Mumbai: EO2 EXP, a production house, has announced the launch of Altered, a new creative agency designed for the attention economy, built on the idea of bringing an entertainment mindset to brand storytelling. The agency is already operational, having delivered multiple high-profile campaigns with several more underway.
EO2 EXP has been the creative force behind some of India’s biggest cultural moments, from Coke Studio Bharat to Netflix’s Indian Squid Games, and has collaborated with leading brands and platforms including Prime Video, Puma, Bumble, JioHotstar, L’Oréal, Myntra, Flipkart, and Tira Beauty. With Altered, the company expands its scope beyond production, focusing on marketing that grabs attention, fuels conversations, and drives cultural impact.
The new agency has already executed campaigns for Prime Video titles such as Do You Wanna Partner, Heads of State, and Coolie; Netflix shows including Sikandar, Saiyaraa, and Jolly LLB; as well as The Royals, Metro In Dino, Inspector Zende, War 2, Ba**ds of Bollywood,* and JioHotstar’s Trial.
Altered’s vision is to help brands and content stand out in today’s fast-scrolling digital world by creating:
* Campaigns that feel like cultural events
* Content that is noticed and shared
* Stories that outlive trailers and posters
* Communities where brands are part of ongoing conversations
“Posters and trailers aren’t enough anymore. You need movements, not just marketing. That’s what Altered is here for,” said Rishabh Agrawal, Co-Lead of Altered.
“Altered brings an entertainment mindset to the attention economy – taking what you want to say and putting it out in ways that are eye-catching, entertaining, and shareable. The focus is on finding the sharpest, most creative way to spark chatter and keep audiences hooked,” added Risheeta Agrawal, Co-Lead of Altered.
The Team Behind Altered
Altered is led by Vandana, Rishabh, and Risheeta Agrawal, creative producers who have shaped campaigns for Boat, Bumble, Indigo, Boost, Netflix, JioHotstar, Prime Video, and Coca-Cola. Collectively, they bring experience from over 500 campaigns and live events across industries, spanning both ATL campaigns and BTL experiences.
What differentiates Altered is its foundation. While many agencies stop at ideas, Altered ensures bold creative vision is backed with robust execution, drawing from EO2 EXP’s production expertise. This allows campaigns to not only be imagined on a grand scale but also built to travel, scale, and leave a measurable impact.
At its core, the agency thrives on its ethos of “Big Ideas, Small Egos” — a culture built on collaboration, creative ambition, and disciplined execution.
