Advertising Agency: ADK Fortune Communication, India
Creative Directors: Rahul Katiyar, Tamana Virmani, Karimuddin Khan
Art Directors: Karimuddin Khan, Rahul Katiyar
Copywriter: Rahul Katiyar
Illustrator: Narender
Photographer: Karimuddin Khan
Additional credits: Yatendra Johri
Advertising Agency: Stark Communications, Kerala, India
Executive Creative Director: Shelton Pinheiro
Creative Director: Ajith Gopinath
Art Director: Nidhin Nandakumar
Copywriter: Ajith Gopinath
Illustrator: Nidhin Nandakumar
Advertising Agency: Ogilvy & Mather, New Delhi, India
Designers / Art Directors: Preeti Koul Choudhry, Nasheet Shadani, Umesh Grover
Advertising Agency: Ogilvy & Mather, Mumbai, India
National Creative Directors: Rajiv Rao, Abhijit Avasthi
Group Creative Directors: Kainaz Karmakar, Harshad Rajadhyaksha
Art Director: Vishakha Modak
Copywriter: Kainaz Karmakar
Illustrator: Vishakha Modak
Advertising Agency: Ogilvy & Mather, Bangalore, India
Chief Creative Officer: Piyush Pandey
Executive Creative Director: Ajanta Barker
Creative Directors: Gautam Dev, Arun KT
Creative Controller / Art Director: Siju RS
Copywriter: Gautam Dev
Photographer: Sujith Bose
Client Servicing: Saji Mathews, Nita Grandhi, Pallavi Dutta, Karan Malhotra
Production: Manu Reddy, Naganandhan Rao
IBM was finding it increasingly difficult getting people to attend its seminars and conventions. Fewer and fewer wanted to travel and spend time out of office or home. So getting them to come to a new office opening seemed a task that had disaster written all over it. That was until Ogilvy came up with an invite with a difference. What invitees got was a large black box that contained a pouch of sand. Yes sand. The TA was instructed to pour the sand onto the enclosed plain white card and then read the message that appeared on it. How it worked was – the sand when poured and dusted off, got stuck to invisible gum on the white card, and revealed a message – “IBM Opens in Qatar”. An interactive device relevant to the desert city of Qatar. The task was very successful and had high recall. 340 invites were mailed out and 125 respondents attended. A 40% response rate. The entire exercise is now going to be replicated in other Middle Eastern markets.
Advertising Agency: Ogilvy & Mather, Mumbai, India
Chief Creative Officers: Abhijit Avasthi, Rajiv Rao
Executive Creative Directors: Anup Chitnis, Sumanto Chattopadhyay
Creative Directors: Anuraag Khandelwal, Satish Desa
Copywriter: Satish Desa
Art Directors: Anuraag Khandelwal, Krishma Shah
Account Supervisors: Prakash Nair, Jennifer Desai
Illustrator: Nishikant Palande
Image Retoucher: Rajesh. M. Salodker
Advertising Agency: Ogilvy & Mather, Mumbai, India
National Creative Directors: Abhijit Avasthi, Rajiv Rao
Group Creative Director: Sukesh Kumar Nayak
Art Directors: Pratheeb Ravi, Vinit Sanghvi, Swaroop Sankar
Copywriter: Sukesh Kumar Nayak
Producer: Emily Ho, Eric Gan / Studio 31
Photographer: Sean Eng / Studio 31
Advertising Agency: Rediffusion Y&R, Mumbai, India
Creative Directors: Anisha Sarin, Sanket Pathare
Art Director / Copywriter: Prasad Jindam
Illustrator: Nishikant Palande
Kunel hails from New Delhi, India. He works in advertising. And like every art director, he shares the burden of being a great photographer, illustrator and artist. He is a non-drinker, non smoker and hence very non-advertising, which is why at times he thinks he should just stick to becoming a film maker. That’s because he’s ok with coke overdose (He also owns a tshirt brand called Cocaine – for which he just directed his first film titled “This is cocaine”). While some may think he has lost it, he believes he hasn’t even found it yet.
Why are you into Advertising?
I have no idea. Maybe because it has a mix of everything in it, and I like that. Advertising uses you in every way it can, which is a good thing if you do have a lot to offer.
Did you attend school for fine art or design or Communications?
