Mumbai: In a move aimed at reimagining agency hiring and employer branding, Mumbai-based integrated marketing agency Commix Global has launched what it describes as India’s first original in-house rap music video designed as a recruitment campaign.
Known for integrating creativity, technology, AI, data and commerce into marketing solutions, Commix Global has released the music-led hiring initiative as an open call for talent across creative, strategy, account management and technology functions.
The campaign, released through the agency’s Instagram platform, departs from conventional hiring formats by replacing traditional job listings with a music-driven brand expression intended to communicate the agency’s culture, philosophy and approach to creativity.
Led by Alpa Dedhia (CEO), Sujay Kar (MD – Strategy and Commerce), and Ashwini Vyas (Chief Design & Experience Officer), Commix Global said the initiative reflects its belief that creativity should extend across every touchpoint of the organisation—including recruitment.
Positioned as more than a hiring announcement, the rap film has been produced using the same creative and production approach the agency applies to client campaigns. Through lyrics and visual storytelling, the video seeks to present Commix’s identity while attracting professionals who align with its integrated marketing mindset.
Commenting on the initiative, Alpa Dedhia, Chief Executive & Business Officer, Commix Global, said, “We’ve always believed that the way you hire reveals everything about the way you work. We didn’t want a job listing — we wanted a signal. And we wanted to show exactly what who we are as an org, to give the right ideas about our culture. If you hear this track and feel something, you’re probably exactly who we’re looking for.”
The campaign arrives at a time when India’s creator economy continues to expand and agencies compete to attract multi-skilled talent capable of operating across brand strategy, data, commerce and technology ecosystems.
By shifting the focus from conventional role descriptions to culture-led storytelling, Commix Global aims to position itself as a workplace where creativity operates across disciplines rather than within traditional departmental structures.
The agency said it is currently hiring across creative roles including copywriters, art directors and content creators, along with openings in strategy, account management and technology. Applications are being accepted through Commix Global’s Instagram platform and company website.
