Our Team.
So here are the people behind IF.
Let's start with Malini: Malini Agarwal’s two decade-long experience as the founder of MissMalini Media, where she pioneered lifestyle blogging in India, positions her as a digital marketing trailblazer. Her ability to build brands and engage audiences through multi-platform content has earned her recognition as one of the most influential figures in India's digital landscape.
Tom Dawes is an entrepreneur, investor and strategic adviser with more than two decades of experience building businesses, brands and ventures across international markets. He was involved in the growth of BBLUNT, one of India's most recognised consumer and lifestyle businesses, prior to its acquisition by Honasa Consumer Ltd (Mamaearth) in a transaction reported at approximately US$18 million.
His work spans consumer products, real estate, logistics, shipping and technology-enabled businesses, with a particular interest in entrepreneurship, culture, capital and long-term value creation.
Yeansha is the powerhouse glue at the heart of IF. With over 8 years leading the influencer and branded content business at MissMalini & The Good Glamm Group, she brings an unmatched network and deep expertise in delivering impact.
The team's work has been seen by over a billion people, they have worked on brands large and small, it is true (and not bragging in the slightest) to say they are the best.
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From brand creation and venture development to unforgettable campaigns and cultural moments, we help ambitious businesses become impossible to ignore.
What makes us different isn't simply creativity. It's the combination of entrepreneurial experience, strategic thinking and relentless execution. We understand how to build brands because we've spent years building businesses.
Through our network of founders, operators, investors and cultural leaders, we help connect great ideas with the people, partnerships and opportunities needed to unlock their full potential.
Whether you're launching, scaling or reinventing, our job is simple: help your brand earn attention, build relevance and create lasting value.
Welcome to the factory where ideas become famous.
SOUNDS NICE, SO WHAT DO YOU DO?
'MAGIC ME A BRAND'
You have a product that needs a brand, leave that to us. We create brands from scratch. Names, characteristics, positioning (in of itself and vs competition). Our unique approach starts with razor-sharp insight work to establish what makes this product truly captivating for the consumer. When our logic is solid we let the creatives work their magic. Smile inducing upon hearing for the first time, obvious in hindsight, we create brands that make waves. We’ve done this for companies large and small – if we like the brief, we’re on board.
‘I WANT AN ADVERT DAMN IT!’
You want an ad that razzle dazzles. Other agencies are giving you 5/10, blah and banal. Hold on to your socks as we blow them clean off.
But here's the rub: We're not driven by awards, but by delivering on your consumer task. Our robust process starts with the unwavering belief that a soft brief will lead to a tepid advert. We spend time unearthing a gem of an insight that will produce a thrilling brief. Our creatives will work on scripts that are tested at every point. We don’t want to blunt the idea, but we must be sure that our result will energise the audience to sit up, lean in to screen and ultimately take action.
Our results speak for themselves. Ask to see our green-tested link results… they will make you green with envy until you join the club.
WORD OF MOUTH
You need people to talk about your brand. You know that Word Of Mouth is the most effective form of marketing, but you don't know how to unleash the beast.
We don't mean to brag but our team has the biggest little black books in the business and are social media jedi warriors - a lethal combination.
Speak to us about our epic brand/influencer colabs.
INDIA & UK KICK-OFFS
Are you looking to launch your brand/product/service into India or the UK? Because we have a Little Black Book to end all LBBs we offer certain companies a bespoke service to help launch them into a new market. We've done it with consumer goods, tech and drinks brands. Our ability to get you into the room with the right CMOs/agencies/partners is second to none.
You won't find a service like this anywhere else.
OUR TEAM
Based in London and Mumbai, our team combines entrepreneurial experience, strategic thinking and world-class creative execution.
Our work has been seen by more than a billion people.
We've worked with some of the world's most recognised brands, produced campaigns across multiple continents and collaborated with leading talent from the worlds of business, entertainment, sport and culture.
From Hollywood to Bollywood, large-scale productions to AI-powered innovation, we bring together the people, partnerships and expertise needed to deliver exceptional results.
What truly sets us apart, however, is our network. Through our relationships with founders, operators, investors, creators and industry leaders, we help connect ambitious brands with opportunities that extend far beyond traditional marketing.
We believe the best work is built on trust, chemistry and shared ambition. That's why every engagement starts with a conversation. We want to understand your business, your goals and whether we're the right partner for the journey ahead.
When we commit, we're all in.
