MUMBAI – In a high-stakes move for the Indian advertising landscape, Enormous has announced the appointment of Pankaj Nihalani as the Head of Creative for its Mumbai operations.
Nihalani, a veteran with over 16 years of experience, joins the independent agency after a highly successful tenure as Executive Creative Director at Ogilvy. His arrival, finalized on February 3, 2026, is seen as a strategic reinforcement for Enormous as it scales up to handle increasingly complex, big-ticket brand portfolios.
A Legacy of “Brave Thinking”
Nihalani is widely regarded as an industry “heavyweight” known for combining sharp strategic clarity with bold creative execution. His portfolio features some of the most recognizable campaigns in recent Indian advertising history for a diverse range of market leaders:
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Finance & Infrastructure: Axis Bank, Adani, and Ambuja Cement.
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FMCG & Personal Care: Fogg, Rin, Perfetti, and Pidilite.
His work is particularly noted for its “outsized impact,” using cultural insights to drive massive brand value—a quality Enormous Managing Partner Ashish Khazanchi says adds “serious weight” to the agency’s leadership.
The Multi-Hyphenate Talent
Nihalani’s creative prowess extends far beyond the 30-second TV slot. He is an accomplished storyteller with deep roots in cinematic narrative:
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Award-Winning Screenwriter: In 2024, he bagged the prestigious Best Screenplay and Dialogues award for a feature film.
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Craft-Centric Approach: Known for being “bold and honest,” he has stated that joining Enormous—an agency he has long admired for its energy—is the right move to produce the most impactful work of his career.
The Enormous Next Phase
| Metric | Leadership Brief |
| New Role | Head of Creative (Mumbai) |
| Previous Agency | Ogilvy (Executive Creative Director) |
| Experience | 16+ Years |
| Specialization | Creative Strategy, Storytelling, & Scaling Big Brands |
As brands increasingly move away from predictable celebrity-led ads toward deeper, narrative-driven storytelling, the addition of a talent like Nihalani positions Enormous to capture the “China-plus-one” mentality currently sweeping the creative world—where brands are looking for independent, agile partners who can deliver global-standard results.
