01 · ABOUT
We were built for the way marketing actually works now.
Brands today don't live in a single channel. A customer might first hear about you on a TV spot, see you again in a hoarding on the way home, search you on Google that night, find a creator review the next morning, and finally walk into a mall activation on the weekend. If five different agencies are running those five touchpoints, the brand fractures. Salt N Pepper exists so that doesn't happen.
Our point of view.
Integrated isn't a tagline — it's an operating model. We don't have a digital team that hands off to a BTL team that hands off to a PR team. We have one team that plans across all of them from the brief stage, so the creative, the media plan, the activation calendar and the PR push all carry the same idea forward.
We think like strategists, build like creatives and measure like performance marketers. The strategy decks have spreadsheets in them. The creative reviews have media plans in them. The activation reports have CRM data in them. We treat marketing as a single discipline with nine instruments — not nine industries that occasionally talk.
And we measure everything. Every campaign reports back to a real-time dashboard with the metrics the client actually cares about. CPC, CPL, CPA, ROAS, footfall, share of voice, sentiment — whatever moves the business. If a channel isn't moving the number, we cut it.
How we work.
Discover.
Brand audit, competitive landscape, customer journey mapping, primary insight gathering. We finish discovery with a single document everyone can disagree with before any creative is made.
Frame.
Positioning, architecture, segmentation, channel-mix rationale, success metrics. The frame is the contract between us and the brand for the year.
Build.
Creative, media, activation, PR, MarTech — all building in parallel, all referencing the same frame. Nothing ships without integrated review.
Measure.
Real-time dashboards, weekly MIS, monthly business reviews. Nothing carries over to next quarter without a number defending it.
Where we come from.
Salt N Pepper was founded in 2015. For most of the decade since, we've operated as a specialist execution partner to some of India's largest marketing and PR agencies — delivering campaigns for tourism boards, hospitality chains, FMCG brands, BFSI players and OTT platforms across India and 168 countries. Tens of millions of media impressions. Thousands of registrations. Hundreds of press placements. Most of it credited to the lead agencies that brought us in.
In 2025, we crossed a threshold. Our team, our MarTech stack and our integrated capability had outgrown the sub-agency model. Salt N Pepper now works directly with brands, end-to-end, as a 360° integrated agency in our own right. The agency you see on this site has the muscle memory of a decade of execution behind it — and a clean canvas to build a public portfolio of our own.
What makes us hard to copy.
A decade of pan-India activation muscle.
Mall, retail, sampling, trade, RWA, college, corporate park, airport. Tier 1 to Tier 3. The kind of feet-on-the-ground capability that takes ten years to build and a competitor can't fake with a deck.
MarTech built into planning.
WhatsApp Business at scale (94%+ open rates), geo-fencing down to pincode and building level, AI chatbots and CRM integration. Not separate products — the infrastructure under every campaign.
Sector range without sector dilution.
BFSI, FMCG, technology, tourism, healthcare, education, retail. Each handled by a team that has lived in the category long enough to spot what's actually a category insight versus a brand insight.
About us.
Salt N Pepper was established in 2015 in New Delhi, India. We've been operating in the integrated marketing space for over a decade.
For most of our first decade, we executed campaigns as a specialist partner to lead agencies, with confidentiality clauses on public attribution. We anonymize past work to honour those agreements. References are available on request, under NDA.
We are intentionally lean at the core and scale specialist teams against the brief. Activation, production and creator-marketing functions ramp up with dedicated talent for the duration of a campaign and ramp back down — so clients pay for the team they actually need.
Both. Our past work spans category leaders and emerging brands. The work scales — the standards don't.
All four, plus activations, experiential and MarTech. The term we use is integrated, because each function is a part of the same delivery — not a separate retainer.
Let's add some spice.
Tell us what you're trying to build, launch, scale or reinvent.