LIGHTBOX ELEVATES SHALINI AVADHANI AND GAURAV KUMAR AS CHIEF CREATIVE OFFICERS

Godrej Consumer Products has elevated Shalini Avadhani and Gaurav Kumar as chief creative officers of Lightbox, its in-house agency. The duo, instrumental in founding Lightbox in 2023, succeed Swati Bhattacharya. Their appointment signals a deepened commitment to brand‑embedded creativity, with Avadhani emphasising proximity as a driver of sharper creative ambition.  

Godrej Consumer Products has announced the elevation of Shalini Avadhani and Gaurav Kumar as chief creative officers of Lightbox, the company’s in-house creative agency. The move marks a significant leadership transition within the agency, which was set up in 2023 to bring brand storytelling closer to the heart of the organisation.  

Manifest reached out to Avadhani and Kumar to confirm the development, while Kumar also updated his LinkedIn profile with a statement highlighting the new role. Both executives previously served as lead creative strategists at Lightbox and were instrumental in shaping the agency’s foundation and early creative direction. Their elevation follows the exit of Swati Bhattacharya, who stepped down from her role in January 2026.  

The appointment of Avadhani and Kumar underscores Godrej Consumer Products’ confidence in the duo’s ability to steer Lightbox into its next chapter. Having lived through the agency’s formative years, they bring continuity, institutional knowledge and a deep understanding of the brand’s creative ambitions. Their leadership is expected to strengthen Lightbox’s positioning as a hub for integrated storytelling and brand‑embedded creativity.  

Reflecting on the journey, Avadhani said: “When we set up Lightbox in 2023, the bet was simple: proximity to the brand doesn’t dilute creative ambition; it sharpens it. Most agencies get a brand for a campaign cycle. We live inside it: the tensions, the ambitions, the insights that never make it into a brief. The next chapter is about turning that depth into work that cuts through, because the best brand stories are told by the people who’ve moved in with their brands, not just visited them.”  

Her statement captures the ethos behind Lightbox’s creation: an agency designed not as an external partner but as an embedded creative force within the company. By living inside the brand, Avadhani and Kumar aim to harness insights that traditional agencies might overlook, translating them into campaigns that resonate more authentically with consumers.  

The elevation also signals a broader trend in the industry, where in-house creative agencies are increasingly being recognised as strategic assets rather than cost-saving measures. Lightbox’s trajectory reflects this shift, with its leadership now tasked with proving that proximity to the brand can deliver both creative excellence and business impact.  

As chief creative officers, Avadhani and Kumar will be responsible for shaping Lightbox’s creative vision, driving innovation across campaigns, and ensuring that Godrej Consumer Products’ storytelling remains distinctive in a competitive market. Their appointment marks a new phase for Lightbox, one that blends continuity with ambition, and positions the agency to further strengthen its role in the company’s brand journey.