(February 9, 2025) When Manish Tiwari arrived in London 20 years ago, spotting an ad for a South Asian brand was like finding a rare gem. He vividly remembers standing on a busy Underground platform and watching a group of Indian tourists erupt in excitement as they saw an advertisement for an Indian brand. Cameras flashed, and the moment became a celebration of cultural pride. Cut to today, it is common to see brands from the subcontinent advertising around the UK – on the Underground, buses, TV, and even print. “This is where we have made the difference, where we have brought South Asian brands to the forefront and even mainstream brands have understood the potential of the diaspora,” Manish said in an interview .
Manish Tiwari with London Mayor Sajid Khan
As the founder of Here and Now 365, a multicultural marketing agency, Tiwari has spent nearly two decades changing perceptions and building bridges between cultures. In 2024, he was named the British Indian of the Year for his efforts in bridging cultural divides, advocating for the Indian diaspora in the UK, and researching the influence and impact of migration on British society. “When I started Here and Now 365 in 2005, there was a gap in the market, where ethnic cultures weren’t well represented within the media and worse, were being stereotyped in communication, even coming from their own community . A decade later, today I feel there has been a change, not only within the industry but the British society has become more diverse,” the Global Indian added.
A Childhood in Raipur: Seeds of Curiosity
Manish grew up in Raipur, surrounded by the rich cultural and intellectual influences of his father, a professor of anthropology. While he initially followed a conventional path by pursuing engineering, he soon found himself drawn to the world of creativity and communication. This calling led him to MICA, India’s premier advertising school in Ahmedabad, where he discovered his passion for storytelling, culture, and strategy. After graduating, Tiwari spent several formative years in Mumbai, immersing himself in the city’s theater scene and honing his skills as a communicator.
Inspired by the creative energy of London’s Royal Court Theatre, he decided to take a bold leap of faith and move to Britain. Although his early aspirations of becoming a writer were fleeting, Tiwari channeled his creativity into a new direction.
Building Here and Now 365: A Vision Realized
It all began after he saw a group of Indian tourists clicking away pictures of South Asian brands on the London Underground. This led him to start Here and Now 365, an advertising agency dedicated to championing Britain’s multicultural communities.
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Starting small, the agency quickly gained traction by focusing on brands that were often overlooked by mainstream advertising. Over the years, Tiwari’s team has introduced more than 100 South Asian brands to the UK market. “I can proudly say that my company has introduced some iconic brands from India and South Asia including Dabur, Airtel, SBI, HDFC, Unilever India, Taj Mahal, Brooke Bond, and many more to UK markets,” he added. From festival campaigns to NHS public health ads, Here and Now 365 crafted narratives that resonated deeply with diverse audiences.
Shaping Perceptions, One Campaign at a Time
What sets Tiwari apart is his ability to merge commerce with culture. His campaigns don’t just sell products; they tell stories that bridge communities. One of his proudest moments was seeing Indian brands prominently displayed on London’s iconic buses and billboards—a far cry from the days when tourists treated such ads as photo-worthy novelties.
For Tiwari, these campaigns represent more than business success; they’re about fostering understanding and celebrating diversity. “It was a matter of honour and absolute pride for the agency to partner with PM Narendra Modi’s visit and his iconic UK Welcomes Modi event at the Wembley Stadium in 2015,” revealed Tiwari, which marked a milestone in showcasing Indian pride on a global stage.
A Champion for the Indian Diaspora
With over 1.4 million Indians living in the UK, the Indian diaspora has long been an integral part of the country, contributing to its cultural richness and economic growth. For decades, Indian communities have brought traditions, cuisine, and a vibrant entrepreneurial spirit to British society. Building on this legacy, Manish Tiwari and his agency, Here and Now 365, have played a significant role in bringing Indian culture and brands to the forefront. “As an entrepreneur the commercial world is full of challenges but I love the fact that we integrate cultural sensitivities and respect for diverse communities while working for global and local brands. My father taught anthropology at a local university in an area where scholars like Verrier Elvin had worked and to me my effort, albeit in a small way, promotes the larger cause of understanding the inheritance of race, culture and commerce in today’s times.”
By crafting campaigns that resonate with both diaspora audiences and the broader British public, Tiwari has amplified the visibility of South Asian heritage and its modern relevance. From highlighting festive celebrations to introducing iconic Indian brands, his work bridges cultural gaps and fosters mutual appreciation. Tiwari’s efforts were recognized in 2024 when he was honoured at the Indo-European Business Forum for promoting South Asian heritage in the UK. “Through collaboration and understanding, we can create a world where diversity is not just celebrated but leveraged to drive innovation, inclusivity, and shared prosperity. This is the power of cross-cultural unity.”
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A Legacy in the Making
Looking ahead, Tiwari has ambitious plans for Here and Now 365. “Two areas where we are planning to expand and conquer are research and creative. We take immense pride in the creativity our agency brings in every field.”
But for all his professional achievements, Manish Tiwari remains deeply grounded. He attributes much of his success to the values instilled in him by his family and his experiences growing up in India. “My father has been the biggest influence in my life and not a day goes by when I don’t remember him. He indirectly instilled in me a love for books and exploring the world which has made me choose this career and given me an outlook which embraces diversity.”
From Raipur to London, Manish Tiwari’s journey reflects a story of grit and ambition. Through his work, he has elevated Indian brands and brought multicultural marketing into mainstream conversations in the UK. Today, Indian advertisements lighting up London’s skyline aren’t just about commerce; they represent a connection between cultures, nurtured through his unwavering dedication and creativity.
