Mumbai: In an industry often dominated by hierarchy, pressure, and the relentless hustle, Toki, a newly launched creative collective based in Kochi, is taking a stand for something refreshingly simple yet powerful: people. With the philosophy “People Make People”, Toki sets out to foster creativity through mutual respect, collaboration, and a more human way of working.
“Advertising is probably the simplest of jobs people complicate. You bring a product or service. You have a USP. Our job is only to tell a story. Why do we need 250 slides and 25 meetings to arrive at something striking?” say Anjo Jose Kandathil and Nigil Raj, the Founding Partners of Toki, who bring with them a combined experience of nearly 30 years in advertising. Anjo previously headed creative at Dentsu in Chennai and Kochi, while Nigil has led creative work for several national and international brands.
Toki is described as a people-first creative collective where the process is as important as the product. Rather than adhering to rigid roles or siloed structures, everyone at Toki gets involved — not out of obligation, but out of belief in collaborative creativity. “Happy people create good work. So we are starting from there. People first,” the founders emphasized when asked about their vision for the future.
The collective’s aim is clear: ‘Uncomplicate advertising’ and allow creative individuals to focus on their craft — storytelling. Built on values like intention, integrity, and inclusivity, Toki positions itself as an antidote to burnout culture and an advocate for meaningful, joyful work.
Though still in its early days, the team at Toki acknowledges they are learning and evolving. But one thing remains certain: by putting people at the core, they are not just creating campaigns — they are reshaping what it means to work in advertising today.
