Two founders. One rule: results, not reports.

Vinit leads client strategy and performance marketing at Independent Agency. He started managing ad accounts in college, learning the hard way — burning his own small budgets on Facebook ads before he ever managed a client's rupee. That early experience of watching money disappear with nothing to show for it is exactly why he's obsessive about attribution today: every campaign has to explain itself in numbers, not adjectives.

Before co-founding Independent Agency, he spent time auditing marketing spend for local businesses across Lucknow and noticed the same pattern everywhere — agencies charging retainers for "brand awareness" while owners couldn't tell you their actual cost per customer. That gap became the founding thesis for this agency: if you can't measure it, you shouldn't be billing for it.

Vinit now leads the discovery and strategy phase for every new client, personally reviewing account structures before a single rupee of ad spend goes live, and stays hands-on with the highest-spend accounts throughout the engagement.

Sudhanshu leads branding, web development and the technical backbone that makes every campaign trackable. He came from a product design background, building interfaces for early-stage startups before realising most small businesses in Tier-2 India were being sold websites that looked fine in a pitch deck and converted nobody in real life.

His approach treats a website the same way a product team treats an app — as something that should be measured, tested and iterated, not delivered once and forgotten. He personally reviews every site's Core Web Vitals, tracking setup and mobile experience before it ships, because a beautiful homepage that loads slowly on a ₹10,000 Android phone is a beautiful homepage nobody in Lucknow will ever see load.

Sudhanshu also owns the technical SEO and schema architecture behind every client site — the unglamorous plumbing work that determines whether Google (and increasingly, AI search tools) can actually understand and recommend a business.