Ambalika Sen has been appointed as the new Managing Partner at Fundamental, marking a significant step as the agency enters its third year. Having quietly established itself over the last two years, Fundamental has carved a niche in solving complex marketing challenges for brands, offering simple, direct solutions that resonate with real-world consumers.
Now, with the addition of Sen, the agency is ready to charge ahead. The founders, who have intentionally chosen to build their team carefully rather than scale for the sake of appearances, recognise that the strength of any team lies in its people. Sen’s extensive experience and leadership will be key to helping the agency expand its core capabilities.
Sen brings 15 years of experience across client partnerships, people care, and process efficiency, with a deep understanding of the consumer business across diverse sectors, including Food, Fashion & Lifestyle, FMCG, and Media. She was previously Senior Vice President - Business at Tilt Brand Solutions.
Pallavi Chakravarti, Founder & CCO of Fundamental, commented, “When we started out two years ago, we dreamed of attracting builders. Some of us have known Ambalika for a very long time now and observed her evolution as an advertising professional with joy and pride. Now that our paths are converging again, turns out dreams do come true. Our team is still relatively small and as passionate as the day we began. Our ambition though, has gotten much, much bigger. We firmly believe that her unique brand of unpretentious leadership coupled with her understanding of all facets of this business, will help us expand the way it counts - qualitatively.”
Ambalika Sen shared her excitement, saying, “Over the years at Taproot and Tilt, training to run and grow reputable ad firms with the best in business, here's me shooting my shot at co-building what feels like a calling. For upwards of a decade-old professional and personal kinship with the founding team, taking this leap into young and unassumingly brilliant Fundamental, was mostly a matter of time. Excited to report that there is much to be done here, as I look forward to raging through this party, one actionable at a time!”