I attended a 3 year course in Advertising and Graphic design from WLCI. Ten years back it did seem like a better idea than going for an engineering school when you didn’t want to become an engineer.
Were there any particular role models for you when you grew up?
I’ve always had role models but they keep changing cos the things that inspire me to do them keep changing, and since I’m still growing I’d say it’s a good thing. Though, nerds who drop out of school to become billionaires are a constant favorite.
Who was the most influential personality on your career in Advertising?
Erik Vervroegen.
Where do you get your inspiration from?
Life. Art. Coffee. Sex. Shopping. Movies. Music. Theatre. Gaming. Travel. Autorickshaws. Internet. Chandni Chowk. Seniors. Juniors. Coffee table books. Spirituality books. Porn clips. Exhibitions. Television shows. Chai. Biscuit. Dreams. Newspapers. All in the same breath and not necessarily in that order.
Tell us something about the JWT, work environment. With such a large team, how does that affect individuality and creativity.
It affects a lot, in a good way. A large team means more ideas being discussed around you, which only makes for that much more exposure. There’s a lot happening here everyday, a lot of things change yet a lot of them remain the same every other morning. Some of our brands are constantly trying to shift things around, even if it means taking risks to give way to edgier ideas. And these are global brands who have always followed their western offices for communication strategies in this market, and failed. They realized that the world has now changed to the extent that the west is no longer the only key-bearer to the future of advertising, in fact they’re confused about the next step and are looking here for a direction. It’s good to see that while some clients may take a little longer to step up their act, most have understood that there isn’t any other way. And to be the one showing that way is quite something. This is what we try everyday, fail at times and then try again the next day.
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? Are agencies ignoring released print?
Not at all, but the readers are ignoring it for sure. Agencies actually spend a lot more time on print than TV and surround put together. The thing is, I haven’t seen a more passionate marketing manager than the one who’s responsible for converting a perfectly clean brief into a bullshit press campaign. They are few, but they are there. I would be happy if the released work was in fact sad, in the literal meaning of it. At least it would make someone cry and we could play on that to sell our product. Print is itself an emotionless medium and therefore needs more push than usual to stand out.
Do you think brands who’s advertising wins awards, do well in the market?
Depends on the brand. Depends on the market and depends on the advertising idea. Some brands with a really great advertising idea that won everything in India and abroad, fail to sell anything in the market. Sometimes an ok idea sells the entire stock cos maybe the brand didn’t a winning idea. It’s too subjective.
What advice do you have for aspiring creative professionals?
Do what you love. You’ll live longer.
Mac or PC?
Mac.
Who would you like to take out for dinner?
Emily Browning. Goddess and hollywood actress.
What’s on your iPod?
Pink Floyd.
The ‘Cocaine’ film that Kunel directed.
Advertising Agency: Leo Burnett, India
National Creative Director: KV Sridhar
Executive Creative Director: Nitesh Tiwari
Creative Director: Vikram Pandey
Art Director: Brijesh Parmar
Photographer: Amol Jadhav
Brand Partner: Sushma Singh
Brand Associate: Adya Thakur
Advertising Agency: Leo Burnett, India
National Creative Director: KV Sridhar
Executive Creative Director: Nitesh Tiwari
Creative Director: Vikram Pandey
Art Director: Prasad Patil
Copywriter: Piyush Gupta
Illustrator: Santosh Harmalkar
Advertising Agency: Leo Burnett, India
National Creative Director: KV Sridhar
Executive Creative Director: Nitesh Tiwari
Creative Director: Vikram Pandey
Art Director: Prasad Patil
Copywriter: Piyush Gupta
Retoucher: Happy Finish
Brand Partner: Sushma Singh
Brand Associate: Adya Thakur
Advertising Agency: Ogilvy & Mather, New Delhi, India
Executive Creative Director: Ajay Gahlaut
Creative Directors: Preeti Koul Choudhery, Basab Tito Majumdar, Vikash Chemjong, Nitin Srivastava
Art Director: Nasheet Shadani
Copywriters: Sushant Barua, Shadab Abidi
Illustrator / Designer: Nasheet Shadani
Advertising Agency: Y&R Dubai
Chief Creative Officer: Shahir Zag
Creative Director: Shahir Zag, Kalpesh Patankar
Copywriter: Shahir Zag
Art Director: Kalpesh Patankar
Illustrator: Kristy Ligones
Account Supervisor: Nadine Ghossoub
Challenge: Our client Calderys India, world leader in refractory solutions, asked us to create a DM for their existing clientele to communicate the change in the company name from Calderys to Calderys India, while assuring continuing quality products, services and company support as before.
