Ishan Agarwal: Caffeine, curiosity, and a borderline obsession with great branding

Adgully’s special feature section – ‘Offbeat’ – seeks to give a peek into the lesser known facets of our very well-known industry leaders. We present video interactions with the prominent industry leaders’ on areas that are not usually highlighted in regular media coverage – be it about their childhood days, secret skills that they possess, how they unwind from their hectic schedules, and much more…

In this offbeat conversation, Adgully explores the lighter, lesser-known side of Ishan Agarwal, Director – Brand & Creative, CashKaro.com. He reveals what makes him, him; his go-to mantra for de-stressing; his philosophy on work-life balance; the superpower he would most want and why; his most unusual talent or skill; advice to his 15-year-old self, and much more...

What makes you, YOU?

What makes me, me? Well, it’s a mix of caffeine, curiosity, and a borderline obsession with great branding. I thrive on turning ideas into identities—making brands not just seen but felt. I’m the kind of guy who can spot a design inconsistency from a mile away and won’t rest until every pixel and perception aligns. I can call it a creative OCD. Outside of work, I’m a passionate musician, traveller, and a firm believer that life’s too short for boring things—or boring coffee. It’s all about the perfect blend, whether it’s a brand marketing strategy or my morning brew!

What’s the best piece of advice you’ve ever been given?

The best advice I’ve ever gotten? “Market like you’re dating, not selling.” Think about it—you don’t propose on the first date (unless you’re starring in a reality show). You charm, listen, and build a connection. The same goes for brands. You can’t shove your product down someone’s throat and expect loyalty. It’s about intrigue, consistency, and a little bit of mystery. After all, nobody falls in love with a pushy salesperson—but everyone remembers the one who made them feel seen.

What is your go-to mantra to de-stress?

“If it’s not life or death, it can wait.” Sounds dramatic, but it works! It’s easy to get caught up thinking every email is a ticking time bomb. So, I step back, breathe, and remind myself—no one’s launching nukes over a missed deadline. A strong cup of coffee, a good playlist, and some perspective can fix just about anything. And if all else fails, there’s always a great platter of Arabic kebabs & hummus!

How has a setback shaped your growth?

It has to be the time I was jobless, broke, and staring uncertainty square in the face. Rock bottom isn’t exactly glamorous, but it’s got a way of revealing what you’re made of. That’s when Bandstand BBQ was born—a barbecue kebab joint on a motorcycle in Dehradun. It sounds quirky now, but back then, it was survival grilled to perfection.

Picture this: an old Royal Enfield bike loaded with a makeshift grill and me hustling hard—rain or shine, hope or doubt. It wasn’t just about making ends meet; it was about turning desperation into determination, one kebab at a time. Patience became my secret ingredient, and every sale felt like a tiny victory. I was down, but my dreams were still bright.

Looking back, I realize those tough days didn’t just test me—they rebuilt me. My strongest pillar wasn’t luck or resources—it was my ability to keep dreaming, no matter how impossible it seemed. That’s the kind of fire that stays with you.

How are you using AI currently?

AI is like the overachieving intern I never had—minus the coffee addiction! We’re using it to decode customer behaviour, personalize campaigns at scale, and automate the boring stuff so the team can focus on the big, creative ideas. It’s basically the multitasking genius who makes me look good. Sure, it occasionally suggests ideas that sound like a robot trying too hard to fit in, but hey, even AI has its awkward phases!

What is your philosophy on work-life balance?

I like to think of it as work-life blending—because let’s be real, true balance is as mythical as a stress-free Monday. Some days, I’m all about the grind; other days, I’m a serial chiller. The key is knowing when to hit the gas and when to pump the brakes. I make it a point to prioritize what matters, whether it’s a big campaign or binge-watching a show guilt-free. And honestly, a good playlist, a beautiful cafe and a strong cup of coffee can solve almost anything for me!

What is the most unusual talent or skill that you have?

I can turn even the most forgettable product into a disruptive campaign—give me something as bland as a brick, and I’ll sell it like it’s a must-have gadget. My mind works like a spotlight, zeroing in on that unexpected angle—the kind that makes people stop, think, and share. Give me something as basic as a steel tiffin box, and I’ll turn it into a campaign about love, nostalgia, and home-cooked goodness. It’s all about finding the magic in the mundane and making it unforgettable.

What would one find on your playlist?

A little bit of everything—my own music under the artist name Mathapachchi (self-promotion is key!), some Elvis and classic rock ‘n’ roll for the groove, Kishore Kumar and RD Burman for those timeless retro vibes, and a touch of Prateek Kuhad when I’m feeling all introspective and poetic. It’s a mix of nostalgia, energy, and heart—perfect for every mood and moment!

What is the most weird food that you have tried?

The most unusual food I’ve tried has to be horse meat in Almaty. I wasn’t sure what to expect—maybe something tough or overly strong—but it was actually tender, flavorful, and had a unique taste somewhere between beef and lamb. It’s one of those dishes that sounds intimidating but wins you over in a single bite. Definitely a story worth telling! I’d try it again. Sometimes the weirdest bites make the best stories!

What superpower would you most want and why?

If I could have any superpower, I’d hands down pick teleportation. Just picture it—waking up five minutes before a meeting and still showing up on time (maybe even with a Prashant (Croissant) from Paris for breakfast, lunch in Tokyo, and home-cooked dinner back at home—all in a day, no jet lag included. Forget traffic jams, flight delays, and the middle seat on airplanes. Plus, spontaneous trips, mountain escapes. Honestly, I’d probably abuse it way too much—imagine never needing to pack a suitcase—just a whole new level of laziness unlocked!

What would be your most profound advice to a 15-year old you?

If I could give my 15-year-old self one piece of profound advice, it’d be this: “Trust your gut—what you’re about to choose is the right thing!” It’s easy to get caught up in doubts and second-guessing, but the path you’re on will shape who you become in ways you can’t imagine yet. So take that leap, make those bold choices, and don’t stress too much about figuring it all out. Spoiler: it all works out better than you think!

What is the pep-talk you give yourself before an important meeting or presentation?

Before an important meeting or presentation, I don’t give myself a pep talk—it’s the people in the meeting who need a pep talk to keep up with me! I walk in knowing I’m bringing the energy, the ideas, and maybe a curveball or two. The goal isn’t just to impress but to make them rethink what’s possible. Confidence isn’t about talking yourself up—it’s about knowing you’ve already set the bar high, and everyone else is just trying to catch up!