People make people. Stronger. Bolder. Happier.
In a world where hustle culture is often glorified and burnout worn as a badge of honour, Toki enters the scene with a refreshing philosophy: People Make People. And what could be more powerful than people coming together to create something good?
Born from a place of love for the craft, and the people who create it, Toki positions itself as a new-age creative collective based in Kochi that’s here to ‘uncomplicate advertising’ and help creative people simply do what they do best. The primary focus for Toki will be letting people come together to do meaningful work for the brands they believe in.
The team mentioned that at Toki, everyone gets involved in everything, not because it’s expected, but because true creative thinking doesn’t happen in silos. The team believes that great work is a product of mutual respect, trust, and open collaboration, not titles or traditional structures.
The Founding Partners, Anjo Jose Kandathil and Nigil Raj come with years of experience working in network agencies. Anjo has 16 years of experience in the industry and was heading creative for Dentsu in Chennai and Kochi in his previous stint. Nigil has over 13 years of experience in advertising working with some national and international brands.
Toki’s founding partners shared their thoughts on being asked about what led to the creation of Toki, “Advertising is probably the simplest of jobs people complicate. You bring a product or service. You have a USP. Our job is only to tell a story. Why do we need 250 slides and 25 meetings to arrive at something striking?”
On being asked about Toki’s future ambitions, they added “Happy people create good work. So we are starting from there. People first.”
With a clear vision and a commitment to doing things differently, Toki is set to ‘uncomplicate advertising’ for all and make creative folks remember why they fell in love with advertising in the first place. Having said that, the team acknowledges that they’re still evolving, learning, and figuring things out along the way. By putting people at the heart of everything, the collective aims to build not just good campaigns, but a healthier, more human way of working. In a world constantly chasing the next big thing, Toki chooses to create with intention, integrity, and above all, with people.
