Manja has built an independent agency culture rooted in curiosity, mischief, and an unwavering focus on ideas. Small in size but sharp in intent, the agency is carving out a distinct identity by putting the work above everything else. The agency’s belief is that great creative work should be free from unnecessary constraints.

Launched in 2022, Manja was founded with a straightforward philosophy: focus on the work and let everything else follow. Today, the agency is a 16-member team that operates with the agility and independence that only a young creative company can offer.

For Co-Founder and Chief Executive Officer Arvind Krishnan, one of the defining characteristics of Manja is a sense of mischief that runs through everything the agency does.

“Mischief. We love it,” he expressed. “You will see it in the funny work. You will see it in the serious work. You will see it in the office. It’s not a tone. It’s a way of looking at the world.”

That perspective influences not just the agency’s culture but also the way it approaches problem-solving and storytelling. Whether tackling humour-driven campaigns or more serious narratives, Manja looks for unexpected angles that make people pause, think, and engage.

The agency’s identity is also deeply rooted in its name. For Krishnan, there could be no better reflection of its Indian origins.

Manja refers to the abrasive kite string coated with powdered glass and coloured glue, used to fly kites and cut opponents’ strings. It is a word loaded with cultural familiarity and symbolism.
“That’s as Indian as it gets,” said Krishnan. “Colourful. Competitive. Dangerous. And made to fly.”

That spirit also captures the agency’s view of independence. Operating outside a network structure gives Manja the freedom to prioritise ideas over processes, and creative ambition over institutional expectations.

“Independence gives you the freedom to choose the work over everything else,” Krishnan explained. “There is no network agenda, no global template, no distant room to impress. Just the client, the problem, the idea and the people making it.”

The agency’s creative model is built around a simple belief: take care of the work and the work will take care of everything else.

That clarity of purpose has helped shape a body of work that blends popular culture, humour, honesty, and storytelling. For The Whole Truth Foods, Manja turned the iconic Bollywood song Choli Ke Peeche Kya Hai into a brutally honest interrogation of what actually goes into protein powders. For Urban Company’s Native RO, the agency transformed water purifier maintenance into stories of romance, separation, and everyday consumer frustrations through campaigns such as Filter Toh Pagal Hai and Lambi Judaai.

The agency has also demonstrated its ability to tell deeper, more purpose-led stories. 

Mahindra’s ‘For Planet – Zaheerabad’ explored the unexpected connection between an automobile factory and the social fabric of a small town, while Amazon Prime Video’s ‘Sabki Zubaan Par’ captured the cultural buzz around streaming entertainment with a touch of humour featuring Manoj Bajpayee.

Interestingly, when asked what he would change about clients, Krishnan has a remarkably simple answer.

“Nothing,” he shared.  “Just keep them coming back for more. And more. And more.”

As Manja continues to grow, it remains committed to the principles that shaped it from the start: independence, creative freedom, and a healthy dose of mischief. In an industry often crowded with frameworks, templates, and processes, the agency is betting on something much simpler: great ideas, made by people who genuinely enjoy making them.

This article was part of a special focus on Indian independent creative companies circulated alongside Manifest's June issue, which can be bought here.

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