Hasta La Creative!

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Why are you into Advertising?
Because I just love it!

Did you attend school for fine art or design or Communications?
Yes, I hold a bachelor’s degree from Sir JJ Institute of Applied Art

Tell us about your awards?
One show, Cannes, Clio, Asia pac, London International, WPP, Ad fest, Kyoorius, among others.
But I still cherish first ‘CAG’ award which was a ‘must have’ in the 90’s.

Were there any particular role models for you when you grew up?
When I was in collage my heroes were stalwarts such as Mohammad khan, Vikas Gaitode,
Chris D’Rozario, Alok Nanda, Sunil Mahadik, Freddy and Naved, among others. Uday Parkar, whom I closely worked with, inspired me as well.

Who was the most influential personality on your career in Advertising?
Rajiv Rao and Mahesh V hired me in Ogilvy and they’ve made a lot of difference to my work. Also Sumanto Chattopadyay, who’s a great human being.

Where do you get your inspiration from?
From anything and everything! Because we are in the business of creativity and we always manage to connect ‘Chalk to Cheese’.

Tell us something about the Ogilvy work environment. We know lots of creatives would love to work with Ogilvy.
I feel it’s because of the openness of the place. The junior most person can talk to the NCD at ease. As Piyush says, “When I roam around on the floor, if I get to hear laughter, I know that I am going to see some good ideas”. It’s people who make the enviornment. So many people have come and gone but there was always a common belief of partnering with everyone  to create great stuff. Evidently that has worked well for Ogilvy.

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?
Once upon a time Print was the weapon of choice. Now it has become a vehicle of tactical communication and reminder messages. Clients wish to launch with TVC, Do outdoor, lots of Digital, and then look at using print. It has also become expensive to use print to reach wider and diverse target audiences. The reason released work is sad, is because it does not get the time, attention, money and deliberation that it requires. All I can say is that change is inevitable.

Since print is on the decline, how do Art Directors reclaim their relevance. At least in India, advertising seems to be all about TVC.
Print may be on the decline, but the need for artistic sensibilities is not. Whether it’s print or web or any other environment. So even if there’s very little print left, Art directors can widen there vision a bit and search for new avenues. Right from packaging a video to Interface design, there’s a lot and more to explore.

Do you think brands who’s advertising wins awards, do well in the market?
Apple is the best example of great product which sells and we’ve seen some great advertising from them as well. So it’s rare but not impossible.

What advice do you have for aspiring creative professionals?
I feel creative professionals of today are very smart and passionate about there work. They need to be a bit more patient though.

?What’s your dream project?
One where I can use Indian design sensibilities in a contemporary way.

Where do you see yourself in 15 years?
Doing more stuff in Design I guess.

Who would you like to take out for dinner?
Both the Pauls, Paul Belford and Paul Smith.

What’s on your iPod?
‘Fields of gold’

Mac or PC?
For an art person there’s no ‘or’.

Whats your Twitter Handle?
I am usually on Facebook.

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