"We're a through the line agency": Mixed Route Juice's Amrita Sharma

"We're a through the line agency": Mixed Route Juice's Amrita Sharma

She talks about the agency’s journey, her learnings, and more.


Mumbai: An agency isn’t simply defined by its size but by the work that it churns out. So proves Mixed Route Juice (MRJ), a 360 degree content and social agency that believes in innovation and ideation with creative punch.

MRJ believes in creating content that gets a brand buzzing. The boutique agency, which is in its eighth year of operations,has seen enormous growth and is confident about its year-on-year presence. MRJ is one of the fastest growing agencies and since the pandemic when most big agencies have slowed down MRJ on the other hand has been able to accelerate its pace with its effective campaigns and storytelling methodologies for its clients.

MRJ has quite an eclectic mix of clients ranging from consumer tech to real estate, beauty, hospitality, food and beverages, mobile and gadgets, automobiles and much more. Some of the brands that the agency handles include Vivo, Samsung, OPPO, Micromax, Airtel, THOMSON, Blaupunkt, White Westinghouse, BOSE, Sennheisser, DLF, Bestech, GMR, Dhara, Mother Dairy, Safal, Jovees, VLCC, Jaypore, Adidas, PNB Metlife, JK Tyres, Good Year, Maruti Suzuki, Chilli's, PAUL, Its Just Wings and many others.

In a crisp conversation, Indiantelevision.com spoke to Mixed Route Juice director and co-founder Amrita Sharma about the agency’s journey, her learnings, the digital and social landscape, and more.

Sharma is the creative head and backbone of MRJ, she's the one who brings out-of-the-box content and creative ideas and gets the team working. She is a seasoned media sales professional with over 25 years of experience in advertising, sales, brand solutions, IP creation and branded content solutions. During her stint so far, she's handled numerous verticals like retail, auto, real estate, FMCG, decor, education, BFSI in India and international markets like North America, SEA, the Middle East, and East Europe.

Edited excerpts:

On the journey of Mixed Route Juice

We are now an eight-years-young, 50-member-small content hotshop that delivers campaigns through the line. It's not been a smooth sail, but we’ve been nailing it quarter after quarter. What started as a three-member core team, is now 50. What started as 1 client on a project basis is now over 55 clients on a repeat mode. We started as a social media outfit and soon moved in to complete digital media followed by overall creative mandates for MNCs, startups and PSUs. Our client portfolio as of today includes BFSI, retail, FMCG, real estate, consumer durables etc.

On the challenges, lessons and learnings that you have gathered as a woman entrepreneur

As a woman entrepreneur, nothing. As an entrepreneur, everything. The same challenges as anyone else would face. Erratic work-life balance, lesser peace of mind. But the sense of achievement that comes with knowing that I've made it this far compensates for it all.


  Keep at it, everything eventually falls into place. You can't move a mountain in a day.

  Work with heart. It beats everything else.

  Always be up for change. It makes you better, more than anything else.

On competing with the biggies of advertising and marketing such as Wunderman Thompson, Havas, etc.

The core team at MRJ was once with the biggies. So we know how they work, what value they bring to the table and what moves they make. I feel if you give your best shot, whoever you're competing against would be less of a worry. The competition is you yourself. That's what we follow and work towards.

On digital becoming a hygiene component over the last few years

A product or service pulls a consumer. Advertising is what builds a connect between the consumer and the offering. Digital media has now become a crucial part of overall advertising. It gives the brand story piece by piece that lets the consumers also enjoy it with ease. It is the only medium that facilitates a real-time two-way dialogue between the brand and its consumers.

On the evolution of social media advertising in India

Social media has moved from just brand push to consumer pull content. Every day is a step closer to building consumer connect and agencies and brands alike are warming up to these stories.

On influencers and content creators leading the road for brands

Influencers are a media vehicle that beautifully humanise brand messages and give them more wings.

On the values and principles you have built MRJ on over the years

We're a through the line agency. For us, it's the strategy that builds brands from their core and takes them levels up. If the core is strong, the outer layers automatically hold tight. That's the principle we treat all our

On the hirings and new accounts added

We've hired people at senior levels from the Adani group, Mudra DDB, Hungama. Some new accounts we've onboarded include Avis Car leasing, GRM Foods 10x, Zydus, PNB Metlife.

On your vision and way forward for MRJ

We want to make sure that for the employees and the brands we touch, we create a conducive system for everyone to grow. What's the point of change without forward and progressive thinking?