From illustrating personal milestones to crafting brand narratives, Atul Kabra, the artist behind Doodle Kabra, delves into how his passion for doodling transformed into a storytelling movement embraced by global brands. He discusses the emotional depth of doodling, its role in mindfulness, and why—despite AI’s rise—authentic, handmade storytelling will always have a place in the world
Tejal Sinha
For most, doodling is a mindless pastime—something done absentmindedly in notebooks or on the edges of meeting notes. But for Atul Kabra, doodling became a language, a storytelling tool that has connected with thousands across the world. What started as a personal creative escape during the pandemic soon transformed into Doodle Kabra, a brand that has collaborated with giants like Samsung, IKEA, and Titan.
What sets Kabra’s work apart is its ability to preserve emotions, memories, and legacies in a way that words often cannot. Whether he’s illustrating a brand’s journey or capturing deeply personal milestones, his hand-drawn doodles serve as time capsules, bridging the gap between nostalgia and modern storytelling.
In this conversation, he reflects on his journey from sketching in solitude to creating a movement, the emotional depth of handmade art, and why, even in an AI-driven world, the human touch remains irreplaceable.
Doodle Kabra was born during the pandemic—a time of uncertainty when art became Kabra’s voice and storytelling his escape. What started as a passion for doodling soon evolved into a language that resonated with people beyond social media. The turning point came when global brands like Samsung, IKEA, and Titan reached out, recognizing his doodles not just as illustrations, but as powerful storytelling tools.
“When a Fortune 500 company trusted hand-drawn storytelling over digital graphics to represent its legacy, I knew this was more than a creative pursuit—it was a movement waiting to be scaled,” Kabra shares. That realization transformed Doodle Kabra from a personal art journey into a brand that helps individuals and businesses visually tell their stories.
Kabra’s doodles serve as deeply personal time capsules, preserving emotions and memories in ways that words often cannot. He believes the reason hand-drawn art resonates so deeply with people in an increasingly digital world is its raw authenticity.
“Because hand-drawn art is human. Every stroke, every imperfection, and every thoughtful detail carries emotion in a way that digital designs never can,” he explains. “In an age where AI can generate images in seconds, people crave authenticity. They want to see the personal touch, the organic flow of ink, the time and effort that goes into something made just for them.”
This personal touch is why celebrities like Rana Daggubati, Kareena Kapoor, and Allu Arjun have cherished their custom doodles. “These aren’t just artworks,” Kabra says, “they are visual legacies. Whether it’s a brand’s journey or a personal milestone, a hand-drawn doodle is a time capsule, preserving not just an event, but the emotions that came with it.”
With AI-generated art becoming more prevalent, the future of hand-drawn creativity is a topic of discussion. Kabra is firm in his belief that while AI can generate, it cannot create.
“True creativity is born from lived experiences, emotions, and human imagination. AI can assist, but it can never replace the soul of hand-drawn storytelling,” he asserts.
This belief is what drives his initiative to introduce doodling into schools, encouraging children to embrace creativity. Through programs at institutions like Hyderabad Public School and Gitanjali Senior School, Doodle Kabra has trained over 5,000 students in creative thinking.
“More than an art form, doodling teaches children how to express freely, think visually, and find their own creative voice,” Kabra explains. “The future isn’t about choosing between AI and hand-drawn creativity—it’s about knowing where they serve different purposes. AI may create fast, but a hand-drawn doodle is timeless.”
Kabra’s work spans both global brands and individuals looking for personalized keepsakes, and the creative process differs significantly for each.
“For brands like Samsung, IKEA, and Fortune 500 companies, doodles serve as a visual storytelling tool—translating their identity, values, and mission into a compelling visual narrative. The focus is strategic—creating a piece that speaks to a wide audience,” he explains.
On the other hand, personal doodles carry deep emotions. Having illustrated over 2,000 personal stories, Kabra has witnessed the impact his art has on individuals.
“One farewell doodle, in particular, still stays with me—it was for a daughter whose father had passed away,” he recalls. “Every detail in the illustration held meaning—their favorite Sunday routine, the way he’d tie her shoelaces as a child. When she saw it, she held it in silence before breaking down. That moment reminded me that doodling is not just an art form—it’s a vessel for emotions.”
In a fast-paced, high-stress world, creative practices like doodling have been linked to mindfulness and emotional well-being. For Kabra, doodling is more than an art—it is a form of meditation.
“Doodling is my therapy. It’s the one time when I lose track of time, where my thoughts quiet down and my hands take over. It’s like a flow state—a creative meditation,” he says.
This connection to mindfulness has contributed to doodling’s growing popularity in workshops, schools, and corporate environments. “It’s a way to decompress, express, and tap into creativity without pressure. More than ever, people need an outlet to slow down—and doodling gives them that space,” Kabra adds.
Having worked with clients across different backgrounds, Kabra has observed distinct cultural patterns in how people want their stories represented through doodles.
“In India, there’s a deep connection to heritage, nostalgia, and symbolism. Many of my Indian clients want mythology, traditions, and family history reflected in their doodles,” he notes.
Western clients, however, often focus on abstract emotions and minimal storytelling—using doodles to capture a feeling rather than specific cultural elements. “But the core remains the same—everyone wants their story to be seen, valued, and preserved,” he emphasizes.
Reflecting on his journey from sketching alone to delivering a TED Talk about the power of art, Kabra distills his experience into one key lesson:
“Your passion is valid. Your story is valid,” he states.
What began as late-night sketches has grown into a brand that has trained over 5,000 students, doodled more than 2,000 stories, and collaborated with global brands. “The moment I stood on the TEDx stage, I realized—this wasn’t just about art. It was about giving people a voice through visuals,” Kabra says.
Handcrafted, deeply personal art is difficult to scale without losing its essence, but Kabra ensures that storytelling remains at the core of Doodle Kabra.
“Scaling doesn’t mean mass-producing—it means impacting more lives while keeping the doodles deeply personal,” he says. “Every project still starts with a conversation, with a story, with human connection.”
Kabra is optimistic about the future of handmade art, believing that a renaissance is already underway.
“We’re already seeing a revival of handmade storytelling. The return of handwritten letters, vinyl records, and handcrafted gifts proves that people crave authenticity,” he explains.
As for Doodle Kabra, the brand isn’t just following this movement—it’s leading it. “As long as people have stories to tell, hand-drawn doodles will always have a place in the world,” Kabra affirms.
