Collective Artists Network and Neel Salekar partner to launch Marathi Minded

Mumbai: Collective Artists Network, in collaboration with content creator Neel Salekar (AKA Just Neel Things), has announced the launch of Marathi Minded – a creative agency dedicated to culturally immersive brand communication for Marathi audiences globally.

With 2.9 million Instagram followers, Salekar brings his cultural insights to the forefront of brand storytelling as he helms Marathi Minded.

The agency launched its first major campaign – Dettol’s ‘12 Taas Bindaas!’. This marks a strategic shift for Dettol India, embracing hyper-localised storytelling to deepen its connection with consumers in Maharashtra.

Kanika Kalra, Regional Marketing Director – Health, South Asia, Reckitt, commented, “With ‘12 Taas Bindaas!’, we are excited to take a hyper-local approach that truly resonates with Maharashtra’s vibrant culture. We believe this initiative will strengthen our bond with Marathi consumers in a meaningful way."

Dhruv Chitgopekar, Co-Founder, Collective Artists Network, said, “With Marathi Minded, we’re shaping a cultural movement powered by authenticity, creativity, and real resonance. Salekar represents the new wave of creator-entrepreneurs who understand the pulse of their audience and can translate that into powerful brand narratives. Our work with Dettol is a great example of how national brands can tap into regional energy with heart and relevance. Regional storytelling is not just the future of advertising – it’s the heartbeat of a truly connected India."

Salekar expressed, “I’m excited to have partnered with Collective Artists Network to co-create an initiative celebrating Marathi culture. Marathi Minded will be a universe of content, branded communication in a fresh and dynamic pot-boiler of this critical Indian state and its people not only in India but spread across the world.”

Marathi Minded also collaborated with four content creators from different regions of Maharashtra to create culturally resonant content around ‘12 Taas Bindaas!’.