By Raksha Choubey
Vidula Kanitkar Kothare, the founder of Think Creative AdSolutions, has built her journey on a powerful belief, that every brand carries a unique story waiting to be expressed with clarity and purpose. Driven by a deep passion for creativity and meaningful communication, she stepped into the world of branding at a young age, combining strategic thinking with design to help businesses find their voice. What began as a clear vision soon transformed into a dynamic agency known for its thoughtful approach, where ideas are not just created but carefully shaped to leave a lasting impact.
What initially motivated you to step into the world of branding and start Think Creative AdSolutions?
My journey into branding and advertising began with a simple belief, that every business has a unique story, but not every brand knows how to express it clearly. I’ve always been drawn to creativity, but more importantly, to the impact it can create when combined with the right thinking. For me, it was never just about design; it was about helping people bring their ideas to life, giving their vision a voice, and building something they feel proud of. That continues to drive me every single day.
I was always clear that once I completed my education, I wanted to start my own agency. I worked for two years to gain experience, while also taking on freelance assignments, and then went on to start Think Creative.
What were some of the early challenges you faced, and how did they shape your leadership style?
In the early days, one of the biggest challenges was earning trust. As a young entrepreneur, people often evaluate your experience before recognizing your intent or capability. There were moments of self-doubt, inconsistent workflow, and the pressure of managing everything independently.
However, those phases taught me resilience and patience. I learned to listen carefully, understand client needs deeply, and consistently deliver beyond expectations to build credibility over time. Starting in my early 20s meant wearing multiple hats, from managing finances and hiring talent to guiding the team and bringing out their best.
As a leader, I strongly believe that clarity is everything. I focus on helping my team understand why we are creating something before jumping into how to create it. Once the purpose is clear, execution naturally follows. I also believe in the power of a “one-line brief”, a sharp, simple thought that keeps everyone aligned and focused. Simplicity is not easy, but whether it’s a logo, packaging, or a full campaign, we aim to create everything with purpose.
How have your personal interests influenced your professional journey?
My interests have significantly shaped how I think and work. Music plays a very important role in my life, it has taught me rhythm, flow, and most importantly, emotion. Just like a good track, a brand needs to connect and stay with people. People don’t connect with brands because of what they sell, but because of how those brands make them feel. Not a day goes by without me listening to music or singing.
I also feel deeply connected to nature, which helps me stay grounded and patient. Fitness and physical activity have instilled discipline and consistency, which reflect in my work ethic. Even today, I maintain a handwritten daily to-do list in my diary, something I review at both the start and end of each day.
Leadership, for me, is a combination of all these influences, understanding people, staying patient, and bringing out the best in a team.
How has branding and communication evolved over the years?
Over the years, I’ve seen a clear shift from one-way communication to meaningful conversations. Brands today are no longer talking at people; they are engaging with them. However, I also feel that much of today’s advertising focuses more on pushing messages rather than building trust and long-term relevance.
Digital transformation has changed everything, the speed, platforms, and how content is consumed. Audiences are more aware and selective, which makes authenticity, consistency, and meaningful engagement more important than ever.
One of our key differentiators at Think Creative is hiring only art and design graduates who understand the fundamentals of branding and communication.
AI has become a powerful tool, but for me, it is just an enabler, not the idea itself. The core of branding still lies in human thinking, understanding emotions, culture, and context. While AI enhances speed and efficiency, original thinking is what truly stands out. It hasn’t replaced agencies; it has exposed those that relied only on execution without strong strategic thinking.
Think Creative believes in building brands with purpose and precision.
What makes a brand stand out in today’s competitive market?
Working across diverse industries has been a great advantage, it allows us to bring fresh perspectives and cross-industry learnings. To me, what truly makes a brand stand out comes down to two key elements: clarity and consistency.
Clarity means knowing exactly who you are, what you stand for, and what you want to communicate. When a brand is clear, its message becomes easy to understand and remember.
Consistency is about showing up the same way across every touchpoint, design, tone, messaging, and experience. This repetition builds trust and familiarity over time.
When a brand achieves both, it cuts through the clutter, connects better with people, and remains top of mind.
Why is employer branding crucial today?
One of our biggest success stories has been working with a leading automotive brand in India, managing their internal communication and employer branding for over 15 years, and continuing to do so. This journey has provided invaluable learning.
Today, people don’t just join companies, they choose cultures, values, and experiences. Employer branding is critical because how an organization communicates internally directly shapes its external perception.
A strong employer brand is built from within, through clear communication, transparency, and consistent employee experience. When employees feel informed, valued, and connected, they naturally become the brand’s strongest ambassadors.
To build this effectively, organizations must focus on simple and consistent communication, share authentic stories, and ensure leadership actions align with their words. Trust is built when there is no gap between what a company says and what employees experience.
What advice would you give to aspiring professionals?
As an entrepreneur, a “never give up” attitude has been key to my journey of running Think Creative successfully for over 23 years. Challenges are a daily reality, but what matters is how you stay focused and find the right solutions.
Running a business is not easy, it requires managing multiple responsibilities and staying consistent under pressure.
Our philosophy is simple: Good design gets noticed. Great thinking gets remembered. And I truly believe that success lies in achieving the right balance between both.
Today, Vidula’s journey stands as a testament to resilience, clarity of thought, and the courage to build something meaningful from the ground up. Her approach rooted in simplicity, consistency, and purpose, continues to guide both her work and her team, even as the branding landscape evolves rapidly. By balancing creativity with strong strategic thinking, she has not only sustained her agency for over two decades but also reinforced a timeless belief: while good design may capture attention, it is powerful thinking that truly endures.