TAKES was built on a simple idea: that the best creative work comes from understanding a brand deeply before touching it.
Origin Story
Tej, tell us about the first moment things clicked, and how did that shape TAKES today?
We were always shooting campaigns, but the moment things truly clicked was Westside, one of our first big production shoots.
What made it different was the freedom. They gave us the space to bring our own perspective, our own ideas, and we ran with it. Two season campaigns and a festive campaign later, we had found something we hadn’t quite articulated before, a voice.
Bridging the gap between a brand that’s been there for decades and us being a young studio, was one of the most formative experiences we’ve had. It taught us that trust between a brand and its agency is everything, and that the best work happens when both sides are willing to take the leap together.
That project shaped how TAKES approaches every brief today. Every project is a new lesson. Every campaign is a new beginning. And we intend to keep it that way.
Yash, tell us about one of your biggest early mistakes?
We underestimated structure and financial discipline. That experience made one thing clear: this is a people-first business, and strong systems are non-negotiable.
What does a “holistic approach” actually mean according to you, Dharm?
We don’t jump to execution. We start by deeply understanding the problem, then build tailored solutions such as strategy, storytelling, and visuals that are specific to the brand.
Defining TAKES
How would you describe collectively TAKES in one line?
A creative house that builds brands through storytelling, strategy, and execution.
Standing Out Today
What makes a brand story cut through the noise?
– DHARM
Authenticity is a strategic advantage. Audiences are highly attuned to what’s real, so the brands that win are the ones that build a clear, consistent voice early and protect it as they scale. Growth shouldn’t dilute identity; it should reinforce it.
Creative Process
A moment that changed how you work?
– YASH
Working with PHAB, a protein snacking brand made us rethink everything. It reinforced how critical pre-production is.
Partnerships
Non-negotiables in collaborations?
–TEJ
Structure. Clear roles, expectations, and accountability; without that, creativity falls apart.
Building a Network
How do you build a valuable network?
–YASH
Build wide, but invest narrow. Use your broader network as a discovery layer, then double down on relationships where there’s clear alignment of shared taste, mutual value, and long-term upside. A valuable network isn’t measured by access, but by how often it compounds into meaningful opportunities.
Ambition
Tell us about your Dream project collectively?
Dream project is to build a creative studio that becomes the go-to name for iconic ad films, working with the world’s finest luxury brands and culturally defining names like Nike at the highest level of craft and intention.
But Takes studio isn’t just a production house. It’s a platform. One that uses powerful brand partnerships to also spotlight and elevate the talent we work with – artists, directors, performers, creators, helping them grow alongside the campaigns they’re part of.
The vision is a studio where great work and great people rise together.
The Industry
What does India’s creative industry still need?
–TEJ
Better representation, stronger tech adoption, and more willingness to experiment.
The Road Ahead
Where do you want TAKES Studio to be in five years, creatively, culturally, and as a business?
- Culturally: Build and scale original IPs with What’s your take and Emerging Takes – TEJ
- Business & Creative: Evolve from an execution-first studio into a strategic partner, expanding into talent management while embedding ourselves earlier in the process, so we’re shaping brand thinking end-to-end, from strategy to execution, not just being brought in to shoot. – DHARM AND YASH