CHANDNI SHAH SETS SELECTIVE GROWTH AGENDA AS CEO OF KINNECT AND 22FEET TRIBAL

Chandni Shah has assumed the role of CEO at Kinnect and 22feet Tribal, outlining a deliberate shift in growth strategy. The agencies will limit new business to five clients this year, focusing on long-term partnerships, meaningful brand impact and sustainable expansion rather than rapid client acquisition through frequent pitching.

Chandni Shah has taken charge as Chief Executive Officer of Kinnect and 22feet Tribal, signalling a strategic shift in how the agencies plan to pursue growth and client partnerships in the coming year. In her first major announcement after stepping into the role, Shah revealed that the agencies will significantly limit new client acquisitions, onboarding only five new brands this year.

The decision, which she shared in a LinkedIn post, marks a departure from the rapid client acquisition model that has long characterised the advertising and digital marketing industry. Shah emphasised that the move is rooted in her belief that sustainable growth is defined not by speed but by the quality and longevity of partnerships built along the way.

“I’ve always believed that how you grow matters more than how fast you grow,” Shah wrote, explaining the rationale behind the decision. She also made it clear that the agencies intend to move away from the cycle of constant competitive pitching that often dominates the business landscape. “I’m done with serial pitching,” she said.

According to Shah, the decision to cap new client additions reflects a conscious effort to prioritise long-term brand building over short-term wins. By limiting the number of new partnerships, the agencies aim to invest deeper attention and resources into the brands they choose to work with, ensuring that the collaboration produces measurable business outcomes.

She explained that selectivity will play a key role in this new phase. The agencies plan to be deliberate about the brands they partner with, seeking relationships that align with their long-term vision and creative philosophy. “We believe in long-term brand building, and so want to be extremely mindful of who we partner with,” Shah noted in her post.

The shift is intended to strengthen the agencies’ ability to deliver tangible impact for clients, positioning creativity not merely as a communication tool but as a driver of business growth. Shah described the goal as ensuring that creative thinking becomes a “business multiplier” for the brands the agencies serve.

Equally important, she said, is the depth of commitment once a partnership begins. Rather than managing a large portfolio of accounts with limited engagement, the agencies intend to fully immerse themselves in the success of each client they bring on board. “And once we bring them onboard, we go all in. All heart,” she wrote, highlighting the culture of dedication she hopes to reinforce across the organisation.

While the announcement may appear to suggest a more cautious pace of expansion, Shah was quick to clarify that the strategy should not be interpreted as a retreat from growth ambitions. Instead, she described it as an effort to safeguard the quality and sustainability of the agencies’ progress.

“This isn’t about trading growth,” she explained. “We remain deeply ambitious about what we want to achieve this year. But we’re equally committed to protecting the kind of growth that lasts.”

Her comments underline a broader industry conversation about the pressures of constant pitching, rapid scaling and client churn, which many agencies have increasingly begun to question. By choosing to limit new business opportunities, Shah appears to be positioning Kinnect and 22feet Tribal around a model that prioritises strategic collaboration and deeper creative partnerships.

The philosophy also reflects Shah’s own entrepreneurial journey. She founded Kinnect at the age of 22 alongside partner Rohan Mehta, building it from a startup into a major digital marketing agency with a workforce of more than 500 professionals. Over the years, the company expanded its presence across Mumbai, Delhi and Bengaluru and established itself as a full-service digital marketing firm.

Kinnect later became part of the FCB Group India, which operates under the global Interpublic Group (IPG) network, further strengthening its position within the broader advertising ecosystem.

Before assuming the CEO role, Shah served as the agency’s Chief Operating Officer, playing a central role in scaling the organisation’s operations, talent base and client portfolio. Her transition to chief executive now places her in charge of shaping the next phase of the agencies’ strategic direction.

By placing deliberate limits on new client acquisitions, Shah is seeking to reinforce a philosophy that prioritises meaningful impact over numerical growth. As she summarised in her announcement, the goal is not to simply accumulate brand names in presentations but to ensure that the agencies’ work produces genuine transformation for the businesses they partner with.