At Moonshot, the ambition goes beyond creating successful campaigns. The independent creative agency is focused on building enduring brands through consistent, impactful work and long-term partnerships. Driven by a thought that creativity should be rewarding, relevant, and enjoyable, Moonshot has positioned itself as an agency that values relationships as much as results.
For co-founder Devaiah Bopanna, the purpose of Moonshot has remained clear from the beginning: create epic work and do it consistently. The goal is not simply to produce campaigns that drive business outcomes, but to create work that helps build iconic brands while fostering long-lasting client relationships.

That philosophy is reflected in the agency’s partnerships. Moonshot has worked with CRED for nearly six years, creating close to 32 films for the brand. Similar long-term relationships exist with brands such as Lenskart and MakeMyTrip, where the agency has played an ongoing role in shaping brand narratives and supporting long-term growth. With newer brands such as Bold Care, Moonshot has helped establish the tone, voice, and personality of the brand from the outset.

For Bopanna, those relationships represent the most rewarding aspect of the business. The opportunity to continuously build, evolve, and strengthen brands provides the motivation to keep pushing creative boundaries.

At the same time, Moonshot believes that great work should never come at the cost of enjoyment. The agency actively seeks ways to maintain a sense of fun and curiosity within the creative process.

“We always want to have fun because it mirrors our work,” expressed Bopanna. “We don’t want to be in a spot where work shows up as dull and dry.”

That outlook shapes the agency’s culture, encouraging teams to continually rediscover joy in the process while finding fresh ways to approach familiar challenges. The belief is that the energy invested behind the scenes ultimately reflects in the final output.

This same mindset influences Moonshot’s perspective on pitches, an area where Bopanna sees significant value. Rather than viewing pitches as a burden, he sees them as an essential mechanism for keeping agencies sharp and ensuring brands are exposed to new thinking.

“I’m all for it,” he added. “Every time one pitches, they are competing with a new voice or a team to gauge if one still has it in them. This truly helps elevate your and your agency’s A-game.”

According to Bopanna, pitches create opportunities for new voices to compete with established players, preventing the industry from becoming dependent solely on legacy relationships. Every pitch presents an opportunity to test creative instincts, refine thinking, and elevate the agency’s standards.

For Moonshot, which operates largely on a project basis, pitches demand intense commitment and effort on every brief. More importantly, they often serve as the starting point for deeper brand partnerships.

Bopanna is also supportive of paid pitches, viewing them as a valuable incentive that encourages agencies to produce their strongest possible thinking for clients.

Over the years, Moonshot has earned a reputation for humour-led advertising, a perception Bopanna views with perspective rather than concern.

“This is a label others would stamp on you,” he shared.

From the agency’s point of view, the objective has never been to specialise in a particular genre. Instead, the focus remains on capturing attention and creating content that audiences genuinely want to engage with.

Humour has often been an effective route to achieving that goal, particularly in an era dominated by short-form content and shrinking attention spans. But Bopanna is clear that humour is a tool, not a limitation.

“As long as we are grabbing the audience’s attention and helping both the audience and the brand through content consumption, that’s what matters,” he explained.

Should the narrative require a different emotional approach, Moonshot sees no reason not to embrace it. The agency believes the principles that drive effective communication remain consistent, regardless of whether the execution is humorous, emotional, dramatic, or thought-provoking.

As brands continue to navigate an increasingly fragmented media landscape, Moonshot remains committed to its founding philosophy: create memorable work, nurture enduring relationships, and keep finding joy in the process. For the agency, relevance comes not from being defined by a single style or category, but from consistently evolving while remaining focused on what matters most, building epic brands.

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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