forging connections that drive innovation.

This isn’t just a nice-to-have; it’s essential for staying ahead in a fast-paced industry. When fresh minds and seasoned experts come together, we create campaigns that resonate deeply.

In a world that often values the individual genius, we’re redefining success by cultivating collective creativity. This isn’t merely about building talent; it’s about creating an environment where everyone is invested in the agency's success, and that’s what sets Famous apart.

You’ve frequently highlighted the importance of storytelling in advertising. In a data-driven world, how do you ensure creativity doesn’t get overshadowed by analytics?

RK: At Famous Innovations, we’re all about the balance between data and creativity. We believe storytelling is the heart of our work, but we also recognise that we live in a data-driven world.

We don’t see data as something that restricts creativity; instead, it’s more like a compass. It points us in the right direction but doesn’t dictate every turn we take. Our job is to connect with people, and to do that, we need to understand them—what they care about, what drives them, and what stories resonate.

We dive into analytics to uncover insights about our audience—what engages them, what challenges they face, and what stories resonate. But it’s crucial to remember that storytelling is about people, not just numbers. When we make our customers the heroes of our narratives, we create emotional connections that transcend mere transactions.

Effective storytelling does more than just draw attention; it builds trust and loyalty. It aligns every touchpoint of the buyer's journey, creating a cohesive experience that resonates deeply. We prioritise empathy and understanding in our creative process, ensuring that our campaigns reflect the genuine experiences and aspirations of our audience.

The real magic occurs when we blend creativity with analytics. By leveraging data to guide our storytelling without letting it dictate the narrative. At Famous Innovations, we’re committed to weaving creativity and insight together—because when we honor both, we don’t just cut through the noise; we foster meaningful connections that drive results. That’s the essence of our approach! 

In your experience, what is the key to building long-term client relationships in an industry where loyalty can sometimes be fleeting?

RK: Building long-term client relationships in an industry where loyalty is often fleeting comes down to something more fundamental than just delivering results—it’s about becoming a partner who is truly invested in their journey. At Famous Innovations, we associate this process to nurturing a garden; it requires patience, dedication, and a tailored approach to each client’s unique needs.

Understanding our clients deeply is fundamental to our strategy. We go beyond superficial engagement by conducting comprehensive workshops and interactive sessions, ensuring we capture their aspirations and challenges.
Equally important is our commitment to strategic planning. Before diving into execution, we invest time in developing thorough, well-thought-out plans. This diligent approach has fostered enduring relationships with numerous clients, reinforcing a collaborative spirit built on mutual trust.

We actively seek feedback, holding regular review meetings to align our goals with clients’ evolving needs. When we encounter challenges, we address them candidly. Acknowledging our mistakes not only fortifies trust but also deepens our partnerships.
In essence, just as a fine wine matures and improves with time, our commitment to nurturing client relationships leads to better results and innovation. I would always choose a solid, lasting partnership over a series of short-lived projects, as this dedication has been pivotal in our journey to becoming the most awarded independent agency in india.

From a creative rebel to a business visionary, what does Raj Kamble’s legacy look like? What do you want to be remembered for in the world of advertising?

I’ve never settled for merely creating advertisements; my passion has always been about challenging the very framework of advertising itself. My journey has revolved around dismantling outdated rules and expanding the horizons of creativity—not just for brands, but for the people they serve.

When I think about my legacy, I want it to be rooted in pushing boundaries. This isn’t just about crafting bold campaigns; it’s about how we tackle challenges, how we weave narratives that resonate, and how we forge genuine connections with our audiences. It’s never been about simply selling products—it’s about igniting movements, transforming culture, and initiating conversations that linger long after the screen goes dark.

Above all, I aspire to empower the next generation of creatives to take ownership of their ideas and lead with confidence. At Famous Innovations, we’ve created something greater than any individual—it’s the collective spirit, the relentless pursuit of innovation, and the audacity to disrupt that define us. If there’s one thing I hope to be remembered for, it’s illustrating that true innovation emerges when you dare to question the norm and uplift others to do the same.