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D&AD
Judging Preview – DesiCreative
Preeti Vyas
Chairwoman and Chief Creative officer, VGC
2015 D&AD Crafts for Advertising Jury

Why did you choose a career in advertising?
I did not chose the advertising profession, it chose me. Serendipity landed me at the doorstep of Contract advertising and I ended up working for one of India’s most creative persons; Mohammed Khan. That started my journey in advertising and lead me later to Trikaya Grey advertising and I became part of the dream team there.

Did you attend school for fine art, design or communications?
I graduated from the National Institute of Design and specialized in visual communication.

What role models did you have growing up? Or who has been the most influential personality on your career in advertising?
From Contract to Trikaya Grey to VGC – All these have been most inspirational colleagues and mentors, and have shaped my view of communication strategy and design. Not to mention that they have helped hone, I hope, a fine eye for craft.

What projects are you working on currently?
We work with clients who have a discerning eye and understand the importance of the intelligent creative quotient we bring to our work. It is a list of blue chip indian clients. Too many to be named here but do jump over to vgc.in to see their names.

What will you bring to the jury?
As a jury member, I would be looking for how ideas have been executed and articulated to excel using the finesse of craft.

Crafts for Advertising is a popular D&AD category, what will you be looking for amongst the entries?
I hope to see intelligently presented entries which help the jury to understand the process and the choices made to achieve a certain result. Good craft raises the bar in terms of pushing the creative from good to great. And the lack of importance of craft is something I have to constantly struggle with in India. We have great creative minds but not enough rigour is put in crafting  ideas. This is sometimes so surprising because with a computer savvy generation, one would think this would be so easy to achieve. So its not the machine, its really the minds working with them that need to get more demanding.

What advice would you have for aspiring professionals?
My advice to young creatives is that take your work seriously, not awards.Try to push the envelop a little further everyday, to satisfy your own yearnings to excel. And you will find great joy and fulfillment in doing that. Fame, and fortune will surely follow because you are leading from love of your work and not lust for recognition, which is a fickle partner at best.
The entry deadline for the 2015 D&AD Professional Awards has been extended until 25 February. To find out more about categories, eligibility and entry criteria, visit http://www.dandad.org/en/professional-awards/

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