A new boutique creative and PR practice has entered the Middle East market. Independent Communications, founded by Vikram Gaw'de, a creative strategist with 15 years of experience across photography, culinary arts, PR and marketing focuses on the F&B and lifestyle sectors across the MENA region.

Independent Communications specialises in launching emerging restaurant concepts, revitalising legacy brands and curating high-touch experiences for tastemakers and media. Gaw'de says the practice operates on a deliberately intimate scale, partnering closely with clients to deliver creative direction, public relations, and partnership strategies that are as visually compelling as they are commercially grounded.

The studio's approach is informed by Gaw'de's multidisciplinary background, including fashion photography for publications such as Vogue, ELLE, and Emirates Woman, alongside book publishing projects for the Abu Dhabi Music & Arts Foundation (ADMAF). 

"My best work has always lived at the intersection of creativity, culture, and strategy," he explains. "After years working across photography, culinary projects, and both agency and in-house roles with F&B operators and restaurants, it became clear that brands in this space didn't need more noise - they needed cohesion."

While Independent Communications' core focus remains F&B and lifestyle, Gaw'de says an extension into design is a natural step. "I live and breathe design. I was a design student for five years, so working with design brands that align with that sensibility feels like a natural evolution," he says.

The decision to launch independently comes from a desire to maintain creative control and selectivity. "Going independent allowed me to stay boutique, hands-on, and selective -building bold, meaningful narratives without the limits of a traditional agency model," he adds.