Concept: To create something on the line of a formal communication to maintain strong business relationships. It had to have a factor of surprise for customers while effectively delivering the message of change. That is how the innovative Business Card was born. There was an envelope that was designed to represent the old Business Card where the message ‘we have changed’ was communicated on the flap of the envelope. Once the recipient opens it, they would pull out a new Business Card with the New Company Name mentioned on it.
Result: These Business Cards have been sent to Calderys India clientele along with a personalized gift. Customers were surprised by this smart Business Card and thereby it delivered the message effectively.
This has generated a good amount of awareness about the company name change amongst existing clients while also presenting them with a new Business card for further communication.
Advertising Agency: Paradigm Plus, Pune, India
Copywriter: Akshay Kulkarni
Visualizer: Ramesh Kompelli
Account Executive: Akshay Kulkarni
Account Planner: Madhulika Basu
Advertising Agency: Y&R DUBAI
Chief Creative Office: Shahir Zag
Creative Director: Shahir Zag, Husen Baba
Copywriter: Shahir Zag, Guillaume Calmelet
Art Director: Shahir Zag, Husen Baba
Illustrator: Kristy Ligones
Account Supervisor: Sarah Locke
Advertiser’s Supervisor: Jean Atik
Account Manager: Pierre Farra
Advertising Agency: Y&R Dubai
Director: Dimitri Daniloff
Executive Creative Director: Kalpesh Patankar
Agency Executive Producer: Amin Soltani
Agency Producer: Jolianne Ray
Photographer: Dimitri Daniloff
When most of my family were dabbling with their left brain I was skewed towards the right. Gandhi Jayanti liberated me! On that very day I decided that becoming a CA was not my cup of tea and promptly told my mother that all I wanted to do was paint. Her answer was as conventional as I had expected, “Beta! We are middle class South Indians! We know nothing about business. Who will you sell your paintings to?”After a yearlong war she finally relented and I enrolled myself for commercial arts. (It was the commercial side of art which convinced my mother that I will at least have a job.)
Now, after almost 12 years in advertising, out of which 10.5 wonderful years at Leo Burnett, which have seen my journey from a trainee to a creative director, I love every bit of my life in advertising.
I am also very passionate about all the other forms of art apart from advertising. It reflects in my blog ‘WindowSeat’ which is all about life and design. My home (which I decorated myself) was chosen as the top 5 studio homes in Asia by Apartment Therapy and this encouraged me to become a contributing writer to an Interior Magazine in its DIY and colour features. Editorial Photography is my other interest and this has taken shape as a face book page called ‘No Makeup story’. I am also involved in the revival of art and craft in India with the ‘Happy Hands Foundation’.
Apart from all this I also give my best shot at being a good mother to my two wonderful children, a good wife to my caring husband, learn sitar and watch movies.
I also step in to help my husband and friends as a colour and production consultant for their films, Chillar Party and few McDonald’s commercials are there just to illustrate an example.
Why are you in Advertising?
Solving client’s problems gives me a high. Understanding the human mind and its behavior intrigues me a lot. A combination of both is what keeps me glued to advertising, even after so many years. Very challenging yet very rewarding.
Did you attend school for fine art or design or Communications??
I have done Commercial Arts from Sophia Polytechnic.
Tell us about your most recent campaign?
The most recent work is for Indian Idol Season 6. It was a challenge for us since there are too many singing shows and the question was how do we differentiate ourselves from the others and most of all how would it strike a chord with the nation. The idea came from a simple human truth – parents, siblings, friends, teachers, neighbours, well-wishers have always been a guiding and supporting force behind what one wants to achieve, however small or big. Which was then captured beautifully by my writer Neeraj into ‘Har idol ke peeche hote hain na jaane kitne idol’. And then the idea was captured through various heart-warming stories written by my team and brought to life by the director Hemant Bhandari of Chrome Pictures.
Were there any particular role models for you when you grew up??
