BEI Confluence Ltd. is one of North India’s most reputed independent and fully Indian-owned 360° communication agencies. Headquartered in Delhi, the agency was founded in 1999 by Mr. Tapas Gupta, a stalwart of the advertising industry and former CEO of McCann Erickson India. Today, the agency is run by the father-son duo of Tapas Gupta, Chairman & Managing Director (CMD), and Abhishek Gupta, Joint Managing Director (JMD).
On the occasion of Father’s Day, Abhishek Gupta reflects on the journey of BEI Confluence and how the agency has grown over the years under the unique dynamic of a family-led leadership:
Advertising isn’t what it used to be. And that’s not a bad thing.
Today, agencies are operating in a fast-moving, ever-evolving environment. Consumer expectations have shifted, timelines have shrunk, and the entire playbook of brand-building is being rewritten. Gen Z is leading this change-setting the tone for how brands communicate, what stories matter and how they engage with culture.
Naturally, that also means the way agencies think, work, and lead has had to evolve. It’s not just about keeping up, it’s about staying ahead, while staying grounded in the fundamentals of great communication.
That’s pretty much how our journey at BEI Confluence has shaped up over the years.
How It All Started
I’m Abhishek Gupta, Joint Managing Director at BEI Confluence, an independent advertising agency based in Delhi. The agency was started by my father, Mr. Tapas Gupta, back in 1999 at a time when the idea of independent agencies was still quite new to India.
Before starting BEI Confluence, TG (as he’s widely known in the industry) had already had a long and successful run most notably as the CEO of McCann Erickson India, one of the largest network agencies in the world. Starting his own company was driven by a simple idea: to build an agency that was agile, insight-driven, and deeply client-focused.
But one thing he was always clear about if his children were to eventually join the company, they would need the right training first.
Learning the Ropes
So that’s what I did.
I began my career at Havas Media, followed by a stint at Publicis, where I had the opportunity to lead the Nestlé account. Later, I moved to Ogilvy, working on global brands like Coca-Cola. Each of these experiences gave me exposure to different kinds of clients, teams and problem-solving approaches.
Those 10+ years gave me a strong foundation. I learned how brands are built from the inside out, how ideas are shaped across functions, and what it takes to deliver consistently across campaigns and categories.
As Tapas often says, “Strong foundations matter more than fast starts.” And I completely agree.
I joined BEI Confluence in 2016.
Merging Experience with Energy
Working alongside my father, we brought in two different perspectives, his decades of experience and my exposure to newer categories and working styles. That balance helped shape our next phase of growth.
We focused on expanding the agency’s offerings, moving beyond traditional advertising and bringing in stronger digital, content, and performance capabilities. We worked on growing our current client portfolio while also entering new categories and onboarding progressive brands that were looking for sharper creative and faster execution.
The agency started evolving, not just in what we did, but also how we thought.
A New Addition to the Team
In 2019, my sister Rumpa Gupta joined us as Vice President (VP) – Account Management. Her background was in journalism and corporate communications. She had worked with The Times of India and later with the Singapore Government in the development sector.
Rumpa brought a fresh perspective, especially in client relationships and operations. She’s always had strong interpersonal skills, and she understands the nuances of building long-term partnerships with clients. Her structured way of working has been a big plus for the organisation.
What We’ve Learned from TG
If there’s one thing that’s stayed consistent from the start, it’s the value system we’ve inherited from Tapas.
From him, we’ve learned how to stay calm under pressure & how to make decisions that are in the company’s long-term interest. His approach has always been practical-focuses on the basics, keep the passion alive, and put the team and the work first.
That mindset has helped us build a strong foundation and hopefully, a future-ready one.
Working with Family
Now, let’s be honest, working with family isn’t always straightforward. You bring your own personalities, opinions and ways of working to the table. And yes, sometimes that means differences in approach.
But at BEI, we’ve always kept one thing clear decisions are made in the interest of the company. Not based on hierarchy or emotion.
And yes, the one side-effect of running a family business? Dinners and vacations occasionally turn into impromptu board meetings. The rest of the family has to remind us to switch off sometimes.
But we make it work. We debate. We align. And we move on.
The Bigger Picture
BEI Confluence may have been started by TG. And today, the leadership may include me and Rumpa. But what makes the company truly special is the team we’ve built over the years.
We’re lucky to work with people who’ve been part of this journey for a long time. People who’ve stuck by the organisation through phases of change, challenges and growth. The bond we share with them is no different from family.
It’s been a good journey so far and we’re excited about what lies ahead. New categories, new challenges, new stories to tell.
While I wrap up, this Father’s Day, it is time to say thank you to my father and to all the mentors that help shape who we are today.
(Views are personal)
