Advertising Agency: FP7, Oman
Creative Director: Noufal Ali
Copywriter: Arun R Kumarasamy
Art Director: Noufal Ali, Satish Kumar
Photographer: Noufal Ali
Illustrator: Venu Gopal
Post Production: Renjith Pillai
Anil started his advertising career close to 18 years ago and has worked with agencies such as Leo Burnett, Enterprise Nexus, Ambience Publicis, SSC&B Lintas and Percept Hakuhodo. Along the way, he has helped build brands such as Canon, Panasonic, Pantaloon, Taj Hotels, FedEx, Killer Jeans, Westside, Raymond, Siyaram, The Times Of India, Femina, The Economic Times, Brand Equity, Indiatimes.com, Pierre Cardin, Thums Up, Lakme, Vicks, Nerolac Paints, Park Avenue, to name a few. Anil’s work has been featured in several award shows and advertising festivals. His work for The Times Of India was the first Indian campaign to have won the Campaign of the Year award at the Asia Pacific Adfest; the campaign also picked up the same award at the Abby Awards. His work for Vladivar Vodka and Georgia Gullini clothing was showcased in the international Archive magazine. At SSC&B, Anil’s creative work helped the agency win the ‘Most improved agency of the year’ title, moving up from Rank 52 to Rank 18 in less than a year, within the Lowe network. As Bombay Creative Head at Percept, his work helped the agency garner more than 40 awards over a span of 2 years. Anil has been a member of the jury at the New York Festivals, Goafest and the Outdoor Advertising Awards. Anil regularly contributes articles to FHM magazine and is also working on his first fiction novel.
Why are you into advertising?
When I was a kid, my father owned an ad agency. Back then, there were no computers and he used to manually cut typefaces printed on bromides. He used to cut it very carefully, with a pair of scissors set the type for each ad with his own hands. As a teenager, I couldn’t help but get fascinated by the whole process. Often, I used to help him source typefaces from Letraset and various international magazines and I think that exposed me to the wonder of advertising; unknowingly, it helped me find beauty in typography, writing and art. Thanks to him, I could tell a Bodoni from a Futura, while I was still in school. In retrospect, this went a long way in defining the future. As it turned out, a few years later, my father got a job and so we had to move out and I found myself in Bombay and that marked the turning point of my life. I remember, a long, long time ago, while I was still wet behind the ears, I visited the CAG exhibition where I happened to see the Mauritius Tourism campaign and an electric sort of feeling ran through my spine and that was when I decided, I should be in advertising.
Did you attend school for fine art or design or Communications?
I did a Copywriting Course from AAAI and yes, I even graduated from the Mohammed Khan School of Advertising.
With your busy schedule as an ECD, do you have enough time left to indulge in Creative?
I follow a hands-on approach to work. I believe it’s the only way to stay focused on the creative output and the only way to keep your work fresh and contemporary. I’d be restless if I didn’t do at least an ad a week.
Were there any particular role models for you when you grew up?
I’ve had no role models but I’ve certainly had the good fortune of meeting and working with a whole lot of wonderful and incredibly talented people. Some of them include Mohammed Khan, Rajiv Agarwal, Sharmeen Mitha, Arun Kale, Agnello Dias, Ajay Chandwani, Elsie Nanji, K V Sridhar, Prashant Godbole, Zarvan Patel, Anand Halve and Vikram Gaikwad, among many others. Since I spent years working with these people, it’s quite obvious that they’ve had an impact on my work.
Who was the most influential personality on your career in Advertising?
Mohammed Khan. Without a doubt, he’s still the greatest Creative Director India has ever had. He’s easily the most honest, the most stylish, the most awe-inspiring and the most passionate advertising person I have ever met. I wish life had a rewind button and I could simply go back to the years I spent in Enterprise. Why can’t we have more creative directors like him?
Where do you get your inspiration from?
Arty museums, seedy bars, twitter, wikipedia, coffee shops, wherever I can get it from.
