Though the name may so suggest, this agency was hardly born out of an act of impulse. In 1981, two childhood friends, Rajiv Joshi and Avinash Joshi, fresh out of college, decided to come together to start an agency of their own. But, and here’s what brought the name Impulse, they decided to function out of Thane in days when starting an agency in that distant suburb (actually a neighbouring district) was unheard of. This action of theirs that was seen as, well, impulsive, and so was born Impulse Advertising.


Rajiv Joshi and Avinash Joshi

Agency: Impulse Advertising Pvt. Ltd.

Inception: 1996

Clients: BMW – Navnit Motors Pvt. Ltd., J. K. Helen Curtis brand, TipTop ,Rambandhu Masale, Park Avenue, Teksons Ltd., Bayer etc.

Location: Mumbai

Head of Agency: Rajiv Joshi and Avinash Joshi



“It was a joke at that time but we thought of ourselves as pioneers,” says Director, Impulse Advertising Pvt. Ltd, Avinash Joshi. They began with a small setup, times were not always easy. Joshi recalls  that the absence of computers and the nascent infrastructure in Thane often saw him make trips all the way to South Mumbai to execute a printing task. Things however started looking up at around 1986 – 87, which was also around the time Impulse received accreditation (1987) and the Thane region started growing and business began picking up for the agency.


The 1990s saw Impulse organise the first professional fashion show in Thane, followed by three more such shows in the following years. Impulse also has to its credit the launch of the BMW car brand in Mumbai through the dealers, Navnit Motors Pvt. Ltd. The agency, however, propelled into the limelight with its campaign for Premium Toiletries under the J.K. Helen Curtis brand, which saw a barrage of products, all launched and advertised at the same time. “That was a unique concept, seven products launched at the same time, it gave us name and recognition,” said Joshi.

What followed was a barrage of clients in the Thane region, particularly in the retail field. Over the years, the agency has worked with clients like Rambandhu Masale, Park Avenue, Teksons Ltd., Bayer etc. TipTop, a leading retail brand in Thane has been with Impulse for almost 27 years.


The agency operates on a very simple philosophy, says Joshi: professional service and creativity, all well supported by a team that delivers. Joshi mentioned that the agency has built a goodwill among clients and publications, and that speaks volumes in itself. “We have never defaulted on any payment and have never been ditched by a client,” he says.

Impulse offers all services under one roof. Currently the agency’s focus is more towards the electronic media, with around 60 per cent of its business coming from the same, the rest being print.

Joshi has great aspirations for the agency. One of them is to grow the agency and make it more visible and strong force to reckon with. As he put it: “My goal is to give Thane a lively agency, and to take this agency to a whole new level altogether.”

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