Talented’s PG Aditiya on Where Advertising Still Feels Alive

PG Aditiya is the Co-Founder and CCO of Talented, one of India’s sharpest and most awarded creative agencies, built on the belief that great work begins with great people.Titles, however, only partly describe his role. His thinking extends well beyond the mechanics of advertising, shaped by a deep reverence for craft, an archival curiosity for its history, and a visible pride in the people behind the work.In this episode of On Second Thought, he reflects on the changing agency model, the thinking behind Talented’s internal handbook, and why talent density - rather than scale has become the organising principle of the company. Drawing on family lore, objects of close affection, and years spent in the business of advertising, he speaks candidly about creative ambition, and how Talented responded to a long-standing need in the market.He also considers the history of advertising and its influence on modern culture, alongside his own journey as a founder.The conversation also covers culture and attention, touching on matcha raves, soft clubbing, and the fragmentation of media and meaning online. Taken together, it is a portrait of a creative leader thinking carefully about what endures and where advertising still feels alive.About Talented:Talented is on a mission to be the greatest creative company in the world. It is an independent creative agency founded in 2022 in Bangalore by Gautam Reghunath and PG Aditiya. The firm has quickly built a reputation for thoughtful, nuanced work for both legacy and modern brands, and has been recognised on the global stage: Talented has won multiple Cannes Lions, including a Silver Lion for its Avani’s Gold campaign for Britannia Marie Gold at the 2025 Cannes Lions International Festival of Creativity, among other metals for work across media and storytelling.