Q] What inspired you to start Bare Bones Collective, and how did you arrive at the name?
After Girish left his previous job, Girish and Anuya started freelancing and ended up collaborating on a few projects. We really clicked and clients loved our work, it performed well online, and that gave us the confidence to take the leap. We wanted to create something that let us collaborate with great talent and build a space that reflected our creative instincts.
The name Bare Bones Collective comes from our belief that every piece of creative work is only as strong as its foundation - its bare bones. Whether it’s an idea, a script, or a campaign, if the core isn’t strong, no amount of polish can save it. Also, we just really like skeletons.
Q] Anuya and Girish, you are not just creative partners but also life partners. How do you navigate the dynamics of working together both professionally and personally?
It’s definitely not without its challenges, the biggest being learning how to not bring work home. We’re still figuring that part out! But the truth is, we genuinely enjoy working together. There’s a joy in building something with someone you trust completely. And honestly, Swati plays a huge role in keeping us balanced and grounded.
Q] Do you feel the current landscape is more favourable for independent agencies? Are brands today more open to collaborating with newer, non-network players?
Absolutely, yes. The old-school retainer model is fading. Project-based work is now the norm, which levels the playing field. At the end of the day, it’s the idea that wins. We’ve pitched alongside both network agencies and other independents, and what matters is the strength of the idea. If a client wants full-stack, end-to-end services, they’ll go to a network agency. But if they’re looking for bold, audacious, creative work, they come to independent agencies. We’re very open about building custom teams using freelancers when needed, it lets us stay nimble and focused.
Q] What distinct advantages do young agencies have over larger network agencies?
Agility is our biggest strength. We’re able to bring in exactly the right talent for each campaign and move quickly. At the same time, we’ve built strong relationships with our freelancers and ensure they get the credit they deserve. That sense of mutual respect is what powers our best work.
Q] As the agency grows, do you see the hybrid-first model remaining sustainable in the long run?
Absolutely! Some of the most brilliant creative minds today are freelancers, and while we have a strong in-house team, our hybrid model gives us the best of both worlds. It brings flexibility, fresh perspectives, and the ability to scale based on project needs. Over time, we’ve built a close-knit network of collaborators grounded in trust and consistency, and that really reflects in the work.
