The advertising and creative industry often feels like a lively carnival—colourful, chaotic, and occasionally bewildering. As brands try to capture the fleeting attention of consumers, stakes are higher than ever. Creativity is no longer just a nice-to-have; it’s the ticket to the big show. With digital platforms booming and consumer preferences evolving at breakneck speed, agencies are racing to stay ahead, often resembling those jugglers who need to keep multiple balls in the air while riding a unicycle.
However, beneath the flashy surface lies a critical challenge: how do brands differentiate themselves in an era where originality is both prized and rare? Many players in the industry find themselves recycling ideas faster than a fast-food chain can flip a burger, relying on tired tropes instead of daring to innovate. Three experienced professionals—Surbhi Allagh, Apoorva Deep, and Naman Agarwal—who have held senior roles in various agencies and worked with major brands, found themselves questioning their paths and the agency model. Noticing the routine in creative agencies, they sought to create change.
Motivated by the desire to innovate, they analysed their experiences and identified gaps in the industry. This reflection led them to establish their own company, itch, aiming to challenge conventional practices and redefine their roles, resulting in a new agency that aligns with their vision. Operating on a bootstrapped model, the company aims to focus on delivering effective work and building profit margins rather than aggressive scaling “We have a niche, and that’s why we’re here. Every piece of content, every idea, and every decision about our culture and the brands we work with is driven by this niche. Our mantra is ‘Do different things or do things differently.’ We challenge ourselves daily, asking, ‘Can we do it differently?’” Agarwal said.
Allagh claims to have over 11 years in digital marketing, during which she has managed large teams and worked with brands like Nykaa and Starbucks. Deep reportedly focuses on consumer insights as an advertising strategist with seven years of experience, collaborating with major brands such as Haier and Myntra. Agarwal states that, with over eight years in the field, he has led pitches for over 80 brands, including P&G and Netflix.
The agency collaborates with various clients across different industries, including a recent project with Anytime Fitness, and emphasises generating creative ideas that do not rely on high budgets.
Currently, the team consists of about 15 members, with plans for selective hiring based on need. The company prioritises maintaining a positive work culture and a strong work-life balance. “It’s not just about talent; it’s about businesses providing real solutions. Stepping back to see larger business needs helped me realise I could do more in aligning innovation with practical solutions,” Deep said.
The launch of itch comes at a time when the advertising industry faces significant competition. Established firms with extensive resources dominate the market, making it difficult for new entrants to gain traction. itch must navigate client expectations and the evolving digital landscape while maintaining its commitment to innovation.
“At the core of everything we do is the goal of delivering great work. We prefer to keep things lean and flexible; we don’t want to be boxed into rigid roles or titles,” Allagh said.
As itch seeks to carve out its niche, the founders recognise the challenges ahead. They understand that to succeed, they must not only deliver standout campaigns but also build lasting relationships with clients, adapting quickly to changing consumer preferences.