Undoubtedly, my mother for her forever positive outlook towards life and her sister (my aunt) who believes that you are never too old to learn anything new. Even at the age of sixty she wants to do a PHD.
Who was the most influential personality on your career in Advertising?
I have been blessed to learn the best from the best in my career. I learnt good design and typography skills from Vikram Gaikwad. The credit for my grooming in brand building goes to Kumuda Rao and Aggi. Paddy taught me how to be good at art direction. Pops, for believing in me and always encouraging me to think out of the box and guiding me in my career and life. And Nitesh Tiwari, who has influenced me the most to write stories, think big ideas and he is also my biggest critic.
Where do you get inspiration from?
Life experiences and conversations.
Tell us something about ‘Talking Books’ which won bronze at Cannes.
This was an idea which was with me for a long time but I always found something missing in it. Till I discussed it with Nitesh. He gave me a direction and actually forced me to think through it because I had almost given up on the idea.
Today’s Children are so much more interested in games and technology that they hardly read books. On the other hand, you just don’t read a book, you actually live it and interact with it. The idea of ‘conversations’ started from this very insight. Children get influenced by anything they are exposed to and great books are the best conversations children can have to learn from. We created 3 radio spots for Strand Book Stall where we showed kids benefiting from their conversations with Gandhiji, Nelson Mandela and Helen Keller.
Do you have any kind of a program to nurture and train young talent??
I don’t have any set agenda or program to encourage young talent. I don’t believe in hierarchy. So everyone in my team is involved in everything including meeting clients. Of course, as a team leader I nurture and identify each individual’s talent and push him or her in that direction. I hear them out and take their suggestions and make them equal partners in the process of creating.
Tell us something about the leo Burnett environment.
It’s a fun place. A home without closed doors. We have a flat structure in LB which makes everyone work together in a perfect harmony.
Tell us about your biggest challenge as a Creative Director?
Taking tough calls and being a task master even when I don’t want to be and most importantly I am a bit scared about the fact that I shouldn’t end up missing gem of an idea from my team by negating it. Which does not happen! Because if I negate it, my team has the freedom to discuss it with Pops and Nitesh.
Tell us about your 1st work as a Creative Director.
Launch of Wella Kolestint hair colour & launching Bigg Boss on Sony.
Pick and tell us about one of all your past campaigns, your personal favourite…
Every piece of work I have done is my favorite.
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?
Print advertising is not sad at all. It’s what the brands require and where the ad spends are. All beauty, automobile, apparels, media categories have great looking print and outdoor campaign. We do a whole lot of print and outdoor for Sony. Yes! Print and outdoor for some categories have become more of a reminder medium. More of the icing on the cake than the cake itself.
Do you think brands who’s advertising wins awards, do well in the market??
Let me put it this way. Brands whose advertising doesn’t win awards need not necessarily do well in the market. Ad industry has plenty of examples with of brands whose advertising has won awards and done well in the market too. KBC and Indian Idol has done that for us.
What advice do you have for aspiring creative professionals??
As creative people we have to continuously upgrade ourselves and find our true calling in any one art of advertising. We cannot afford to lose sight of why we are in advertising. Most of the times I hear young professionals telling me that they want to do big campaigns but they are not ready to go through the rigor. Put your heart and soul in whatever you do and you will see the difference it makes. Focus on your strengths than worry about your weaknesses. Don’t fall in love with whatever you create, it will only make you biased. Lastly, don’t get in comparisons with other creative guys because everyone is different.
Mac or PC?
Mac.
Who would you like to take out for dinner?
Rabindranath Tagore & Van Gogh
…And I wonder what the conversation would be like.
What’s on your iPod?
Amit Trivedi , Dido, Jack Jhonson.
Your upcoming campaigns if any?
KBC 6.
Advertising Agency: 1pointsize, Chennai, India
Art Director / Photographer: Sharad Haksar
Copywriter: Anantha Narayan
Don’t let the drink drive you.
Advertising Agency: JWT, Delhi, India
Chief Creative Officer: Bobby Pawar
Executive Creative Director: Priti Kapur
Senior Creative Director: Kishaloy basu
Art Director: Kunel Gaur
Copywriter: Sayantan Choudhury
Account Director: Preetika Mohan
Illustrator: Nithin Rao Kumblekar
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
