Mumbai, Sep 03: While the rest of the industry is calling employees back to their desks, Creativefuel is doing the opposite: it’s setting them free.
The creative agency and holding company, with a 400+ strong workforce across Mumbai, Indore and Gurugram, has moved to a fully remote working model. There is no mandatory office requirement and no location requirement. Employees can work from their home city, another city, or wherever they choose, as long as the work gets done.
The shift wasn’t triggered by a single moment. Instead, Creativefuel noticed a pattern over time: people were losing real hours every day to commuting, while others were having to uproot themselves and relocate cities simply to take a job with the company.
“An average Mumbaikar spends 1.5 to 2 hours a day commuting,” said Nikhil Sukhramani , Co – Founder , Creativefuel. “That’s time we’d rather give back to our people for their families, their health, their lives outside work.”
The company wanted to remove that friction altogether.
“Once we looked at it closely, going fully remote was the obvious answer not just for the people already with us, but for the talent we hadn’t been able to reach before, in cities like Bangalore, Hyderabad and beyond,” said Sukhramani.
The move also changes how Creativefuel approaches hiring. With location no longer a requirement, the company can hire based on capability rather than proximity, opening its talent pool to people who may previously have been unable or unwilling to relocate.
And Creativefuel says the work hasn’t slowed down.
Its team is now fully distributed, working from wherever suits them best. At the same time, the company’s creative work has continued to receive recognition, with recent wins at Good Ads Matter, The Mommys and AFAQS Digies, across categories spanning storytelling, digital craft and social-first campaigns.
The announcement follows a guerrilla billboard campaign the agency placed directly opposite a rival agency’s office in Bengaluru, turning its remote-first philosophy into a public recruitment statement.
The campaign was an extension of the company’s larger point: where people work should matter less than what they create.