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From Group Chairman to Global Committees, Joe’s career was a corporate greatest hits album. But then he went indie and launched Tilt because empires are fun to build, but more fun to challenge.

He’s the Founder who brings experience with just the right amount of sarcasm.

Also a die-hard Liverpool fan; because surviving Liverpool’s ups and downs is the ultimate training for advertising.

After more than 25 uninterrupted years, Joe resigned from Lintas as the Group Chairman & CEO for India, the Regional President for South & Southeast Asia and a Global Management Committee member of the MullenLowe Group network. An out and out practioner, he has been double hatting business and strategic planning roles right through. Joe founded Tilt with the vision of contemporizing brand custodianship for the changing consumer, the changing marketplace, and the changing needs of marketers today.

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25 years of decoding what people say – and what they really mean.

From Paris to Pune, Europe to India, always asking “But why?” until someone admits the truth.

At Tilt, Gulshan is the compass who points strategy in the right direction.

Basically, if brands had Google Maps, he’d be the voice telling you to “recalculate.”

And when he’s not questioning everything, he’s cranking up Iron Maiden always leading strategy with The Trooper spirit.

Gulshan brings a wide breadth of experience, having spent almost 25 years across research, consulting and strategic planning, covering India, the Middle East and Europe, for clients including Britannia, GSK, GM, Licious, Livspace, M&M, MakeMyTrip, Marico, Mondelez, Myntra, Nestle, Nivea, P&G, Swiggy, Tanishq and Tata Tea. Gulshan has an MBA from HEC Paris, specialising in Strategy and Growth.

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A Marwari born in Nepal, who’s embraced Bangalore so fully he might as well be the city’s unofficial mascot.
As Chief Creative Officer at Tilt, he leads with heart, craft, and a restless eye for what’s next.
As an Arsenal fan, he’s learned that brilliance doesn’t always come with trophies. Luckily, in advertising, it often does.
And when he’s not making ads, he’s busy collecting cringe memes like they’re creative awards.

After spending a decade with Lowe Lintas where he created some of the most memorable work on Tanishq, Paper Boat, Flipkart, Britannia and Fastrack, Adarsh joined Tilt pretty much from the very beginning. Here too, he has put out some of Tilt’s best work - Dream11, Livspace, Myntra, Licious, Swiggy, Groww, Shopsy, Ultratech, Santoor, PhonePe among others. Besides his obvious creative brilliance, resilience and optimism have been his other notable traits, best reflected in the fact that he has been an unflinching Arsenal fan for 25 years now.

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Michelle has a distinct appreciation for fine stationery – a testament to her meticulous eye for detail and refined personal style. Her workspace is often adorned with fresh flowers, echoing the warmth and vibrancy she brings to every setting. With a fondness for lively ’90s disco beats, a love for page-turning reads, a curious palate for all things culinary, and an enduring soft spot for dogs, Michelle embodies a dynamic spirit, a thoughtful nature, and a wholehearted presence in everything she does.

Over more than 2 decades, Michelle has led organization and culture building and business-led HR practices – starting with the Coca Cola Company, and then in the MullenLowe Lintas Group, where she headed the HR function for over 10 years as the Group Chief Human Resources Officer and a member of the Managing Committee.