Hasta La Creative!

“AAIBA is a design & brand consulting studio. The name AAIBA was created from the mixing of two words, ‘AAI’ = Mother in Marathi and ‘BABA’ = Father in Marathi. So… ‘AAIBA’ for the simple reason that they Inspire us. Inspire us to give birth to a child called ‘brand’, inspire us to bring the child up to the level he make his mark in the world called ‘market’. “

Is Aaiba primarily into identity design and brand communication? What all services do you provide?
Yes! We are into brand communication business.
We provide:
Strategic brand development consultancy
Brand identity designing
Creative designing for all Medias
Film publicity designing.

What made you start Aaiba?
It was our passion for communication business made us start the company. We believe entrepreneurship gives you the opportunity to bring your own ideas and philosophy in the market. It’s a struggle but journey seems interesting.

Tell us about your designers/animators. Did they go into fine art or design schools? How do you pick them up?
We believe in passion for communication business and art, rather than graduates of any fine art collage. Yes we do search for our designers in good art colleges… but selection is not based on presenting past experience or portfolio or college.

?How would you define the design style at Aaiba?
The main challenge in communication business is to develop the design style and break it for the next design you do. For us, the challenge is always to develop a new style and visual language for each design… there should be no stickiness on a particular style.

You have worked with Ogilvy and Mather as a Creative. How different is to work for Agency and running your own design studio? Challenges? Learnings?
Ogilvy let me learn the corporate working culture, design culture in multinationals, the culture which I am trying to get into AAIBA. Talking about the difference in working in an agency and running own company is the responsibility handling varied departments. In Ogilvy there is huge team working on an account where everybody has a small set of responsibilities for the project.

The challenge here is to get into various roles. I am not just a creative or designer now. I have to get into shoes of client servicing, sometimes have to think about targets and collections and what not. 

The experience is mind-blowing, I am now learning to work as a businessman… now I can see the bigger picture… what miracles good designs do in terms of business and what set of challenges we carry in the industry.

Were there any particular role models for you when you grew up?
Vipul Salvi.
Santosh Padhi.

How has digital affected your traditional print design work?
Digital media has affected traditional Medias. Because of the digital revolution, brands are getting closer to audiences. It’s now the frequency of communication and engagement that matters more than a glimpse of a brand.

We are also adapted ourselves with this media, not just in designing terms but also in technical and strategic terms. We are handling some brands who currently having only digital presence.

Do clients see design as a value addition to their products?
Yes.

Do you wish we had a design event in Mumbai?
Yes.

Who was the most influential personality on your career in graphic design?
My father Mr. Sadanand Chandekar.

How important is the focus on good design at Aaiba?
We believe that design speaks! Its language and style creates the perception about the brand. So design is extremely important and should be backed by the strong brand strategy.

Are you working with any advertising agencies? Any brands?
Currently working on one campaign for Ogilvy. Its DMI ECO campaign.

What do you feel about the state of design in India? Do you feel that our collective aesthetics need to improve?
There is always an opportunity for improvement for good learners and as far a creative field is concerned… its known for its immensity.
I think ‘Act local and think global’ is the mantra.

What advice do you have for aspiring creative professionals? Would you advise them to take on graphic design as a career option?
Yes graphic design is a good career option.
For aspiring creative professionals, I would advice that they should work in this field passionately. Do not restrict your creativity only to graphic designing… explore other arts, music, drama, crazy mimicry etc. Not only will you get new ideas from this but you will also be able to communicate your ideas well.

Mac or PC?
Mac.

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