Mumbai: In a landmark move for regional brand engagement, Collective Artists Network, in collaboration with digital content creator Neel Salekar (aka Just Neel Things), has announced the launch of Marathi Minded — a dedicated creative agency focused on culturally immersive storytelling for Marathi audiences around the world.
Helmed by Neel, Marathi Minded merges a deep understanding of regional culture with the full-service capabilities of a creative agency. More than just a business venture, the platform is envisioned as a digital cultural movement celebrating all things Marathi — from history and food to entertainment, fashion, music, and sports. Whether working with homegrown brands or international powerhouses, Marathi Minded aims to deliver authentic, localized strategies to connect with audiences in Maharashtra and the global Marathi diaspora.
The new agency has launched with a bold first campaign — Dettol’s ‘12 Taas Bindaas!’ — marking a major pivot in how national brands approach regional storytelling. The initiative highlights Dettol’s 12-hour protection promise while tapping into the cultural spirit of Maharashtra.
“With ‘12 Taas Bindaas!’, we are excited to take a hyper-local approach that truly resonates with Maharashtra’s vibrant culture. Partnering with Marathi Minded has allowed us to craft a campaign that goes beyond hygiene – it’s about confidence, energy, and living life with a ‘Bindaas’ spirit. We believe this initiative will strengthen our bond with Marathi consumers in a meaningful way,” said Kanika Kalra, Regional Marketing Director – Health, South Asia at Reckitt.
‘Bindaas’ – a term synonymous with boldness and fearlessness – captures the cultural essence of the campaign. Whether it’s a student navigating Mumbai’s fast-paced life or a family preparing for Ganesh Chaturthi, the idea is simple: Dettol empowers users to live “12 Taas Bindaas” – worry-free and full of energy.
“With Marathi Minded, we’re shaping a cultural movement powered by authenticity, creativity, and real resonance. Neel represents the new wave of creator-entrepreneurs who understand the pulse of their audience and can translate that into powerful brand narratives. Our work with Dettol is a great example of how national brands can tap into regional energy with heart and relevance. Regional storytelling is not just the future of advertising – it’s the heartbeat of a truly connected India,” said Dhruv Chitgopekar, Co-founder, Collective Artists Network.
Neel Salekar, a content creator with 2.9 million Instagram followers, is widely known for his humorous takes and culturally rooted content. His work spans digital entertainment, music, and acting — including his recent debut in Constable Girpade on Amazon miniTV. Through Marathi Minded, he steps into the role of creator-entrepreneur, bringing his vision and voice to the world of brand strategy.
“I’m beyond excited to have partnered with Collective Artists Network to co-create an initiative that truly celebrates the heart of Marathi culture. Being a part of the process from the ground up has been such a learning experience – blending tradition and rooted cultural insights with actionable inputs for brands to talk to Marathi youth. Marathi Minded will be a universe of content, branded communication in a fresh and dynamic pot-boiler of this critical Indian state and its people not only in India but spread across the world,” said Neel Salekar.
Recognizing the importance of authenticity, Marathi Minded collaborated with four regional creators from across Maharashtra for the Dettol campaign — ensuring the content reflects the true diversity of the state.
