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Ameet Mehta is a thinker, dreamer, designer and an entrepreneur. Ameet believes in doing things passionately or not doing it at all. Though a fashion and lifestyle accessories designer by qualification, his credo has been that design is all about infusing a strong emotional connect with audience, using form, function and common sense.
Why are you into Advertising/Brand Building?
Because I believe in communication and its power. As human beings, we perpetually want to reach out to others, connecting with them, through vivid emotions, actions and expressions… I love the fact that brands can be made to do the same and much more than that, and that one can actually design something that has the power to evoke a desired emotion!”
Did you attend school for fine art or design or Communications?
Yes, I studied at NIFT, New Delhi, specializing into fashion and lifestyle accessories design.
You have won so many awards etc. How has that impacted your career?
Awards always feel great as the entire process reinforces your belief in yourself, but more than that, others start to believe in you too! When I won the international competition for designing the US Embassy’s American Center Logo, it opened up doors for me and Pineapple Consulting; allowing us to collaborate with some of the most amazing names globally! I met thought leaders from IDEO, Pentagram, Universal Studios, and some amazing startups too. I got to deliver design solutions to a few, upcoming brands which have over the years, evolved to become leaders in their domains.
Do you think brands whose advertising wins awards, do well in the market?
I wouldn’t make any generic statement to this. However, as I mentioned above, just like humans, brands also have to be consistent to be believable and do well over a period of time.
Were there any particular role models for you when you grew up?
Paul Rand, Philippe Starck, Karim Rashid, Alan Fletcher.
Who was the most influential personality on your career in Brand Building?
I can’t name one, since it’s been a cocktail of attributes from lot many personalities.
Where do you get your inspiration from?
Common Sense & Deadlines.
Tell us something about the work environment at your agency…
I’d like to believe that we’re a bunch of passionate people, very serious about our work but know how not to take oneself not so seriously all the time. Recently two of our team-members were caught baking their mobile phone in a microwave. Post that of course, they themselves got grilled by the entire team… I swear I’m not kidding!
Do you have any kind of a program to nurture and train young talent?
We follow a clear methodology for cracking our designs… I think the process itself is a great nurturing program. We firmly believe in clearly articulating the reason for any job to exist. I always ask my team to keep asking themselves – “Why we are doing what we’re doing?” & “How will it bring it closer to what we’re trying to achieve?”
What about new and young film makers/photographers? Do you consciously keep looking for newer talent and try someone completely new?
Absolutely.
What do you think of the state of Print advertising right now. At least here in India, the released work is most often too sad?
Totally agree with you. There’s more innovation happening in the Media space then the content itself unfortunately.
Any notable digital campaigns?
A Pakistani group started an online campaign to highlight the violence currently rocking Indian administered Kashmir. Liked it for it’s shock value.
What advice do you have for aspiring creative professionals?
Nothing extraordinary. Think a lot. Talk to yourself a lot. Read a lot and have a point of view. And I think to be able to articulate what you have in your head is the biggest tool/skill a designer can use.
What is your dream project?
To take a long sabbatical, and do a series of 3-month internships with some of the best minds globally.
Mac or PC?
Mac
Who would you like to take out for dinner?
Shireen Bhan, Michelle Obama, Scarlett Johansson. (not three of them together of course!)
What’s on your iPod?
‘ab tu bhag milkha’
Whats your Twitter Handle?
@pineappletalkie
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