Toothsi
When your braces are visible, sometimes you feel invisible.
Creative
deficiency?Catch the bug.
How? See the work
Try to catch it.
Caught it. See the workThe work
Naturally
grown ideas.
Philips
Styling Indian hair is not for beginners.
Urban Company Chill Pills
A headache pill box. Without the pills.
Ozi
We asked Parineeti if her 5-month-old could star instead of her.
Urban Company UAE
When Indian food outside India is more memorable than it is in India.
Atlys
How many ways can you say ‘Visas on time?’
Toothsi
AB BRACES GAYAB AAP NAHI
Toothsi wanted to establish its invisible aligners as the better alternative to metal braces.
So we started with a relatable observation: whenever you see someone with braces, your eyes tend to linger on them for a split second longer.
And that became the germ (yeah, subtle self-plug) of the idea.
The idea was dead simple:
When your braces are visible, you’re invisible.
So we created a campaign around people quite literally disappearing when their braces become the centre of attention. Because with invisible aligners, the braces can disappear instead of you.
Ab braces gayab. Aap nahi.
This went viral, really.
12M views in the first 48 hours.
Philips
STYLING INDIAN HAIR IS NOT FOR BEGINNERS.
Philips wanted to own Indian hair expertise, backed by 100 years of legacy + innovation.
And it had a product line built to battle very Indian conditions:
Humidity. Dry winters. Extreme heat.
And very Indian hair:
Curly hair. Frizzy hair. Dense, hard-to-manage hair. And everything else our hair throws at us.
So we took these everyday Indian hair problems and put them where expertise gets questioned, argued and proven:
A courtroom.
A courtroom drama starring Rasha Thadani, built around a simple thought:
Styling Indian hair is not for beginners.
Urban Company Chill Pills
A HEADACHE PILL BOX. WITHOUT THE PILLS.
A simple observation: when your house help decides to take leave at the nth hour, all that housework suddenly becomes your headache.
Quite figuratively. And in some cases, literally.
Urban Company was launching its 15-minute house-help service at your doorstep.
So we created Urban Company Chill Pills: a familiar-looking headache pill box with no pills inside. And dropped it into unsuspecting people’s Q-commerce orders.
At first glance, they saw a pill box.
At second, it was anything but that.
Instead of pills, it offered a solution to the headache induced by piled-up household chores:
Urban Company Insta Help. Trained house help at your door in 15 minutes.
Ozi
A PLATFORM FOR BABIES SHOULD STAR BABIES.
Ozi, a kids essentials app, signed Parineeti Chopra.
We said:
Let’s get her five-month-old too.
So in the film, our reps turn up to sign the person who is actually the app’s user: her baby.
Parineeti is understandably confused that two people have arrived at her house wanting to sign her five-month-old as a brand ambassador. Our reps, however, have a perfectly reasonable argument:
If Ozi is built for babies, shouldn’t the baby be the star?
Yeah, she really called security on our reps.
Understandably so.
Supporting Role: Parineeti Chopra.
Urban Company UAE
ITNA PASAND AAYEGA, INDIA MEIN BHI YEHI YAAD AAYEGA.
Urban Company was launching Indian Cooks for Indians living in the UAE.
So we decided to cast the toughest audience when it comes to Indian food outside India:
Indian parents.
And then showed them liking the food made by Urban Company’s Indian Cooks so much that they’d actually miss it once they went back to India.
Exaggeration Pro Max.
The thought was simple:
Itna pasand aayega, India mein bhi yehi yaad aayega.
A taste of home, made for Indians in the UAE.
Press, posts & features
Apparently, some of it spread.
Atlys’ quirky Print Ad ahead of Valentine’s Day!
Creative credits: The Germ · exchange4media
“The only thing standing between them and their ideal trip is a visa.”
— Times Power of Print, on the Atlys ad
See the Times Power of Print post ↗Don’t let crooked teeth steal your spotlight. Toothsi by makeO ad has a clear message.
Created for Toothsi by ad agency The Germ · ThePrint
“Jab braces visible, tab aap not visible.”Read ThePrint’s feature ↗
Also: Karthik Srinivasan’s reaction · “Wonderful imagination on display” for Toothsi’s ad by The Germ.
Viral Dose of Relief
Creative agency: The Germ · Social Samosa Yearbook of Campaigns 2025
“Household chores can be a real headache. We turned this tension into a moment of joy by sending ‘headache pills’.”
— Kshitij Kaushik, Founder & Chief Creative Officer, The Germ
1M+ views · 100K shares
See Social Samosa’s Yearbook post ↗“Freedom isn’t free; it comes with insecurity, and you learn to live with both.”
Kshitij Kaushik, Founder of The Germ · interviewed by IMPACT
“We work as a collective of independents.”Read Kshitij’s interview ↗
Our approach
No idiot-
proofing.
01.
Find the truth.
Find the human thing hiding inside the brief.
02.
Have fun with it.
Let the stupid, odd and unexpected thoughts in.
03.
Find a great format.
Film. Print. OOH. Q-commerce insert. Whatever the idea wants to be.
“Ideas bloom when you don’t killthem.”— Ancient Wisdom
What we do
Not full
service.
Creative Strategy & Campaigns
Films: TV & Social
Activations, OOH, Print
Performance ad creatives