The sudden demise of Atul Hegde, Founder, Chairman and Managing Director of YAAP, has sent shockwaves across India's advertising and digital marketing fraternity, with colleagues, friends and industry leaders remembering him not only as a pioneering entrepreneur but also as a mentor, confidant and one of the architects of India's digital marketing ecosystem.
For Kushal Sanghvi, Strategic Advisor and Director at Animmoov Digital Media, the loss is deeply personal. “With Atul, I could call him a brother. I could call him a friend. I could call him a mentor,” Sanghvi said, recalling a relationship built on years of candid conversations about the industry.
Despite Hegde being senior to him, Sanghvi said they were each other's sounding board, often discussing the evolving advertising landscape as well as personal challenges. “I just feel like, suddenly, I’ll have no hotline with him anymore,” he said.
The disbelief is compounded by how recent their last conversation was. “Only on Sunday morning, I’d spoken to him. We said, ‘Next weekend, let’s catch up.’ And now I’m trying to understand when that catch-up is going to happen.”
Others across the industry echoed similar sentiments, remembering Hegde’s quiet leadership style and his role in shaping India’s digital-first marketing landscape.
Ajay Kulkarni, Business Head at Ykone Barcode, remembered meeting Hegde frequently as both companies operated from the same office building. “I had the opportunity to meet Atul a few times in our office premises, as YAAP shared the same building. He always came across as calm, humble and deeply passionate about what he was building,” Kulkarni said.
Kulkarni described Hegde as one of the entrepreneurs who helped lay the foundation for India's digital marketing ecosystem at a time when the industry was still evolving. “Atul was one of the early entrepreneurs who helped shape India's digital marketing ecosystem. His vision and entrepreneurial spirit inspired many and helped pave the way for a new generation of digital-first businesses,” he said.
He added that Hegde’s passing also serves as a reminder of what truly endures beyond professional achievements. “His passing is a poignant reminder that while we often chase meetings, milestones and deadlines, it’s the lives we touch and the legacy we leave behind that truly matter.”
Offering his condolences, Kulkarni said, “My heartfelt condolences to his family and the entire YAAP team. May he rest in peace.”
Yasin Hamidani, Director at Media Care Brand Solutions, described Hegde as one of the earliest visionaries to recognise the transformative potential of digital marketing in India. “The passing of Atul Hegde is a profound loss for India’s digital marketing and advertising industry. He was among the early visionaries who recognised the transformative potential of digital at a time when the ecosystem was still finding its footing,” Hamidani said.
He noted that Hegde’s entrepreneurial journey through YAAP helped shape industry conversations around innovation, technology and the future of marketing. “His legacy extends beyond the company he built. It lies in inspiring an entire generation of marketers, entrepreneurs, and digital professionals to think differently, embrace change, and continuously innovate,” he said. “The industry has lost a pioneering voice, but his impact will continue to be reflected in the evolution of India's digital landscape.”
Pouring tributes paint a picture of a leader who was admired as much for his humility and accessibility as for his entrepreneurial achievements.
Whether remembered as a trusted friend, a mentor, or a visionary who recognised the future of digital before many others, Hegde’s influence clearly stretched far beyond boardrooms and business milestones.
As India’s advertising and marketing industry mourns his untimely passing, colleagues say the conversations he started, the businesses he helped build, and the people he inspired will continue to shape the ecosystem for years to come.
