SCIENCE
Research, strategy, behaviour and culture find what is true.
FIND THE TRUTHEvery good idea
begins with a bit of
chaos.
A film. A logo. A launch. A whole new direction.
Different briefs. Their own ambitions, audiences, opinions and deadlines.
the chaos
AMBITION ✦ WHAT IF? ✦ AUDIENCE ✦ BUDGET ✦ BY WHEN? ✦ CULTURE ✦ DEADLINES ✦ AMBITION ✦ WHAT IF? ✦ AUDIENCE ✦ BUDGET ✦ BY WHEN? ✦ CULTURE ✦ DEADLINES ✦
01 / HOW WE THINK
How do we calculate this chaos?
We bring science, art and commerce into the same conversation. We question, connect and reframe until the possibilities find a purpose.
ART
Ideas, storytelling, design and craft make people care.
MAKE PEOPLE CARECOMMERCE
Business ambition and market reality decide what needs to move.
MOVE THE BUSINESSThree forces. One useful collision.
When the three collide, the chaos gains direction.
The proof is in the work.
The proof is in the work.
02 / THE PROOFChaos.
Chaos.
Properly calculated.
The thinking, put to work. Nine different assignments. Full case studies coming soon.
Campaigns & Films01
Havmor
An 80-year-old ice-cream brand wanted to modernise its appeal while putting the product centre stage. We turned its rich, creamy product experience into a platform: Havmor. It’s That Good.
Packaging & Launch02
Britannia
Across naming, positioning, packaging and launch thinking, we help Britannia introduce new products with a distinctive proposition. An ongoing partnership spanning cakes, croissants, biscuits and nutrition.
Strategy & Films03
Mobex
For a refurbished-electronics business, reassuring buyers comes first. We explored their doubts and ambitions, then shaped communication that made choosing a refurbished smartphone feel credible, reliable and smart.
Brand Creation04
Lurniq
Lurniq uses AI to help companies train their people. Our branding work helped give this learning-technology business a clear identity around a practical ambition: making internal training work better.
Naming & Branding05
Eezily
Eezily is a proptech platform helping brokers make the journey between agents and customers easier. We created its name, identity and launch communication around one reassuring promise: Ho jayega, Eezily.
Corporate Branding06
DevX
A growing coworking business needed a consistent identity as it expanded into more spaces. Our corporate branding work helped DevX present itself as one connected brand across locations.
Summer Campaign07
Arvind Mills
Known for its textile-manufacturing credentials, Arvind wanted to connect with younger audiences as a fashion brand. Breathe, our summer campaign, brought that ambition to life through a lighter, less hurried way of living.
Social Impact08
Humane World for Animals
Animal welfare begins with how people think and act. Our posters gave animals a voice, challenging irresponsible buying, breeding and abandonment while asking people to take the commitment of care seriously.
Ideas Nobody Asked For09
One-offs
Standalone ads, proactive thoughts and creative experiments sparked by something we noticed, questioned or couldn’t leave alone. Sometimes a single execution is all an idea needs.
More work, and the thinking behind it, coming soon.
03 / THE PEOPLE
Different chaos. Different minds.
Mitul Shah
Founder & CCOLondon beginnings at TBWA, DDB and JWT. Later, Executive Creative Director at JWT Middle East.
Experience with Nike, Nestlé, KitKat, PlayStation, HSBC and many more.
Today, building brands like Havmor, Britannia, Eezily and many more through Calculated Chaos.
Cannes Lions · D&AD · Dubai Lynx · Creative Circle LondonVisiting Faculty, CCC programme at MICA
A close core.
A wider circle.
Strategy and creative leadership stay close, from the first conversation to the final execution.
Around that core, we bring together trusted collaborators whose experience adds something to the idea. Different disciplines and perspectives, working towards a shared ambition.
The team takes its shape from what you want to achieve, with your timeline and budget in mind.
04 / TELL US YOUR CHAOS