Tell us something about the work environment at Percept.
Percept has had a unique culture and a unique way of working. Since I had moved to Percept with my earlier boss, Ajay Chandwani, I found it a lot easier to bring in a creative culture, so to speak. We had a lot of fun producing some good work, some of which went on to win prestigious awards at Goafest, New York Festivals, Graphis and Montreux. It was quite exciting being part of the transformation, since it was the first time Percept had won so many awards.
Do you have any kind of a program to nurture and train young talent?
Percept does have knowledge sharing sessions every weekend, wherein renowned professionals are invited from the industry to share their knowledge and help train young talent.
What about new and young film makers/photographers? Do you consciously keep looking for newer talent and try someone completely new?
It depends on the nature of the project and the skill-sets required to execute the job. Obviously, the creative output is sacrosanct and if someone younger can bring more value to the table, I’ll be open to it.
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? Why do you think it has lost the shine? Why are the younger lot more interested in TV? Is it because TV creative (after the script of course) is outsourced to a production house?
I think it’s really sad to see print and particularly, writing for print, die in this country. It’s equally sad to see the younger lot ignoring print completely. There was a time when we used to fight among each other to work on a print campaign, but quite apparently, all that is now history. I think it’s bullshit when they say people don’t have the time to read, I think the real reason is that quite evidently, most writers are not writing any more and most planners and juries are not supporting writing any more. A premier Indian newspaper supplement once carried an article titled ‘The Death of Copy’. Ironically, the article was over 600 words in length. The article contradicted the very premise it was based on; that people don’t read any more. Last I checked, newspapers were still on the stands, blogs are gaining more importance and we see more and more bookstores than ever. The fact is, when you write copy that is relevant and intriguing, people will read it; when you have fun writing an ad, someone out there will have fun reading it.
About 12 years ago, all IIM and other B-School grads had advertising as their first choice of career option. Today it does not even feature in the list. How does that reflect in the quality of non-creatives in the industry? Is that one reason why the current print work sucks?
Great advertising is born out of a collaboration between a business insight and a disruptive idea. Obviously, it would be horribly wrong to have one without the other; that would most definitely affect the quality of any creative work and not just print alone. Now, more than ever, this industry needs as many bright thinkers as it can get.
More and more young people are web savvy and want to work on the internet or on more entrepreneurial ventures. Has that affected the quality of people advertising has been getting?
On the contrary, it’s helped push the envelope. It’s always good to have young, web savvy creative talent around, considering it’s common knowledge that the internet will gain even more ground as a medium, in the days to come. It’s also refreshing to see so many creative people start out independently. I firmly believe the next big creative revolution will be digitized and more often than not, the big ideas will come from
independent creative hotshops. Traditional advertising and beliefs will undergo a massive transformation and it will be exciting to witness a paradigm shift.
Do you think brands whose advertising wins awards do well in the market?
Without a doubt. According to The Gunn Report, more than 70% of the brands which win awards go on not just meet, but exceed sales targets. Advertising which wins awards obviously stands head and shoulders above the ones which don’t, and therefore gets noticed better and therefore, results in sales. It’s quite simple, really.
What advice do you have for aspiring creative professionals?
Stay hungry. Stay foolish. Never, ever waste money on an expensive portfolio case;
all your employer cares about is what’s inside.
What is your dream project?
To work on a campaign for Volkswagen.
Mac or PC?
Mac. Dead argument, innit?
Who would you like to take out for dinner?
Salman Rushdie. He’s got to be the most fascinating man on earth.
What’s on your iPod?
Jack Johnson, Pearl Jam, One Republic, The Fray, GMS and good ole’ Pink Floyd.
A photographer by serendipity, happy accident. Bought a second hand camera in 1977 it had a mission and a destiny for me like a magic talisman, no one would have predicted, least of all me that I would change my profession for the third time with it.
Why are you a photographer?
I wish I could answer that, some people have profound answers, I dont think I chose it, it chose me. I sort of like being led by my nose, well……..err……let my wife not hear that.
