ust weeks before the industry was left mourning his loss, Dr. Atul Hegde, Founder, YAAP was doing what he always did: looking ahead. In one of his last public conversations, he spoke about building ‘the agency of the future,’ where technology and creativity would come together to redefine marketing. It was a vision he had spent decades pursuing. This man was one of India’s early digital advertising pioneers. Hegde helped lead the country’s digital marketing evolution and built YAAP into a global marketing company. It is hard to believe that the man who was always looking ahead would leave behind words that would become among his final public reflections on the industry he helped shape.
On July 7, the advertising and marketing fraternity woke up to the devastating news of Hegde’s sudden passing following a heart attack. He was 53. The shock was immediate, but so was the outpouring of memories. Colleagues, competitors, founders and friends remembered not just an entrepreneur with an eye on the future, but a leader who made time for people, guided his team, motivated young professionals, and was deeply passionate about lifestyle, fashion and luxury. They remembered someone who evolved with the changing times, embraced competition, championed new ideas and believed in growing together as a community. The tributes that followed spoke of his generosity, humility and unwavering optimism as much as they did of his business achievements. In an industry driven by deadlines, pitches and performance, the response to Hegde’s passing served as a reminder that the measure of a life isn’t found only in the companies built or the milestones achieved, but in the people inspired, mentored and uplifted along the way. As we bid farewell to a visionary, no tribute could be more fitting than these words by Henry Wadsworth Longfellow:
“Lives of great men all remind us
We can make our lives sublime,
And, departing, leave behind us
Footprints on the sands of time.”
“He was among the early entrepreneurs who recognised the potential of digital and played an important role in shaping the industry’s evolution. Through YAAP, he built an organisation that reflected his vision, entrepreneurial spirit, and belief in innovation. Atul will be remembered for his willingness to build, challenge convention, and contribute to the growth of the industry.”
Gour Gupta
Chairman and Managing Director of Tribes Communications
“A dear friend, mentor, and partner… gone too soon. Deeply saddened by the passing of Dr. Atul Hegde. His vision of creating India’s own homegrown advertising network was bold and ambitious, and he succeeded in making that vision a reality. His passion, energy, and relentless drive inspired countless founders, marketers, and professionals across the industry, and the legacy he leaves behind will continue to inspire generations.”
Ahmed Aftab Naqvi
Global CEO and Co-Founder of Gozoop Group
“Some people leave behind businesses. Some leave behind memories. Very few leave behind people who become better because they know them. For me, Atul Hegde was one of those rare people. Sharing every win with him. Seeking his advice through every challenge. Calling him when the road ahead looked uncertain. And every single time, there was the same warmth in his voice. He celebrated every success as if it were his own.”
Anup Kumar
Senior Partner, YAAP
“I was shocked to learn of the passing of Atul Hegde. Atul worked with me as an Account Executive at Euro RSCG over 22 years ago. Although we hadn’t really met since those days, except bumping into each other at the odd conference, advertising has a way of creating bonds that last long after people move on. I watched from afar as Atul went on to build YAAP into one of India’s leading digital marketing companies. It was wonderful to see someone who started as a young executive grow into an entrepreneur and industry leader. His passing is a reminder of how precious and unpredictable life is. Go well, my friend. You left your mark on our industry, and you will be remembered.”
Adman Prabhakar Mundkur
“Our very first conversation was over a phone call. I still remember him saying, ‘India produces some of the best services companies, and I’ll invest in them.’ It wasn’t just something he believed—it was something he went on to prove. Atul was a sounding board, an advisor, and someone whose perspective I deeply valued. He was sharp, never minced words, and had the kind of clarity that comes only from years of experience–in business and in life. Atul was also one of my biggest cheerleaders. His encouragement meant more than he probably knew, and I can’t begin to express how much I will miss him. This is a tremendous loss for our industry, but for me, it is the loss of a dear friend.”
Sowmya Iyer
Founder & CEO, DVio Digital
“I first met Atul sometime around 2003 or 2004, when India’s digital advertising industry was still finding its feet. What I admired most wasn’t just what he built with YAAP or the entrepreneurial journey he carved out. It was the person behind the success. In an industry where achievements can often change people, Atul remained incredibly grounded, humble and approachable. Every interaction with him felt genuine. The industry has lost one of its pioneers, but more importantly, we’ve lost a genuinely good human being.”
Hemant Arora
Vice President & Global Head, Truecaller Ads Business at Truecaller
Compiled by Antora Chakraborty
