Atom Network was launched during the peak of the Covid -19 pandemic, thereby earning the title of India’s first ever lockdown agency. Interestingly, many of the ad agencies seeded during the same period withered in a few years, but Atom thrived. It even went on to become a part of a global independent network within a few months of its launch. Abhik Santara, Founder and CEO of Atom says, “We have registered a 40-50% y-o-y revenue growth.”
Enthused with millennial energy and GenZ confidence, the ad agency recently celebrated its fifth anniversary; while consistently tackling the challenges they encountered within traditional network models in the past. Santara adds, “Our leadership team doesn’t just show up for the annual review—we’re in the trenches with our clients, sleeves rolled up and fully invested.”
With growth on track and armed with several clients who are on a retainer model, atom is now training its focus on the mother of all awards, Cannes Lions, with its biggest bet so far-- Reliance’s Pink Star Rating’ In a candid chat, Abhik Santara tells IMPACT why he calls Atom the next generation agency, throws light on his Cannes ambitions for this year and explains how he can sleep peacefully at night only to wake up restless every morning.
Q] You launched Atom in such an uncertain environment, did you feel you will survive half a decade back then?
From the moment we decided to strike out on our own, we had a clear sense of direction. While Covid was an unexpected, and highly unwelcome guest, the shake-up it caused in marketing structures actually gave us a few unexpected tailwinds. As consumer buying journeys took a dramatic plot twist, our positioning only became more relevant—and frankly, a little ahead of its time. Our moat of building long-term brand equity without compromising short-term performance has paid off handsomely—both in business growth and in attracting top-tier talent.
Q] Tell us about your initial struggles in onboarding clients in the middle of a pandemic when brands were in fact letting go of agencies. How early were you able to get your head above water?
We never set out to be just another boutique creative agency, hopping from one project to the next like a freelancer. When brands were squinting into the future without much clarity, we didn’t just pitch them a shiny Rs 10cr TVC and rested till the next one. Instead, we rolled up our sleeves and offered strategic support across the short, mid, and long term—walking alongside them, step by step. We’ve embedded ourselves into our clients’ businesses, managing the entire customer experience funnel like an in-house team.
Q] Which was the first big client that came your way and successively which were the big ones that you managed to retain?
Some of our earliest partners were none other than Snapchat, Dabur, and Rebel Foods. In fact, we had the incredible opportunity to spearhead Snapchat’s relaunch across four global markets—talk about hitting the ground running! Soon after, an exciting mix of D2C brands joined the fold, along with industry giants like Reliance, Welspun, Flywire and Mahindra Farming. We’re proud to say that many of them are still with us today. Fast forward to now, and we’re handling integrated mandates for a diverse line-up of brands across industries—from airlines and insurance to pharma, home décor, FMCG, beauty, BFSI and lifestyle. It's a bit of everything, and we love the variety!
Q] Most independent agencies hope to get absorbed by a network at some point. You chose a different model, by being part of a global network of independent agencies called By The Network within the first few months, how did that transpire and help the agency?
For us, a sell-out was never the look out. Even if that happens someday, we’re committed to steering clear of the pitfalls of network dependence, as that would go against our core vision. Everyone on our team shares this mindset and embraces a culture of empowerment to fail, but never not to try. When we joined By The Network, our goal was to preserve that very spirit — managing brands across multiple countries at a unified international rate, working shoulder to shoulder with colleagues from around the world, without ever fearing that we might be treated like stepbrothers. These small, but significant alignments, have helped us to share our financial success YOY while offering much higher percentages of increments and bonusses with every member of the team.
Q] While most agencies dish out one or two noteworthy campaigns in a year, many of them are struggling on revenues. What kind of growth have you seen at the agency over the past few years?
Scaling from 0 to 10 is often the easiest part—and our first five years proved it. With steady 40-50% year-over-year growth, a lean and healthy employee cost ratio, for an agency startup of 46%, and ~30% organic growth, we built a rock-solid financial foundation. In times when client and agency relationships are moving from one project to the other, we are having 75% of our revenue contribution through retainer businesses. By any measure, these numbers speak to resilience and readiness for what’s next. Now, the real challenge begins. But we’re mindful not to sacrifice our core strengths in pursuit of aimless scale up. Our leadership team remains hands-on in every client relationship—because no amount of growth is worth losing what got us here in the first place
Q] Tell us about some of your best work and clients over the past 5 years and some of the key awards you have won?
Over the past three years, our work on campaigns such as Dabur Vatika Notes by Nature, Reliance’s Emerjersy, Equalstock by Welspun, DS group’s silent film has earned recognition across prestigious award shows. This year, our lineup is even stronger, with Reliance’s Pink Star Rating and AirAsia emerging as top contenders for both Indian and international award circuits. We are confident that these campaigns will continue our legacy of excellence and innovation.
Q] In the past two years some independent agencies have performed well at Cannes Lions, do you feel this could be the year for you, what are the entries you are sending this year?
Let’s be real—while we’ve proudly racked up awards at home, Cannes Lions has always been the glittering North Star we’ve unabashedly chased. No shame in admitting it; in fact, we’ve shouted it from the rooftops and in client meetings. From Year One, we’ve had the audacity—and the opportunity—to submit work to Cannes. And while we haven’t snagged that elusive Lion yet, we’re not here to spin the story. We own the hunger. This year, we’re back with our boldest shot yet: ‘Pink Star Rating’ for Reliance General Insurance. Fresh off a win at Montreux Global Awards, it’s got us crossing fingers, toes, and maybe even eyes for Cannes.
Q] Just how atoms combine with other atoms to form molecules or ions, what are the partnerships you are striking or new areas you are venturing into to be relevant as a new age agency?
Collaboration isn’t just a buzzword for us—it’s in our DNA. Unlike the rigid, siloed networks of old, we’ve built a culture where seamless teamwork thrives. Our long-standing partnerships with media, influencer, and tech teams are a testament to this—unified under one mandate, one point of accountability. We don’t just work alongside each other; we work together, as one cohesive team. And a single window takes the accountability. What truly sets us apart is being creative at the core. Every solution we craft, across every function, starts with bold, innovative thinking. We are on the verge of extending this philosophy and entering into modern growth engines of marketing effectiveness. A new team is being formed/acquired, as we speak, which will help drive MarTech and creator-based marketing requirement for our brands. Beyond our core communications business, Atom has been investing in early-stage D2C startups. Our latest venture? It’s an exciting energy drink brand set to make a splash in a big way. Stay tuned!