Do you remember any decisive moment when you felt ‘I want to be a photographer’?
No there was no Road to Damascus or some bolt of lightening, sorry I know its boring, its just one of those things, after a few years of making photographs, I looked back and said – gee, I must be a photographer, because I am not gardening, or in an office or whatever. Its always by ‘default’.
Were there any particular role models for you when you grew up?
Oh yes of course, many, My Mother to begin with, and an artist friend Babla Senapati, were huge spiritual influences that I was aware of. Of course there were many more subliminal ones, like authors of classics, philosophers, literature, and spiritual gurus, India inspires me continually.
Who was the most influential personality on your career in photography?
Hard to give you one name, so allow me to give you a slew. Avedon, Bresson, Newton, Penn, Araki, Lachapelle, Cravo Neto, Recuenco, Tress, and many many many more actually.
How has photography changed over the course of the last couple of decades? Is execution/art direction more important than it used to be?
Photography sort of mirrors the times, it has become more explicit and with larger production values, of course there are so many genres of photography, so its hard to generalise, but societies values run parallel in the media. what one could not say 5 years ago one might be able to say today, generally its the other way around. here in our country its becoming more fascist. This I dont think is representative of society but political. Everyone plays one against the other, but what suffers is the art. It is becoming more a ’stylists’ domain.
What do you think of the current state of Print Advertising photography in India? Is it at par with the work done worldwide?
The standard technically is very high and comparable, but the ‘idea’, the story-line, the concept, is severely lacking, this you see in Bollywood too. We are terribly unoriginal, everyone copies.
There is a certain sense of stylization in your work. Its almost like a signature. Where do you get your inspiration?
I buy a lot of books only to know what not to do. I continue to do what I do, because I have never seen anything like it. BUt that can become its own trap, one needs to move beyond ones own self, its like a reverse shadow, that leads you and you follow.
You have also Written a few books , could you tell us a little in detail about them ?
Written’ not sure about, authored, yes, done 4 books now, shall talk mainly about the book my wife an I collaborated on, Itinerants – mumbai’s nomads. This was started 13 years ago, and was completed some 8 years ago, its a long story best read on my blog. but the upshot is that we eventually decided to self-publish, for several reasons, not least of which is that the work was being copied happily by many, so we thought, enough is enough, lets just put it out there and move on. We loved doing the book and it has motivated us to never wait, just do what your heart dictates. Its easy to self publish now and even make a profit. See here and here.
Was there any time when you wanted to quit photography?
No never! But I cant honestly say I liked most of the advertising photography or meeting with the tribe of advertising people, felt that it was spurious, hype, spin doctoring, fake and inflated. Prefer gardeners, architects and dancers, you can tell quickly who is good and who isn’t. No need for much talk.
Any current work in Indian Advertising that you find exciting? Especially Print?
Shucks, I actually dont go looking for it, as it has not been exciting, creative or unusual, so my exposure is extremely limited.
Whats your dream project?
Rather not talk too much about it as its likely to be plagiarized again (see how paranoid I’ve become). But its just that, I am photo-illustrating my subjects dreams. And I’ve chosen only the dark and the macabre; the bright, shiny, happy ones are the stuff of indian advertising.
Who would you want to spend a dinner with?
Mughda Ghodse, Amrita Rao and Halle berry
Whats on your iPod?
Its an eclectic mix given to me by a young german musician, he gave me eurpoean funk rock and hip hop in strange languages, mixed with classical and pavaroti.
Mac or PC?
That is not a question. there is only one kind of computer. I am a cultist, and a mac person for many years now. Just believe in good design, dont like the prices, but think that it is a far superior product.
