Leaving India at the age of five, Gush moved to London with his family, where he grew up on a diet of Hip Hop, PK Rippers, Tacchini and Krylon, his love of street art leading him to study Graphic Design and Typography.
After graduating in a recession and getting some agency work under his belt, Gush felt compelled to create a new agency with creativity at its heart and an entrepreneurial, fearless spirit. Gush convinced art collegemate Jonny Stewart to join him and so Bulletproof was born – its name a reference to the crit wall, where only the most impenetrable ideas wouldn’t be shot down.
With global clients including Booking.com, Diageo, Mondelēz and Liverpool FC, Gush’s remit is agency growth – leading Bulletproof through all eventualities towards its future. The agency he created in 1998 with just one desk, one telephone and one fax machine has changed, but his vision for Bulletproof remains untouched.
Highlights
Bulletproof is a brand agency. We create desire through disruption.
All human beings, no matter how complicated life gets... we desire first, we justify second.
Human beings are instinctive creatures and we’re led by that.
Talent is everywhere and if you don’t harness it, you’re going to squander it.
I want everyone in that business to feel welcome, to feel engaged, to feel empowered from the very start.
I used to plan everything - now I don’t. I plan maybe a few months ahead rather than a few years ahead.
I’ve been very fortunate to work with brilliant people who for some reason stay with me.
Creativity comes from resolving a problem, it comes from breaking a convention, it comes from creating a new future.
I live for them, you know - when my son died I realised that there was little as an individual I did for myself.
You never forget coming from nothing.