Wit And Chai, a Pune-based creative advertising agency, has carved a niche in the industry by merging storytelling with strategy to craft memorable campaigns. Co-founded by Mohit Ghate, the agency says that it thrives on delivering advertising solutions that are equal parts witty and impactful—true to its name.
Their approach combines cultural insights with creative ingenuity, making them a go-to partner for brands such as Microsoft, Bajaj, and Tata Motors.
At its core, Wit And Chai focusses on redefining how brands connect with their audiences by focusing on authenticity and relevance in a rapidly evolving market. With a knack for blending innovation with relatability, the agency specialises in creating campaigns that not only capture attention but also inspire action. Their work spans diverse industries, offering tailor-made solutions across digital, print, and experiential platforms.
The agency’s USP lies in its ability to navigate complex branding challenges with a fresh perspective—leveraging local insights, data-driven strategies, and a commitment to storytelling excellence. In an industry often dominated by generic templates, Wit And Chai says that it champions the idea that every brand has a unique story, waiting to be told in the most compelling way.
Medianews4u.com caught up with Mohit Ghate, Co-Founder Wit And Chai
Q. What have been the focus areas of Wit And Chai to grow the business?
Wit And Chai, over the better part of the last decade, has been growing organically but exponentially. The reason we’ve been able to achieve this is our unwavering focus on two simple things, having brilliant people and ensuring they solve core business problems creatively. Our clients don’t just come to us when they have something to say, they come to us to figure out what to say.
This approach stems from the three founders not being from the advertising world, which allows us to focus solely on the clients’ problems. Operationally, this year has been about expanding our footprint. Geographically, we expanded to Mumbai and then to London.
We also added Pratisaad Communications to the Wit And Chai group, expanding our offering to clients. The team has grown to over a hundred incredible individuals, and we are soon adding a few senior people who match our vibe.
Q. Could you talk about how the approach that combines cultural insights with creative ingenuity gives the agency a leg up over competition?
It’s simple really. When we, the three founders, looked at what truly drives a person to spend money, we realized that it’s an ever-changing equation of culture, creativity, and need. Need is something that can’t be solved for, as it is highly volatile in nature.
However, culture and creativity are within a brand’s control. Whether it gives us an advantage over other agencies is immaterial, as long as it benefits the brands we are working with.
Q. One new trend last year was Meme advertising and meme marketing. Viral reels was another trend. Are these just fads or are they here to stay?
They might stay a bit longer than we would like to accept, but that’s less because they work and more because boardrooms enjoy them. The utility of deep-fried content, like “Ganji chudail,” in getting consumer attention needs to be deeply and scientifically studied.
While I do think these trends are helpful to some brands that are built solely on being a part of the conversation, brands with a personality other than that of a jester need to re-evaluate how much they want to give in to their marketing team’s needs of feeling appreciated by the management or peers on LinkedIn.
Q. How did the agency use data-driven strategies to enhance storytelling in 2024?
We follow a slightly different process when it comes to data. We tend to find insights based on empirical data available with the 100+ employees at Wit And Chai as the starting point, and then utilise tools like GWI to confirm if those are outliers or the norm. This has resulted in campaigns that feel closer to the heart.
Q. What was some of the work done this year that stands out ?
At Wit And Chai, every campaign is a labour of love, but some truly capture the essence of creativity, cultural relevance, and impactful storytelling. A few highlights from this year include:
For Ganesh Chaturthi, we launched the Navneet – Gyan ke Ganesha campaign, blending sustainability with tradition. The initiative encouraged students to donate old books, which were later transformed into eco-friendly Ganesha idols by artisans. The project celebrated Lord Ganesha as the god of wisdom, reinforcing Navneet’s commitment to environmental consciousness. It was a perfect synergy of education, eco-awareness, and cultural celebration.
In collaboration with Sakal and Pune Traffic Police, we created the Kone Ha Maath campaign to drive awareness about traffic discipline. Using colloquial Marathi humour, the campaign called out rule-breakers while urging Punekars to follow traffic norms. Spanning multiple media platforms, the campaign’s witty tone and localised messaging generated significant buzz, proving the power of relatable communication.
For Caprese, we brought the Emily in Paris handbag collection to life through a vibrant digital campaign. From stylish reels to captivating posts, we celebrated the bags as chic statement pieces. This playful yet elegant campaign resonated with audiences, aligning the collection with Parisian charm and positioning it as a must-have for fashion enthusiasts.
