5 Minutes With… Ankita Tobit
Ankita Tobit’s journey across various creative hubs around the world has led her to Mother Berlin, where she’s stepping into the role of creative director.
With a career spanning cities like Delhi, Tokyo, Amsterdam, and London, Ankita’s global insights have shaped her approach to storytelling, making her resonate with younger audiences like gen z in particular.
Speaking to LBB’s Olivia Atkins, she reflects on her transition to Berlin, what excites her most about joining the iconic agency, and why she believes fun and truth are core to creating powerful work.
LBB> Congrats on your new role as creative director at Mother Berlin! What appealed about the role?
Ankita> Thank you so much! It is such a pleasure to be here. When CCO Alex Nowak and MD Amelie Schad talked me through the role, there was no thinking twice. This isn’t a job, it’s an adventure. It’s so rare to be able to enter an iconic agency at its inception. No politics. No egos. No drama. Just great people, good old hard work and a lot of fun.
LBB> And how has the transition to Berlin been for you? Any thoughts on the city's creative energy since you moved there in August?
Ankita> Though Germany may be an industrial country, Berlin is definitely a creative city. This place is exploding with creative energy. The underground culture here is so unique and it influences mainstream culture in so many ways. Artists across disciplines have a special place in their hearts for Berlin and having lived here for a month, it’s easy to see why. It’s raw and real and I feel very lucky to be here at this moment.
LBB> You've had the opportunity to work internationally throughout your career, with stints in Delhi, Tokyo, Amsterdam, London, and now Berlin. How has this extensive travel influenced your creative perspective?
Ankita> The most beautiful thing I’ve learnt over my journey is that there may be a lot of things that separate us as people, but there are a lot more things that connect us as humans. If you can find a human insight and then fill it with the unique local flavour of a place with nuance, you have a winning recipe.
LBB> What do you do to stay creatively inspired and grounded?
Ankita> It’s impossible to lose inspiration when there’s a whole wide world out there. I love learning new things, meeting new people, experiencing new things but most of all I love to enjoy life. It’s so easy to be creative when you’re having fun. With regards to staying grounded, as the saying goes: “The more I learn, the less I know."
LBB> You've earned recognition for provocative and socially-minded campaigns like Revolut's ‘Your Way In’ (Wieden + Kennedy London, 2022) and the award-winning Desperados' ‘Rave to Save’ (We Are Pi, 2023) – what do you enjoy most about creating campaigns that resonate with gen z audiences?
Ankita> Gen z is the first generation to be born in the age of the internet. This easy access to information has made them a far more sceptical audience than previous generations. They don’t blindly believe what brands tell them. They want brands to live their truth. As a big believer in the importance of truth in the age of fake news, it has been a joy to create work for an audience as well-informed as gen z.
LBB> Did you always know that you wanted to work in advertising and what do you love most about the industry?
Ankita> When I graduated from university with a BA in Psychology, Economics and English, advertising seemed like the perfect place to combine those three disciplines, and soon, I fell in love with the job, on the job because no two days in the office are ever the same.
LBB> Lastly, what excites you most about joining the team at Mother Berlin?
Ankita> It was the people for me. Everyone values and supports each other within our doors, and in a time where most employees feel like they are just a number on a sheet to companies, it was a beautiful surprise to realise that an agency doesn’t have to function this way. I look forward to contributing in building a really special agency that not only provides exemplary creative services to clients around the globe, but also prioritises all the people that bring the work to life.
