The creative industry is a vibrant and constantly evolving field that encompasses a wide range of disciplines. It includes graphic design, advertising, fashion, film, music, and many other areas that require creative thinking, imagination, and technical skills. This dynamic sector is essential in shaping our culture, expressing our values, and driving economic growth. Amid this, Tamanna Purohit is a well-respected creative industry figure known for her expertise and entrepreneurial spirit. As Co-Founder and Creative Director of 1010 Creative, a digital advertising agency out of New Delhi, Tamanna has spearheaded the creative communication strategy for brands from diverse industries. With her extensive experience and deep passion for creative thinking and communication design, Tamanna is a true leader in the industry and a source of inspiration to many aspiring professionals. Her achievements and contributions have helped to elevate the creative industry and demonstrate its tremendous potential.

 Tamanna is a highly experienced professional with a background in creative communication and leadership. With a successful track record in the field, she has expertise in driving growth and pushing the boundaries of design communication. Women Entrepreneur recently engaged in a one-on-one interaction with Tamanna, let’s hear from her.

Can you walk us through your educational background, industry experience, and how it led to co-founding the company?

My journey as an artist began at a young age, as both my parents came from creative backgrounds and instilled in me a love and appreciation for art and design. I studied fine art throughout my schooling and then pursued a four-year undergraduate degree in Design Communication at the Lasalle College of the Arts in Singapore. This multi-disciplinary course exposed me to various facets of the creative world, allowing me to experiment and broaden my horizons. After that, I worked at a creative agency in New Delhi for two years and with the help of some fantastic creative minds that instilled in me design sensibilities that I still carry with me today, I was able to build a strong foundation and understand real-world brand building scenarios.

In 2016, I pursued a Master's degree in design at the University of New South Wales - Art & Design in Sydney, Australia. This course, which focused on design thinking, shaped my perspective on the power of design and its ability to help the human mind navigate life at every touch point. All of these experiences came together and were instrumental in my co-founding of 1010 Creative in 2018 along with Ishaan and Neha Suri. As a leading high-impact digital advertising company, they together lead the team at 1010 Creative changing the value proposition and approach to digital advertising in a post covid world.

What is your vision for the future of Indian advertising, branding, and marketing? How has 1010 Creative adapted to industry trends, and what makes it unique?

With the rise of technology driving a shift towards a more digital landscape, the creative industry is experiencing a massive digital boom. This trend is expected to continue in the coming years and is making the creative industry increasingly cluttered. In such a scenario, it has become crucial for brands to strategize innovative ways to stand out and make their voices heard. This presents exciting new opportunities to develop unique creative solutions and ideas.

1010 Creative is a digital advertising agency specializing in growing brands over a long-term period by seeding a strong communication strategy pitched against marketing KPIs and business planning. With a combination of multi-specialty teams- a creative agency, a marketing agency, and a production house - the company offers a complete 360 approach to brand building. Their specialty lies in finesse and strength of long-term communication. 1010 specializes in industries such as Hospitality, Jewellery, Fashion & Retail, Alco-Bev, and a new for 2023 and beyond, tech marketing. With a completely turnkey operations model, 1010 Creative ensures the closest attention to quality and creates a strong brand voice for clients that all stems business strategy down.

"Success is not just about working hard; it's about surrounding yourself with people who challenge your ideas and thoughts"

What drives success as Co-Founder & Creative Director of 1010 Creative? Focus areas and duties to promote growth? Additionally, can you share your outlook for 1010 Creative's expansion over the next five years?

I believe that what makes for great communication design is its ability to communicate its core purpose. As Creative Director, my first and foremost responsibility is to ensure that the brand strategies that we build are being brought to life with this approach. To support this, I believe it is essential to present ideas in a powerful manner, identifying the purpose and end result of the creative direction chosen. Each creative solution must have a job to achieve its brand. My own design aesthetic is, as a result of my training and mentoring, one that is extremely impact and quality driven.

I also strive to create a positive, cohesive, and productive work environment that encourages a fearless exchange of thoughts and ideas. I believe that success will follow by staying true to an overarching goal and strategy and threading everything through it. Staying consistent, focusing on the details, and appreciating the small wins result in a stronger larger picture in the end.

The vision for 1010 Creative is to grow, evolve and push the boundaries in design communication, becoming a creative community where new ideas are born and expanding and revolutionizing the digital advertising industry globally.

How do you stay relevant as a business leader in a constantly evolving industry? What personal traits and characteristics have contributed to your success, and what have been your biggest learnings?

As a leader and a creative mind, it is essential to be open-minded to nurture a broad well-rounded perspective. What I find helpful is to consume content that is not only mainstream but content that helps me connect strategic creative pathways in my mind. Breaking down content that we consume to its source idea and purpose allows one to think with clarity and step outside the box. The bigger picture and the act of creating something unique are still relevant, however, in our world, they must all have a justifiable basis.

I believe that what makes a great leader are the people who work alongside you. For me, my team is at the top of my priority list and is very instrumental in me becoming a better leader every day. I think a sense of mutual respect, being approachable to colleagues and clients, and fostering a positive environment are key takeaways for me. This combined with hard work and a strong belief in yourself is my success mantra.

One of my biggest learnings in the industry has been the importance of understanding where a client's brief is originating and why they want to invest in an intelligent creative communication solution. Understanding the brand's perspective and goals is vital to creating successful assets. Another key aspect is adaptability, as I work with diverse clients with different ideas and design languages. I strive to think in different layers of design thinking to bring the brand's vision to life.

What advice would you give young women aspiring to be leaders and entrepreneurs?

I think everyone’s journeys are different but the key is to follow your heart. Leadership is a skill, which can be honed over time and I think it comes down to surrounding yourself with people who will challenge your ideas and thoughts, and trust your instincts in guiding them ahead. This is key in helping you grow as a leader and a creative professional as well.

Tamanna Purohit, Co-Founder & Creative Director, 1010 Creative

Tamanna purohit is a creative leader with expertise in digital advertising, brand communication, and design. With a passion for pushing the boundaries in her field, she has a track record of delivering successful projects and promoting growth for her company, 1010 creative.