We recently had the privilege of interviewing Syam Manohar, Chief Creative Officer, and Sunil Damodar, Chief Executive Officer at Sutra, a hybrid communications agency. The duo started Sutra with a vision to build a space where storytelling meets strategy, and every idea is rooted in genuine emotion and brand purpose.
Today, the agency has successfully blended traditional advertising, digital, media, and production to meet the evolving needs of modern communication. With a team of specialists at Sutra, Syam and Sunil empower their clients by offering holistic communications expertise.
Spark Behind the Journey
We began by asking, “What inspired the two of you to establish your company, and what shared vision or motivation initially brought this partnership together?”
They replied:
“We founded Sutra with a shared conviction — that belief is the spark that fuels great brands. From day one, our mission was to ‘work with brands and support them to succeed.’ That was our shared passion.
Our background combines both creative and strategic roots, having worked across agencies and brands. But we felt constrained because creativity too often became decorative rather than directional.
We wanted to create a space where storytelling meets strategy, where each idea is grounded in genuine emotion and brand purpose. So, we joined forces to create a hybrid communications agency — a bridge between art and business — committed to integrity, imagination, and measurable impact.”
Defining Moments Shaping the Founders’ Journey
Curious about the experiences that shaped their path, we asked, “Can you describe a defining moment or key influence that shaped the direction and purpose of your organization?”
They shared:
“Our defining moment came early when our very first client chose to stay with us — and continues to be with us even after more than 15 years. That trust validated our belief that relationships built on transparency and creative integrity last far longer than trends.
It shaped Sutra’s philosophy: to approach every brief not as a transaction, but as a partnership. That mindset made us who we are — a company that values belief over buzzwords, consistency over chaos, and long-term trust over short-term wins.”
Navigating Through Challenges
Every business faces challenges. We asked, “What has been one significant challenge your company has encountered, and how did both of you work together to overcome it?”
They explained:
“Our biggest challenge in the early years was scaling creativity without losing authenticity. As our work expanded across industries and markets, it became crucial to preserve the personal attention and creative quality that defined us.
We overcame this by building a culture that empowers people — hiring passionate talent, giving them ownership, and ensuring our processes remain fluid and human.
We consciously avoided becoming corporate or mechanical. Instead, we built Sutra as a collective of believers — people who see creativity not as a department, but as a way of thinking.”
Staying Ahead of the Curve
We then asked, “How do you see your industry evolving over the next 3–5 years, and how is your company preparing to stay ahead of those changes?”
“The next few years will reshape creativity as we know it. We’ll see AI, technology, data, and emotion converge to create experiences — not just campaigns.
At Sutra, we’re evolving into a hybrid creative-tech ecosystem where human insight meets intelligent automation. We’re investing in AI-driven design, immersive storytelling, and adaptive content systems.
But through it all, we remain clear about one thing: technology can enhance creativity — but never replace the human heart that drives it.”
Impact of AI at Sutra
To understand the role of emerging technologies, we asked about the impact of AI in Sutra’s operations and services.
“AI is already a creative partner at Sutra. From concept visualization and campaign ideation to real-time content generation, we use it as an enabler, not a replacement.
It helps us imagine faster, deeper, and at a scale that wasn’t possible before. But the meaning, the emotion, the insight — the ‘why’ behind every idea — still comes from people. Machines can assist, but only human empathy can connect. That balance is at the core of how we use technology at Sutra.”
Values at the Root of Sutra
We next asked, “What are the core values or guiding principles that drive your company’s culture and decision-making process?”
“Our guiding principles are simple and non-negotiable: creativity, integrity, collaboration, and evolution. Recently, we’ve embraced a new mantra — ‘Yad Bhavan, Tadh Bhavati’, which means ‘You become what you believe.’
Every decision at Sutra, from a design choice to a business partnership, must align with these values. We believe in doing the right thing even when it’s not the easiest, in staying curious and never complacent, and in ensuring every piece of work adds meaning — not noise — to the world.
These aren’t just words on our wall; they’re the standards we hold ourselves to every day.”
Collaborative Leadership — How It Works
To understand their leadership dynamic, we asked, “How would you describe your collaborative leadership style? How do your individual strengths complement each other in guiding the business forward?”
“Our partnership works because we are different but driven by the same fire. One brings structure, foresight, and strategy; the other brings intuition, instinct, and creative process.
Together, we balance vision with execution, art with order. Our discussions are often debates — but always guided by one question: What’s best for the idea? That shared commitment keeps us aligned, grounded, and growing.”
Long-Term Aspirations for Sutra
We also asked the founders to share their long-term aspirations for the company and the strategies to achieve them.
“Our long-term vision is to make Sutra one of the most respected creative powerhouses from this region — not just for the beauty of our work, but for the integrity behind it.
We’re expanding into AI-content labs, immersive brand worlds, and strategic consulting — building the next generation of brand experiences where creativity, data, and technology intersect.
But we’re equally focused on nurturing what built us: the craft, curiosity, and culture that make Sutra human.”
Building a Strong Legacy
Finally, we asked, “What message or legacy do you hope your company and partnership will leave within your industry or community?”
“We hope Sutra stands as proof that creativity and conscience can coexist — that it’s possible to build success without losing soul.
We believe that when you keep the client’s interest at heart, you build long and meaningful relationships. If our journey leaves anything behind, let it be this: that belief matters.
That imagination, when guided by purpose, can change how the world communicates. And when creativity serves humanity — not just commerce — it creates something truly timeless.”
Connect with Syam Manohar and Sunil Damodar on LinkedIn to gain industry insights.
Find Sutra on LinkedIn and visit http://www.sutraworld.com/ to learn more.
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