Torn paper opening, light coming through the tear Torn paper opening, light coming through the tear
Toronto · India · Dubai

Sameer
Mittal

The second the brief cracks open.
Portfolio of Work ↓
Case Studies
00
Break the Routine thumbnail
Ontario Racing · Balmoral
Break the Routine
The mainstream agency had a script. We had a different audience.
★ Gold & Silver · Marketing Awards 2020
01
Discovering Canada Starts Here thumbnail
Ottawa Tourism · Balmoral
Discovering Canada Starts Here
Ottawa isn't a tourist destination. It's a statement of belonging.
★ Silver & Bronze · Summit Creative Awards
02
Proudly [Age] thumbnail
L'Oréal Paris · Clue Box UK
Proudly [Age]
Women entered their age. They left as a L'Oréal Paris advertisement.
★ D&AD New Blood
03
Inspire A Billion thumbnail
Kokuyo Camlin · Grey India
Inspire A Billion
A campaign built in 5 days. A belief built for a billion.
04
Happy Earth thumbnail
Hero MotoCorp · Grey India
Happy Earth
A CSR campaign that planted 700,000 trees — one name at a time.
05
An Iconic Comeback thumbnail
Vespa · Ogilvy India
An Iconic Comeback
Vespa isn't a scooter. It's an identity.
06
The Faux Fashion Show thumbnail
Hopscotch · Grey India
The Faux Fashion Show
A startup that became a fashion label.
07
Time Saved Is Time Gained thumbnail
Grocery Gateway · Longo's
Time Saved Is Time Gained
Before Covid changed habits, this strategy tried to change behaviours.
08
The Good Stuff, Frozen thumbnail
WW (Weight Watchers)
The Good Stuff, Frozen
The product wasn't the problem. The man's self-image was.
09
The Ultimate Den thumbnail
VAT 69 Whisky · India
The Ultimate Den
No liquor advertising allowed. No problem.
Selected Results
39%Revenue growth · Vespa
Repositioning and digital ecosystem
5.1MImpressions · Ontario Racing
Chinese-Canadian, single season
700KTrees planted · Hero MotoCorp
CSR personalised at scale
5×Industry awards
D&AD, Marketing Awards, Summit Creative
About

Right about the symptom. Wrong about the cause.

The clients I work best with come in knowing something isn't working. They're usually right about the symptom and wrong about the cause. That gap, between what's being asked and what actually needs solving, is where the work gets interesting.

A decade of brand work across three countries. D&AD, the Marketing Awards, Summit Creative. The occasional Creative Director off his chair.

  • Strategist · Balmoral 2019–2020
  • Senior Strategist · Grey India 2016–2018
  • Senior Copywriter (Strategic) · Ogilvy India 2013–2015
  • Co-Founder · Clue Box UK 2010–2013
  • Strategy & Planning Boot Camp · Miami Ad School Toronto 2019
  • MA, Creative Advertising · University College Falmouth, UK 2011
Capabilities
  • Campaign platform & brand positioning
  • Cultural & behavioural insight
  • Brief writing & creative direction
  • Automotive, luxury & lifestyle categories
  • Integrated & digital campaign strategy
  • Multicultural & cross-market strategy
  • Resourceful thinking across budgets, timelines and teams
The best brief I ever wrote was the one that made the creative director lean forward. It gave them one true thing to build from.

Currently: thinking about what Claude becomes next. Read the brief →

Contact

If your brief doesn't have an obvious answer, let's talk.

The clients worth working with already know something isn't working. If that's you: a consulting engagement in the US, or a fractional or full CMO in India or Dubai. Come with a real problem.

sameer@sameermittal.co   ·   LinkedIn