How ‘junkies’ Aalap Desai & Rahul Vengalil are redefining the ad landscape with tgthr

Aalap Desai has always seen himself as a copywriter, deeply rooted in the network. His venture outside this familiar realm into founding tgthr with Rahul Vengalil and their team has been one of the most fulfilling experiences of his career. He likens life outside the network to the Wild West – unpredictable and exhilarating. For the first time, he’s experiencing a mix of anxiety and joy, a blend that’s new, but satisfying. As a co-founder, he embraces this change.

In contrast, Rahul Vengalil’s passion lies in sales. He thrives on the rush of meeting targets and achieving milestones. While Desai navigates through anxiety and joy, Vengalil experiences a sense of purpose and excitement at the start of each month, which gradually shifts into a challenge of balancing finances and company needs. His focus extends beyond sales to media and profit and loss management, where he views the business through the lenses of growth and sustainability.

Together, Aalap Desai, Co-founder and CCO, tgthr, and Rahul Vengalil, Co-Founder and CEO, tgthr, embody the concept of the left brain and right brain in action.

Speaking to Adgully as their agency completes a year in business, Desai admits, “We are, at our core, junkies”. Both founders could have pursued traditional career paths, leading to comfort and stability, but they have chosen a more challenging route. There is a craving for something more, a deeper fulfillment that keeps them engaged. They are happiest when tackling these challenges head-on.

The Inception of tgthr: A New Beginning

Reflecting on tgthr’s origin, Desai recounts the dissatisfaction that spurred its creation. “During our time in the network, we found ourselves distanced from the actual work due to crisis management and other administrative tasks. It left us unfulfilled, as if the end of the tunnel was nowhere in sight.” The constant demands of the network setup, from ego handling to management issues, overshadowed the work they loved. This realisation ignited the concept of tgthr – an independent agency that would allow them to stay closer to the creative process.

Vengalil elaborates on the agency’s approach, “From a business perspective, everything must come together seamlessly. Talent and capability cannot be viewed in isolation. Today’s brands struggle to capture attention and engage consumers. To be effective, solutions must integrate all facets – media, strategy, creative, technology, digital, and social media.” tgthr has assembled a team from diverse backgrounds, ensuring that each campaign benefits from a holistic perspective.

The Integrated Approach: A New Way of Working

Vengalil highlights how this integrated approach has resonated with clients. “We don’t offer just one piece of the puzzle; we provide a complete picture. Clients value that all elements are considered from the outset, creating a smoother process and more cohesive results. This approach strengthens our relationships with clients, as they see us as true partners in their success.”

Desai adds here, “This method is also fulfilling for our team. When everyone is involved from the start, it fosters a sense of ownership and collaboration. We all work towards a common goal, making the environment motivating and engaging. It has helped us attract and retain top talent, as people want to be part of a team where their contributions are valued.”

The Story Behind the Name: ‘tgthr’ without the vowels!

“The name ‘tgthr’ reflects our belief that we’re stronger when we work together,” Desai explains. “It’s not just about us, but about our clients and partners too. We wanted a name that embodied collaboration and unity. Removing the vowels was a creative decision, giving the name a unique look and feel, and signalling our approach to challenge the status quo.”

Looking Ahead: The Future of tgthr

As for the future, Vengalil states, “Our goal is to keep growing and evolving. We want to push the boundaries of what’s possible and find innovative ways to help our clients succeed. We’re looking to expand our team and bring in diverse talent to continue delivering outstanding work.”

Desai shares this excitement, “We’re committed to staying true to our values and doing work that makes a difference. We aim to build a company where people feel supported, inspired, and empowered to do their best work. The future is bright, and we’re eager to explore new opportunities and challenges.”

With their innovative approach and commitment to collaboration, tgthr is not just an agency – it’s a movement redefining the landscape of advertising. Their journey, marked by courage and creativity, sets a new standard for what it means to work tgthr.

Watch the interesting story of tgthr and its dynamic co-founders in conversation with Adgully’s Editor, Shanta Saikia, in the complete interview below:

https://www.youtube.com/watch?v=fFa49Ax-q2Q

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