Viral Pandya steps down from Cog Culture to explore ventures beyond advertising

Viral Pandya, a renowned creative leader in the advertising industry, is stepping down from his position at Cog Culture to "pursue opportunities beyond the advertising industry," according to industry insiders. Under Viral's visionary guidance, Cog Culture rapidly grew into a creative powerhouse, earning a prominent place on the advertising landscape. The agency garnered several prestigious accolades, including being named the No. 1 Independent Integrated Agency at the Goafest Creative Abby Awards. Cog Culture also earned the title of Design Agency of the Year in both 2019 and 2023 and was recognized as Still Craft Agency of the Year in 2019. Viral’s creative genius has been instrumental in driving the agency’s remarkable growth over the last five and a half years.

Explaining his decision to move on, Viral remarked, “India is at an exciting juncture, and with AI rapidly advancing, the possibilities are endless. However, the current state of creativity is disappointing. Ideas, skill, and craftsmanship seem to have taken a backseat. My forte is sound strategy weaved by great design thinking, and the digital realm lacks these. Rather than lament this, I want to take action—apply my experience directly with clients, embracing technology and innovation. It’s also a perfect moment for me to take it slow and reflect.”

Viral did not shy away from critiquing the current state of the advertising industry, particularly in the digital space. He added, “Today, more than ever, you need to earn attention, not buy it—thanks to the digital explosion. But look at the work coming out of many digital agencies. Barring very few ideas, it’s abysmal. Some agencies, along with clients, seem to think that boring carousel posts or elementary motion graphics qualify as digital work. All they manage to do is contribute to global warming by overloading servers. I’m hopeful that I can make a meaningful difference.”

During Viral’s leadership, Cog Culture attracted an impressive portfolio of clients, including DLF Offices, Devans Modern Breweries, Emaar, Central Park, Trehan Iris, Cashfree, Reach Group, LVR (makers of O’Darling whisky), and the luxury fashion startup Coyu. The agency, which now boasts a team of over 120 professionals across various disciplines, experienced unprecedented success under his watch. Before joining Cog Culture, Viral founded Out of the Box and held senior creative roles at agencies such as Saatchi & Saatchi and Grey Worldwide.

Viral's expertise has been recognized through an impressive array of over 800 awards, including a Cannes Gold Lion in Design, numerous Merits in Print and Design, and several One Show Pencils. His work has been acknowledged by One Show for ten consecutive years. He has also served on juries for major industry events like Cannes Lions, One Show Design, Kyoorious Design Yatra, the New York Fest Executive Jury, and as Jury Chair for multiple categories at Goafest Abby. Notably, he is the only Indian creative to have developed work for the luxury watch brand Rolex.

Throughout his career, Viral has contributed to the growth of major global brands such as Hyundai, Panasonic, Tata Tea, Taj Group of Hotels, Maruti Suzuki, Bridgestone, Pedigree, Samsung Mobile, Samsung Appliances, Haier, Ariel, SOTC, Ranbaxy, Veen Waters, Tigre Blanc Vodka, and many more. His diverse portfolio also includes local brands like Mother’s Pride Preschools, Presidium Schools, and Haldiram's.

As Viral Pandya steps away from advertising, the industry is eagerly watching to see what new avenues he will explore next. His influence on the creative landscape has been profound, and his future endeavors are expected to be equally impactful.

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