NEHA MEWAWALLA
CO-FOUNDER & CREATIVE
Located in Bombay, IN
Building in the Middle
My Best Project - 2025
IN A WORLD THAT MEASURES PLAYS,
TELL STORIES THAT MAKE PEOPLE PAUSE
PATTERN+DISRUPTION
The brain doesn't remember normal. It remembers erratic. Pattern disruption creates memory. Every touchpoint is an opportunity for deliberate disruption. Making the unpredictable feel inevitable in hindsight while foreseeing how someone will feel before they feel it. Putting yourself in someone else's phenomenological experience.
The Shadow Work
Creativity has a shadow most don't acknowledge. Perfectionism that privileges polish over publication. Single-track intensity that demands depth when time is fragmented. Outcome obsession that makes process invisible. My best work is languished unseen because I conflated excellence with flawlessness. But what is creativity if no one experiences it? Creativity isn't the input. It's the exchange. Without transmission, it's private meditation. This website is my response to that shadow. Not because the work is finally perfect, hehe it never will be. But because I'm choosing transmission over perfection. Progress over polish. Making visible what I've kept sequestered because it wasn't ready, because it needed one more iteration, because I wasn't certain it would hold. The work here spans strategy, creative, production. integration as methodology, not convenience. But more importantly, it shows I'm learning to let go. To privilege posterity over anxiety. To accept that making work public while still learning is how you actually learn. Imperfect, iterative, still being built. Like everything I'm constructing in the middle.
CO-FOUNDER ◍ CREATIVE ◍ DIRECTOR ◍ CCO ◍ ARTIST
Intuitive, Intentional, Integrated
I'm not the most creatively facile person in the world. I know that. But I understand how creativity actually operates, and that changes everything. Creativity isn't magic. It's research, application, and method. Working with me is comfortable, perhaps an obscured way to put it. But I'm comfortable in chaos, and chaos is comfortable in me. I thrive on human experiences (both lived and those lived vicariously through others), which makes me intrigued, intuitive, intentional, insightful, and integrated. This isn't just how I build campaigns. It's how I structure my work. Raise my daughter. Build brands. Creativity is how I operate. Integration is how I think.
Wife + XWife
I co-founded Wife (an award winning-creative agency in India) in 2016. The industry taught me specialization, I learned integration instead. XWife lives because pattern disruption applies to culture, not just commerce.
Wife is integration as methodology. Strategy, advertising, creative, films, campaigns, design all living in one home or let's just say office. All of this is proof that creativity applied everywhere compounds into something the industry doesn't have a category for yet.
Showreel – 2024
Hearsay
My work will outlast me. That's the point. Succession isn't something you plan when you're ready to leave. It's something you work towards from the beginning so the work compounds beyond your direct sphere of influence.
My first interaction with Neha was at a pitch when I was CEO at Yahoo. She and her team presented to us campaign ideas for our next big thing on Yahoo Cricket. They won the pitch, not to my surprise. From there on seeing Neha grow her team at Wife has been an impeccable journey to say the least. Having seen her very closely build together an integrated full-service agency at such a young age seemed unbelievable, However that didn’t stop the way she has carefully grown, led from the front yet knew each detail of the back-end, created big pictures yet was aware of every small piece that was being used to create it. It’s been 8 years since I've seen her embark on this journey, but each time it feels she has the energy that it’s just begun. Today Wife works closely with Quora India, and they’ve been part of our many firsts. I trust her. Her brands trust her. Her team trusts her. And trust, maybe underrated, but definitely most important to build anything big together and drive growth.
From being her reporting manager to now being the face of a brand that she’s an integral part of. I have seen Neha’s transformation into an entrepreneur with awe. With the courage to throw herself into the complex world of running her own set up, Neha and her company have gone on to do some stunning, high-quality work, built a voice which is distinct in the industry and a body of work which stands out and is worthy of being proud of.
Neha is a bold and fearless young professional, she is independent in her thought process and has achieved what very few at this age do. Her creative and relentless efforts to perfect every task at hand have made her a force to reckon with. To start an agency at such a young age and to thrive years after despite the pressures of the pandemic and lockdown, is not only noteworthy but also commendable. She is ambitious and I feel will do very well in the future. I am very proud of her achievements. I wish her all the very best.
Awards + Press Mentions
At Wife, our mission is to empower your business through innovative design and strategic solutions. We strive to push the boundaries of creativity and functionality.
Modern designers are quashing the notion of workspaces as boring and dull by making optimum use of natural light, bright colours and timeless materials. The cool quotient comes with amenities like pow...
Forbes
Authored by Neha Mewawalla, Co-founder of Husband.
AdGully
Harry and Sally, Hamlet and Ophelia, Elizabeth and Darcy, just some classic infamously famous love-hate relationships we’ve heard of over the years. Another classic that is unmentioned amongst these charming romances is the one shared between Agencies and Clients. They can’t live without each other and sometimes can’t even with.
Agency Reporter
Neha Mewawalla and Ankur Chaturvedi of creative agency Wife articulate an offbeat workspace in Aram Nagar, Versova, that embraces diversity of aesthetics.