We wanted to build something of our own: Naresh Gupta on BITM’s 12-year journey

In an exclusive interview with Adgully, Naresh Gupta, Founder & Managing Partner of Bang In The Middle, reflects on the 12-year journey of the independent advertising agency. Gupta shares the inspiration behind starting the agency, the lessons learned, and the distinct culture that sets them apart.

The Genesis of BangInTheMiddle

Reflecting on the inception of BangInTheMiddle, Gupta recalls the mix of madness and determination that fueled their decision. After years of contemplating, he and his co-founders took the leap to create something uniquely their own. “We wanted to build something of our own, and fortunately, we survived and thrived,” Gupta remarks.

Lessons from the Journey

Over the past decade, Gupta emphasizes the importance of financial discipline and understanding the numbers when running a business. He notes that building something unique is not enough; ensuring it benefits clients and employees is crucial. Gupta also underscores the competitive nature of the industry, where consistent high-quality work is essential for survival.

Impact on the Advertising Landscape

While Gupta humbly downplays their influence on the broader advertising industry, he highlights their commitment to delivering exceptional solutions for clients. Long-term client relationships, some spanning five to six years, reflect the agency’s dedication and integrity in their work.

Fostering Innovation and Creativity

BangInTheMiddle thrives on a culture of freedom and trust. Gupta believes in empowering his team, allowing them to make mistakes and learn from them. “Mistakes are allowed and even encouraged as part of the learning process,” he says, emphasizing the importance of treating projects as personal ventures.

Memorable Campaigns

Two standout campaigns illustrate the agency’s innovative spirit. The “Be You” campaign for Jabong and a dynamic campaign for IndiaMART, both demonstrate the agency’s ability to pivot and adapt creatively, gaining client trust and achieving remarkable outcomes.

Distinguishing Factors

Gupta attributes much of BangInTheMiddle’s success to the founders’ hands-on involvement. He and his partner Pat bring years of industry experience to the table, guiding their team through brainstorming sessions and client meetings.

Adapting to Industry Changes

Adaptability has been key for BangInTheMiddle. Despite not being a digital agency, they handle a significant amount of digital work, including building chatbots and automating call centers. This flexibility ensures they stay relevant and meet evolving client needs.

Future Plans

Looking ahead, Gupta acknowledges the current industry’s transactional focus, but remains optimistic. “We’ll follow where the market leads,” he says, confident in their ability to adapt to future changes.

A Message to Supporters

Gupta concludes with a message of gratitude, celebrating the independence and fulfillment that come with running an Indian-owned company. “Thank you to everyone who has been part of our journey,” he says, marking 12 successful years of BangInTheMiddle.