MUMBAI: If Mumbai’s spirit had a middle name, it would be ‘Bindaas’. And now, that bindaas-ness is scrubbing up nicely in a bar of soap. In a mash-up that’s as spicy as a vada pav with extra thecha, content creator-turned-entrepreneur Neel Salekar and the talent behemoth Collective Artists Network have launched Marathi Minded — a cultural cannonball aiming straight at Maharashtra’s heart.

The new-age creative agency, backed by Salekar’s 2.9 million Instagram followers and the muscle of Collective, promises to do more than just dish out ads. Marathi Minded wants to turn brand storytelling into a regional block party — one meme, one rap track, one qawwali at a time.

And they’ve kicked things off with a soap that packs a punch — Dettol. Their first campaign, ‘12 Taas Bindaas!’, is a no-nonsense, hyper-local blitz that repositions the humble soap bar as your 12-hour swagger shield. It’s hygiene, yes, but with swagger. Think confidence, energy, and that ‘bring-it-on’ attitude that says, “Aye, I’m sorted.”

“With ‘12 Taas Bindaas!’, we are excited to take a hyper-local approach that truly resonates with Maharashtra’s vibrant culture. Partnering with Marathi Minded has allowed us to craft a campaign that goes beyond hygiene – it’s about confidence, energy, and living life with a ‘Bindaas’ spirit. We believe this initiative will strengthen our bond with Marathi consumers in a meaningful way,” said Reckitt regional marketing director – health south Asia, Kanika Kalra.

Forget bland pan-India pitches. This is storytelling that eats misal for breakfast. From college kids dodging potholes in Dadar to families doing Ganpati visarjan in style, ‘12 Taas Bindaas!’ captures the Marathi hustle like never before.

Salekar — known for his comic timing, musical chops (remember ‘Jinklo’ with D’evil?), and the odd qawwali face-off in Shehensha-E-Qawwali — now wears the CEO hat, though the swag hasn’t faded. With Marathi Minded, he’s bottled the vibe of the state and sold it as brand strategy.

“I’m beyond excited to have partnered with Collective Artists Network to co-create an initiative that truly celebrates the heart of Marathi culture. Being a part of the process from the ground up has been such a learning experience – blending tradition and rooted cultural insights with actionable inputs for brands to talk to Marathi youth. Marathi Minded will be a universe of content, branded communication in a fresh and dynamic pot-boiler of this critical Indian state and its people not only in India but spread across the world”, said Salekar.

The campaign also roped in four regional content creators, each bringing in a different flavour from across Maharashtra — because nothing says ‘authentic’ like accents and idioms from every galli.

Collective Artists Network co-founder Dhruv Chitgopekar summed it up, “With Marathi Minded, we’re shaping a cultural movement powered by authenticity, creativity, and real resonance. Neel represents the new wave of creator-entrepreneurs who understand the pulse of their audience and can translate that into powerful brand narratives. Our work with Dettol is a great example of how national brands can tap into regional energy with heart and relevance. Regional storytelling is not just the future of advertising – it’s the heartbeat of a truly connected India.”

And that heartbeat is thumping loud and proud. Whether it’s history, food, culture, fashion, sport or straight-up satire, Marathi Minded is gunning for the throne of regional relevance. Brands, take notes — this isn’t your average agency. It’s a full-blown, content-fuelled cultural juggernaut.

As Salekar puts it, this is just the trailer. The full blockbuster? Coming soon, with subtitles in Marathi.