Collective Artists Network, in collaboration with content creator Neel Salekar (aka Just Neel Things), has launched Marathi Minded, a creative agency dedicated to culturally immersive brand communication for Marathi audiences worldwide.
Helmed by Neel, Marathi Minded blends regional insight with the capabilities of a full-service creative agency. More than a traditional agency, it aims to become a digital hub for Marathi pride, creating content that spans history, food, culture, entertainment, music, fashion, and sport. Marathi Minded will work with both homegrown businesses and global brands to deliver strategy-led campaigns tailored for audiences in Maharashtra and across the diaspora.
Dhruv Chitgopekar, Co-founder, Collective Artists Network, said, “With Marathi Minded, we’re shaping a cultural movement powered by authenticity, creativity, and real resonance. Neel represents the new wave of creator-entrepreneurs who understand the pulse of their audience and can translate that into powerful brand narratives. Our work with Dettol is a great example of how national brands can tap into regional energy with heart and relevance. Regional storytelling is not just the future of advertising – it’s the heartbeat of a truly connected India.”
Neel Salekar, Content Creator and Co-founder, Marathi Minded, said, “I’m beyond excited to have partnered with Collective Artists Network to co-create an initiative that truly celebrates the heart of Marathi culture. Being a part of the process from the ground up has been such a learning experience – blending tradition and rooted cultural insights with actionable inputs for brands to talk to Marathi youth. Marathi Minded will be a universe of content, branded communication in a fresh and dynamic pot-boiler of this critical Indian state and its people not only in India but spread across the world.”
The agency’s first campaign is with Dettol—12 Taas Bindaas!, a shift toward hyper-localized messaging that speaks directly to Marathi culture. The word Bindaas captures a carefree, fearless attitude. Whether it’s students navigating Mumbai streets, professionals managing daily demands, or families enjoying festivals, it reflects the Marathi way of life.
The campaign aligns Dettol’s 12-hour protection promise with a lifestyle message—positioning the soap as more than a hygiene product, but a source of everyday confidence.
To ensure authentic representation, Marathi Minded collaborated with four creators from different regions of Maharashtra to produce content around 12 Taas Bindaas!—bringing local voices into the spotlight and making the campaign part of everyday Marathi life.
Kanika Kalra, Regional Marketing Director – Health, South Asia, Reckitt, said, “With 12 Taas Bindaas!, we are excited to take a hyper-local approach that truly resonates with Maharashtra’s vibrant culture. Partnering with Marathi Minded has allowed us to craft a campaign that goes beyond hygiene – it’s about confidence, energy, and living life with a Bindaas spirit. We believe this initiative will strengthen our bond with Marathi consumers in a meaningful way.”