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Advertising Agency: One Mg, Chennai, India
Creative Directors: Amrish Shyam, Nishant Rastogi
Art Director: R Thirumaran
Copywriter: Amrish Shyam
Illustrators: R Thirumaran, Suresh Baba
ABOUT ME: Being a Indian born in England, I have two cultures to be inspired by the Indian heritage brings out vibrancy while British side of me is more considered, its definitely reflected in my work, I enjoy what I do and I work hard to create great work, I have had some great clients to work with and its always nice to build up good client artist relationships. STYLE: My illustrations are bold and strong. The pieces are carefully considered and this is evident in the composition with intricate silhouettes and designs. Colour is an prominent ingredient in my work; I choose to provoke an emotional connection with my selection of palette choice. INFLUENCES: I like to create design on a daily basis, it may be a small doodle in a sketch book, which may lead to a bigger idea and design, I feel this daily process keeps me fresh as a designer, ideas are crucial to my design process. I like to collect design which appeals to me, I never throw anything out as I believe that whatever I have will be useful in some way one day.
Why are you an Illustrator?
I enjoy working as a illustrator, I cant imagine doing anything else, its not a very traditional path for a indian to take, with most of my indian family and friends taking some sort of traditional career path as a accountant or doctor. I have always been creative from a young age and it felt natural to pursue a creative career. I enjoy working on a creative piece which has come straight from my imagination. Its not as simple as putting a pen to paper. Its very much an equation or formula which needs answering creatively. I often spend time figuring out a design, which I most often then not enjoy doing.
Did you attend school for fine art or design?
I have studied design from when I was at school all the way through to University where I enrolled on to a degree in Graphic design. I enjoyed my experience at university where I learned alot from my tutors and friend. It was a great environment to experiment with design. It was great time to compete with my fellow classmates and it encouraged me to always produce work to a high standard something which I still believe in today. I always want to create a piece of work which is better then the last pice of work I have created. Its what keeps me fresh as a designer
You have a distinct style of illustration. How long did it take you to develop your style?
My creations are a blend of delicate, intricate forms, and a good use of colour, composed together in a harmonizing way. It’s a matter of how I feel about the work I’m working on. If it feels right and im excited by it, I know I will be satisfied with the final piece.
I have developed a style over the years, which is constantly developing. Its clean and simple in its form. I like to create intricate, delicate work, which is essential to create a feminine touch to my illustrations. I trust in the composition and weight of my work. It’s a very thought through process and everything is placed coherently.
The lines are swooping and weaving through the design, which provide a sense of movement. These forms interact with elements in my illustration, which is very characteristic of my work.
I introduce and work with floral designs and nature, it’s a feature to my illustrations, depending on the brief. I like to overlay my work and have different layers come through which adds a fresh dimension.
Were there any particular role models for you when you grew up?
I was influenced by designers such as Neville Brody, David Carson, Vaughan Oliver, Peter Saville, Tomato, Designers Republic, They were the designers of the time while I was studying and I very much looked up to them. Although my work bears no resemblance to their style now. At they time they were of much importance to me when I was interested in graphic design. Although I am more of an illustrator I still reference their work, when I am working on something which is of a more graphical nature.
When did you start freelancing?
I started freelancing after I left working for a fashion brand which was my very first job back in 2000. It was a great launch pad for my career as it was a very well know brand. I was finding my feet at the time, and i very much jumped in at the deep end learned to swim on the job. I has been very much a steep learning curve, I have learned from my mistakes and has been a great learning experience.
Was there any time when you wanted to quit Illustrations?
There have been time when I have been strapped for cash, and thought about seeking something more secure. Its a tough industry with alot of competition and you have to always be at the top of your game, you have to love what you do while having a head fro business which is something I have now created.
Are many advertising agencies getting illustrations made these days? Do you work more with agencies or publishers?
There are many advertising agencies using illustrations. It all depends what is in style at the time. Your style of work can be in style and then out the next. its a vicious circle which you have to get use to. I have learned to adapt my style and try new things to always be in work. you have to be adaptable and be jack of all trades to survive, Advertising is obviously more attractive as it is the industry that pays most well.
