Hasta La Creative!

Morrisons is avoiding using the cliché of the “picture-perfect day” for its Christmas campaign, with a surreal TV ad dramatising a mum’s hard work including eye-catching scenes such as wrestling a turkey.

The pace is not slowing is it, and we now have all those Christmas celebrations looming… Make sure you’re on top of the latest news with our weekly digest of the most read and shared stories across Campaign, Marketing, Media Week, PRWeek and The Wall.

Professional day dreamer. Compulsive music player. Virtual comic consumer. Streaming content spooler. Habitual beard puller. Science fiction enthusiast. Avid conspiracy theorist. Juggler of words. Amitav ‘Tabhu’ Misra.
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Why are you into Advertising?
Sometimes, when I come across an unsuspecting trainee or a clueless intern, and I take them to the side and conspiringly whisper to them –“Abhi bhi time hai tere paas. Bhaag le advertising se. Jee le apni zindagi. Kuch saal mein aadat lag jayegi, phir nahi nikal paayega.” I guess that’s what has happened to me. I got hooked to advertising! On a more serious note, advertising is a safe shelter for anyone who suffers from the creative persuasion. An honest to goodness job that parents can proudly tell their neighbours over a cup of tea. And, an environment that can sustain sensitivity while the said creative can breathe easy, knowing he is not the only weirdo in town. There’s an entire circus of us.

Did you attend school for fine art or design or Communications?
The best way to be a good creative is to have a rollicking time growing up. And never really grow up! Did a part time post grad course in advertising after college, while working for a TV news channel. But none of it had anything to do with the Creative Department. So, no.

Tell us about your most recent campaign?
Currently working on a very big and very interesting project for a new client at JWT. And pitching in for whichever brand needs a creative S.W.A.T. team to churn wonderful creative goodies overnight. Keeps me guessing on what’s next, week to week. Love that!

Were there any particular role models for you when you grew up?
My father worked at the Indian Consulate in Japan. So grew up with Doraemon, Hattori Kun, etc. Later on, real life people like Morrison, Asimov, Rushdie, John Galt, Murakami and Luke Skywalker influenced me.??Where do you get your inspiration from?
Spontaneity. Holidays. Nature. Entertainment. I love keeping briefs in the back of my head (backburner) while I soak myself in the world around me and forget about them, till something goes ‘click’!

Do you have any kind of a program to nurture and train young talent?
Compete with them. Confide in them. Cajole them. Party with them. Push them to do better. Not necessarily in this order though.

Tell us something about the JWT Environment?
JWT is a treasure trove of opportunities. Great brands, great people. But unlike other agencies, where you get to meet everyone in a day, here it takes longer. Just because of its sheer size. One can either say “let’s make the most of this” or be cowered into a corner. Those who choose the former are the only ones who stick around.

Tell us about your biggest challenge as the Creative Director.
Too many meetings to attend.

Do you think brands whose advertising wins awards, do well in the market?
In the long run, yes. When clients approve good ideas and win awards, they see that creative ads are effective and appreciated. They are then open to buying better ideas in the future. These better ideas can do well for the brand, making it do better in the markets. So, yes.

What advice do you have for aspiring creative professionals?
Read more books. See more movies. Listen to more music. Rip out your ego, lock it in your attic, and flush the key. Immerse yourself in great work from around the world. Don’t be depressed or frustrated for more than 42 seconds, it is a waste of your energy.

Who would you like to take out for dinner?
Spider Jerusalem from Transmetropolitan

What’s on your iPod?
60s psychedelia / classic metal / ‘morning’ trance / asian underground / avi & the uprising

Mac or PC?
Blank sheets of white A4 paper. Pen, pencil, sketch pen. Doodles. And whatever I can play music on.

A poem I wrote after the passing away of my Father, found its way to the HT office. And was published for around 2 years or so. Credits: Manu Gupta (Photography)

Released during the festive season, this was a hard hitting message to all those splurging big monies on worship. Credits: Diganto Rag Guha (Art)

It started off as a series of 4 posters, but spiraled into a set of 20 plus. What was intended for India, was used in British High Commissions around the world. Credits: Amit Shahi (Servicing); Sudhir Horo (Art)

While working on the Hewlett Packard account, several ads of mine were placed in the Best Practices Worldwide. A few of them, like this one, was printed in over 17 APAC countries. Credits: Diganto Rag Guha (Art)

A very cute message from Maggi on Mother’s Day. Credits: Ritika Wadhawan (Art)

Bringing back Gandhi’s message to the masses was a tricky brief. Many initiatives were rolled out, in a massive team effort. This is just one of them. Credits: Emmanuel Upputuru (NCD).

Did many campaigns for Teacher’s Achievement Awards. This is one of my favourites. Credits: Niloy Som (Art)

An interesting poster series that not only made a sperm cell ultra hip, but sold Adam Condom’s promise of longer lasting pleasure too. Credits: Nitesh Sah (Art)

A very hoarding that we made for Max Dental. Was hard to miss in the night time office traffic. Credits: Nitesh Sah (Art)

A cost effective ambush poster series for car parkings, demonstrating the ease of repair with Iffco Tokio Car insurance. Credits: Nitesh Sah (Art)

Massive posters for Paintbox, a CG SFX Studio, with a tongue in cheek message. Credits: Nitesh Sah (Art)

Started off as a gyaan session to juniors on how long copy is written. Then, the long copy simply insisted on being written. Got a nod from Indra Sinha and Neil French. Credits: Amitav Misra (Art)

While the world was celebrating the London Olympics, a small group of people were standing outside in protest. This is my contribution to the cause. Credits: Amitav Misra (Art)

A car manufacturer’s simple message to all those who wield the wheel. Credits: Smriti Shadra (Copy); Chandni Jain (Art); Saurabh Dawar (Art)

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