We also helped Amul make its mark in Maharashtra with its Marathi Campaign, ‘Pranaam Ghyava Majha Ha, Shree Maharashtra Desha’. By leveraging local culture, iconic personalities, and a Pu La Deshpande-inspired font, the campaign created a strong regional connection. A Valentine’s Day initiative featuring witty product-integrated pick-up lines sparked massive engagement, showcasing Amul’s talent for blending humor and heart.
Each of these campaigns stood out for their innovation, cultural resonance, and ability to spark meaningful conversations.
Q. In a cluttered ad environment where consumers are bombarded, how important has it become to blend innovation with relatability so that the marketing message lands?
The ad environment is cluttered because brands don’t utilise the resources provided by platforms like Meta, Google and GWI to name a few. In a world where you can target 22-28 year old Arsenal fans on a Friday, brands are happy creating content that is vanilla and tries to appeal to everyone.
At Wit And Chai, we’ve focussed on creating content that works only for some people. This reduces reach, but significantly improves the impact.
Q. In terms of offering Integrated Marketing Solutions what tactics did the agency employ to ensure that the message stayed consistent regardless of the platform in 2024? Was that a challenge?
It wasn’t challenging at all. Wit And Chai began with zero understanding of the platform game of commissions and hence always focussed on what to say, to later figure out where to say it. This meant the consistency is baked into the creative process, making it easy to deliver thoughtful messaging regardless of the platform.
Q. Could you talk about advances of AR and VR that took place in 2024 that allowed the agency to deliver immersive experiences for clients?
Being one of the first few agencies in the country to utilise AR for brands, we have been at the forefront of how the tech has been developing. It had a huge upstart when platforms like Instagram and Snapchat began their AR programmes, however with Instagram stopping their support for AR effects, the whole AR/VR world is waiting for mass adoption again to become a viable means to spend advertising budgets.
Q. How has the agency integrated AI into its operations?
Wit And Chai has been experimental yet mindful in its use of AI since the launch of GPT-1. Our copywriters, designers, and brand strategists utilise AI while adding a layer of human sensibility. AI is an excellent tool for preliminary research, but it hasn’t yet reached a stage where it can be used without human supervision.
However, it is becoming increasingly effective with clerical tasks like generating quantitative reports and scheduling analysis, among other things.
Q. Was clients budgets and creative agencies margins being squeezed a big challenge in 2024? Some categories like auto, FMCG came under stress.
Budgets ebb and flow based on market conditions, and the creative world isn’t immune to that. However, a key factor in running a successful creative agency is focussing on business solutions. This approach positions the agency as an investment rather than a cost, creating a small but strong buffer. We’ve also secured our margins by being frugal and spending only on what truly matters. There are no business class flights, foosball tables, or parties.
Instead, we invest in employee development programmes, client education, and hiring top talent, creating a net positive. Lastly, as described by Young & Rubicam (Y&R), we value our creativity and its utility for our clients, so we rarely accept cost cuts from brands unless there’s a logical reason for it.
Q. In the packaging arena how important is it for the agency to understand what a client’s personality stands for before taking on a project?
For established brands, it is crucial to maintain a consistent brand persona, while new brands have more flexibility to experiment. Equally important is ensuring that the agency’s vibe aligns with the kind of solutions the client is seeking.
To ensure this, we conduct a mandatory discovery call with potential clients that is both thorough and honest. We’ve found that these initial conversations create significant seamlessness throughout the entire design process.
Q. Was paid advertising in 2024 a necessity for brands during the festive season?
Paid advertising is unavoidable. Meta, Google, or any publisher will make it difficult for any brand to reach their audience for free. They have created near-poetic platforms to study and target audiences.
At the same time, if brands invest time and effort in building deeply connected communities, they can reduce their spend on paid advertising.
Brands need to honestly assess their community to determine if it will support them fully, and if the answer is yes, they may be able to avoid paid media altogether while still achieving their goals during festive seasons.
Q. What are the agency’s goals for 2025 and the gameplan to get there?
2025 promises to be a remarkable year for the Wit and Chai Group. We aim to expand our service offerings further with a few more acquisitions while maintaining the same level of client focus and creativity at the center. The addition of experienced personnel from both brand and agency sides to Wit And Chai is expected to result in a more seamless experience for our clients.
We also plan to intensify our operations in the UK through our office in London, creating not only brilliant advertising for English brands but also helping Indian brands expand their presence across Europe.
The game plan is simple. Enable brilliant people to creatively solve clients’ business problems and let everything else fall into place.