I have been lucky to have had equally amounts of work from both advertising and publishing, obviously I would prefer more adverting, because of the exposure and pay. Experience counts in the design industry A client likes to know you are professional and can deliver a quality project on time. I learned if you have a personable and approachable attitude towards your clients you more often then not receive repeat business or are revered on a recommendation bases to someone they know.
Any other Indian Illustrators who you admire?
Nishant Choksi who I share the same illustration agency i always liked his style and work.
Do you have any favorite fellow illustrators or resources relating to your fields?
You have such a wide experience as a top working professional. What advice do you have for aspiring creative professionals? Would you advise them to take on Illustration as a career option?
I have to admit it is a very tough industry its a craft which you have to be good at like any career, its helps to be creative and passionate. In the beginning it can be tough to start your career, you have to preserver and not give up. you sometimes will be rejected but it only makes you stronger and encourages you to work hard. I am always working and designing, I spend time working on my ideas and my sketch books, its something which I enjoy doing and I dont see it as a job personally.
Mac or PC?
I have always been a mac person, and im not very PC literate to my frustration.
What’s on your iPod?
Presently i listen to a lot of the Beastie Boy tracks, I love the Blackeyed Peas. I listen to some bollywood tracks also.
Jitesh Patel can be contacted via his website here
My name is Rajeev Basu. I live and work in London. I work across advertising, design and products. I’ve worked at Fallon London and The Brooklyn Brothers. And currently work for Saint London.
Why are you into Advertising?
I like being creative. I like the idea that you might come up with something that no-one else has ever thought of. And how it might take shape as a piece of film. Or a book. Or a product. Or sometimes even as a piece of advertising.
You went to study Economics at University. What made you come to work in advertising?
Advertising allows me to laugh just as much in the week as I do at the weekend.
Tell us something about the work and creative atmosphere at Fallon and Saint…
We were lucky to be at Fallon when it was the place to be. Cadbury Gorilla was taking off, and the place was buzzing. It was amazing. I think it was one of those rare times when it was all the right people at the right place at the right time.
I like Saint London a lot. We started here when it was really small. About 20 people or so. It’s nice because it’s a lot more hands on. And we get to work on pretty much everything. We recently did this title sequence for the Virgin London Marathon. We used a cool animator from Philadelphia called Andy Rementer. Love his style. Think these turned out pretty neat…
Were there any particular role models for you when you grew up?
My dad. He is the smartest person I know. My mum. She is the most selfless person I know.
Who was the most influential personality on your career in Advertising? Tony Cullingham at Watford copywriting school. You cannot describe this man in words. He has shaped so many of the most brilliant creatives around the world it’s scary. He is brilliant. And I feel privileged…
Where do you get your inspiration from?
I like funny stuff. I read and watch a lot of comedy. I like The Simpsons, Futurama… tv shows like The IT Crowd, Black Books and Father Ted. Oh, and I like the film ‘Man on the Moon’ too (it’s a film about a comedian ahead of his time).
Tell us something about your Rat Table project. What spurred this amazing thought?
I do a lot of independent projects outside of work. Rat Table is the biggest and most well known. It’s a sculpture. It’s a table that will be made entirely by rats. You can get all the info and see pictures on my site here. It’s an ongoing project. If you’d like to see how we get on, and see whether a huge number of rats can turn a big solid block of wood into a table – join the facebook group…
I’ve also recently launched my first product called Impossible Lamp. It’s a lamp made of wax that works without melting. You can read more about it here…
Do you get to see some of the advertising being created in India? Anything in particular that you remember?
I still remember the Levi’s stickmen press ads that came out of India years ago. I think I saw them at the Young Guns show here in the UK.
Do you think brands whose advertising wins awards, do well in the market?
I think where awards are rewarding creativity that has demonstrated that it was genuinely effective are good.
What advice do you have for aspiring creative professionals?
It’s better to be different, wrong and irrelevant than to be boring.
Go with your gut.
Mac or PC?
Mac.
Who would you like to take out for dinner?
My future wife.
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.
