#e4mExclusive: Former Mirum (WPP) leaders create The HOOOP Collective

Former Mirum (WPP) leaders Arvind Nair and Aatish Chawla have come together to create HOOOP, a sustainable and circular marketing collective. It is not positioned just as an agency — it is a collective of strategists, creatives, designers, technologists, media experts, policy professionals, and behavioural experts united by a common purpose: to help brands build long-term value through sustainability.

The HOOOP Collective comprises Maya D’souza, Paromita Mukhopadhyay, Radhika Sharda, Samiksha Saxena, Shujoy Dutta, Aatish Chawla and Arvind Nair (in cover pic).

The HOOOP Collective is a first-of-its-kind marketing collective rooted in sustainability, digital thinking, and behavioural change for the Indian market.

At a time when brands are under pressure to do more with less — and do it responsibly —HOOOP is building an ecosystem to move beyond storytelling and it hopes to bridge the gap between purpose and profit, compliance and creativity.

As India doubles down on its sustainability goals — through frameworks like BRSR and the National Circular Economy Roadmaps — HOOOP is bringing global-standard tools and partnerships to the marketing ecosystem, helping brands and agencies make informed choices across media, tech, and content.

Confirming the launch, the collective told e4m, “Marketing has always had the power to shape behaviour. At HOOOP, we believe it's time to use that power to drive conscious choices, not just consumer ones. We partner with businesses that move the world forward — meeting the moment where growth, conscience, and creativity intersect.”

HOOOP believes that sustainability should not feel like an obligation — it should be an opportunity. By embedding sustainability into brand-building, marketing, and digital ecosystems, HOOOP hopes to help businesses turn compliance into a growth driver while creating a positive impact at scale.

With India projected to become the third-largest economy by 2030 and sustainability investments expected to reach $1 trillion in the next decade, businesses can no longer afford to treat sustainability as an afterthought. Despite 75% of Indian consumers expressing interest in sustainable products, only 30% actively make sustainable choices—a gap that exists globally as well. HOOOP aims to close this intention-action gap through its model.

The founding members believe that short-termism will continue to dominate marketing —focused on quarterly gains, performance metrics, and click-through rates — and it’s here to stay. But that is hardly enough. They add that today, consumer loyalty is increasingly driven by shared values rather than programmatic marketing — and sustainability is fast becoming one of the most dominant values shaping brand choice. This is the moment to rethink marketing — not just for growth, but for good growth.

In the coming months, HOOOP will be announcing key brand wins, ecosystem partnerships, and a collaboration with global sustainability platforms.