New Delhi: The Crayons Network, one of India’s largest fully independent integrated advertising agencies, has completed 40 years of operations, marking a milestone in its journey from a basement office in Delhi to a national advertising network. As it enters its fifth decade, the agency is sharpening its focus on artificial intelligence, technology-led solutions and integrated marketing capabilities to drive future growth.
Founded by Kunal Lalani in July 1986, Crayons chose an unconventional path by building an independent agency outside Mumbai, at a time when India’s advertising industry was dominated by multinational networks. Over the years, the agency has expanded its presence across Chandigarh, Jaipur, Mumbai, Lucknow, Chennai, Kolkata and Dubai, while diversifying into media, digital, out-of-home advertising and events through specialist businesses including Melon Media, Ultraviolet Digital, Amber OOH and Jade Events.
Crayons’ early breakthrough came with its campaign for Baba Zafrani Zarda. With television advertising unavailable for the category, the agency turned to cinema halls and VHS platforms, creating a campaign featuring actor Vinod Khanna that achieved strong brand recall and reinforced its belief in unconventional media strategies.
Today, the agency works with brands including Air India, Tata Group, ITC, Kajaria, Fortis Healthcare, APL Apollo and The Leela Hotels, alongside financial institutions, healthcare organisations, public sector clients and more than ten state governments. Tourism has remained one of its strongest verticals, with campaigns for Kerala Tourism, the first global digital campaign for Incredible India and several other state tourism boards.
A significant milestone in the company’s journey came in May 2023, when Crayons was listed on the NSE SME platform. The IPO was oversubscribed 147 times, enabling the agency to access capital markets while continuing to operate independently.
Commenting on the milestone, Kunal Lalani, Founder, Chairman & Managing Director, The Crayons Network, said, “Forty years is a long time to be told you’re doing it wrong. We started in Delhi when Mumbai was where advertising lived. We stayed independent when independence was not considered scalable. Every time we were told there was one way to build an agency, we chose another. Looking back, I’m proud we never needed to become something else to survive. Looking ahead, we’re investing in technology, AI and new capabilities—not to change who we are, but to strengthen what we have always believed in. Forty years feels less like a finish line and more like the start of another exciting chapter.”
Speaking about the agency’s technology roadmap, Ashraye Lalani, Director – Growth & Technology, The Crayons Network, said, “Every decade has brought a new disruption to our industry—from television to the internet, social media and mobile. AI is the next transformation, but we believe its real value lies in amplifying human creativity rather than replacing it. We’re building an agency where strategy is sharper, execution is faster and creativity has more room to flourish because technology is working alongside people.”
The agency commemorated the milestone with a leadership summit in New Delhi, bringing together business leaders and branch heads from across its network. The discussions focused on expanding investments in AI, technology, integrated communications and digital-first marketing capabilities as the company prepares for its next phase of growth.
Having maintained its independent status for four decades, Crayons now aims to strengthen its position by combining its integrated marketing expertise with AI-powered solutions, as brands increasingly seek technology-enabled, data-driven and creative marketing partners
