Medulla is among the most awarded healthcare specialist advertising agencies across the world; including being the Agency of the Year 2016 at the Cannes Lions Health and being the only agency to be in the top three at Lions Health every year since their inception in 2015. Medulla has also won almost every creative advertising award including the Clio, Global, Spikes, etc. However, equally importantly, we have also been consistently performing at various marketing effectiveness awards—in fact, the Last Words campaign was one of only 15 campaigns (across all industries) across the world in 2016 to win a gold at Lions Health for creativity and a gold at Effies for marketing effectiveness. This demonstrates our philosophy to use creativity to drive marketing effectiveness.
While Medulla is focused on healthcare advertising and communications alone, within this space we provide end-to-end services (including creative, advertising, digital platform development, medical content development and CME certification to name a few) for all stakeholders in the healthcare ecosystem. In fact, we believe in integrating the Planning, Creative and Medical Communication requirements—this allows us to start with the marketing problems that the brand is facing (or the problems faced by the brand’s customer/consumer) and then devise the best possible solution for the same.
Founder & Managing Director
Currently one of the most awarded healthcare advertising professionals globally, Praful has worked in companies like Pfizer, Boots Healthcare International and several others before crossing over from the client to the agency side. Educationally, Praful brings in a good blend of strategy and marketing understanding based on his management degree from the Indian Institute of Management balanced with a sound knowledge of science based on a degree in Pharmaceutical Sciences.
With 7 years of experience on the client side, 10 years of experience on the agency side, and 2 years of experience in journalism, Praful often serves as the link in projects that require the science, the creatives, and the marketing strategy to be strongly integrated.
Praful is constantly expanding his creative horizons and also encouraging his team to come up with communication for new technological platforms. As a jury member for leading healthcare advertising awards, Praful has developed an eye for getting to the heart of the insight and the creative idea.
Currently, when Praful is not officially working, he is reliving his journalism days by putting pen to paper and writing on every topic under the sun, including stories for his 2-year-old daughter. You may also catch him reading or travelling. He’s a wildlife enthusiast and he’s seen the big three cats in the jungle and several more in the corporate jungle as well.
Chief Creative Officer
Amit has over 20 years of experience in Advertising, his last responsibility being National Creative Head of Grey Worldwide, India, where he led a team of 75 creative people, handling 70 brands over 5 offices.
Other than that he’s worked in various agencies: Saatchi & Saatchi, Enterprise Nexus and O&M, including 4 years as Creative Head, Ogilvy Bangalore. In the process, he’s built various brands: Britannia, Reliance Mobiles, GSK, Honda, Killer Jeans, P&G, The Times of India, Cadbury, Bingo!, Titan, Yippie Noodles, Fortune Cooking Oil, Parle, Lenovo, IBM, SAB Miller, State Bank of India, and Hutch.
The highlight of his career has been 3 Grand Prix ‘Campaign of the Year’ awards (perhaps a record for any Indian Creative) at the Indian ABBY creative awards for: ‘Surprisingly SBI’ State Bank of India, Hutch Rangashankara Theatre Festival and Killer ‘Green Fold’. He’s also behind one of the biggest Indian launches in recent years—ITC Foods' snack brand—Bingo!, which finds a place in various ‘Top 10 Campaigns of the Decade’ lists.
Apart from this he’s won over 150 national (ABBY, Effies, Emvies, CAG) and international awards (Cannes, One show, Media Spikes, London International, D&AD, Clio), both for effective and creative advertising.
Amit brings on board a staggering combination of being the ideas man and seeing the larger picture. He’ll constantly push you to develop not just an idea but a philosophy for the brand and the communication, thus arriving at communication that is as effective as it is creative.
An avid foodie, Amit used to write a weekly restaurant review—‘Live2eat’ for the Bangalore Mirror. He’s as passionate about discovering a new restaurant as he is about his wife, two kids and of course advertising and marketing.