Agencies have been judged by their campaigns for as long as anyone can remember. The case studies shine, the credentials stack up, and the thinking that shaped them quietly disappears into the background. The industry has celebrated outcomes, but has rarely lingered on the cultural instincts, creative tensions and leadership choices that exist long before a campaign ever sees daylight. In a world obsessed with surface metrics, the people behind the work have often become the invisible story.
The Creative Cut by Marketing Mind has been created to shift that focus. Conceived as a short-format, scroll-native video podcast, the series has moved away from polished narratives and rehearsed talking points to capture agency leadership in a more candid, human register. Designed as a 90-second format, The Creative Cut has stripped away performance to document agency culture, creativity, and point of view in its rawest form.
The first episode has featured Bodhisatwa Dasgupta, founder of The Voice Company which is an advertising agency focused on giving brands and people a clear, honest voice. Working fluidly across sectors and budgets, it values clarity over scale, and adaptability over form.
Here is The Creative Cut’s first conversation with Dasgupta!
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Here are the excerpts from our conversation with Dasgupta
Dasgupta opens with a fundamental clarification about branding. “A brand’s voice has nothing really to do with jingles,” he has said, adding that jingles are only a small part of advertising. “If you talk about brand voice in general, it has many layers. It starts with who the brand is and why it exists in the first place.”
In the conversation, Dasgupta has reflected on why he decided to start The Voice Company after finding himself jobless, choosing to build his own venture rather than take the safer, more conventional route. He has spoken about the strange and surprising moments of building the company, from starting with no employees to realising that brands didn’t mind where the talent came from, as long as the work got done well.
On the sidelines of the shoot, he has also unpacked how brand voices evolve over time. Using Zomato as an example, Dasgupta has traced the shift from meme-heavy red-and-white advertising to the bold, black-and-white “Fuel Your Hustle” language inspired by Nike. “Voice is built over years, not through one commercial or format,” he has explained.
He has argued that brands are now beginning to take ownership of their voice in a way they never did before. “Earlier, brands didn’t honestly care,” he has said, recalling how products once looked and sounded alike. “Now brands understand that staying top of mind means developing a voice people relate to.” Storytelling, he has added, becomes simpler once brands stop categorising themselves. “There is no B2B or D2C. There is only P2P, person to person.”
Fast, honest and deliberately unpolished, The Creative Cut has positioned itself as a space where agencies stop performing and start speaking. Built for young marketers, students and industry professionals alike, the series has documented the thinking that shapes brands long before campaigns go live.
The next episode of The Creative Cut drops on 27 January!
