Shalini Avadhani and Gaurav Kumar have been elevated as Chief Creative Officers at Light Box, the in-house creative agency of Godrej Consumer Products. The duo previously served as Lead Creative Strategists at the agency, which they helped establish in 2023.
In a joint statement, Avadhani and Kumar said, “When we set up Light Box in 2023, the bet was simple: proximity to the brand doesn't dilute creative ambition; it sharpens it. Most agencies get a brand for a campaign cycle. We live inside it: the tensions, the ambitions, the insights that never make it into a brief. The next chapter is about turning that depth into work that cuts through, because the best brand stories are told by the people who've moved in with their brands, not just visited them.”
Reflecting on the evolution of the in-house agency model, Avadhani and Kumar stated in a LinkedIn post, “Commercial art is not lesser art. It is the tougher art,” adding that the real craft lies in creating work that delivers for “a real consumer, a real brand, a real business.”
Since its inception, Light Box has worked across four geographies and produced nearly 45 films annually for the FMCG major. Kumar noted that the agency’s work may not be “driven by award showreels”, but has been instrumental in “quietly and stubbornly building some of India's most-loved FMCG brands”.
In 2025, the agency earned international recognition with a Silver Lion at the Cannes Lions International Festival of Creativity in the Health and Wellness category for the ‘Naga Saint Eye Test’ campaign, created in partnership with Eyebetes Foundation.
Before joining Light Box, Kumar held creative roles at Leo Burnett, Ogilvy and McCann Worldgroup. Avadhani previously worked with McCann Worldgroup and Lowe Lintas.
