Hasta La Creative!

Why are you into Advertising?
It’s the closest I come to being an artist, without knowing how to draw. It’s the closest I come to being a writer, without the patience of writing a book. It’s the closest I get to being many people, without being a schizophrenic.

Did you attend school for fine art or design or Communications?
Advertising was nowhere on the radar while I was growing up, and writing even lesser so. I was a science student at school, who went on to pursue a bachelor’s in business studies. And after a series of career misfires I found myself holding a pen and scratching my head over a brief. So the only formal training I’ve had is on the job.

Tell us about your recent campaign?
The last piece of work that made it watchful idea of research is a commercial for Pears Soap. It’s on air at the moment. Quite a charming little story about a little girl who catches a sunbeam and wants to put it in a safe place.

Were there any particular role models for you when you grew up?
I’ve been a sports buff all my life. So growing up my walls have been plastered with posters of Michael Jordan, Pete Sampras, Gianfranco Zola, Sachin & Azhar. But while they may not have had any influence in my life, sport sure has had. I owe a lot of my mental make-up and my resilience to sports.

Who was the most influential personality on your career in Advertising?
I think the guy who sacked me from account management. That’s when I crossed over to the creative department.

Where do you get your inspiration from?
I wish I knew. Life would be so much easier. But since I don’t know, I look everywhere for it. In books, in music, on the net, on tv, in people, in conversations, in my travels. Anywhere and everywhere.

Tell us something about the McCann environment.
If you look at other network agencies, McCann Erickson is a very young agency. And today it can say the same for the age of its employees as well. The senior management of the Mumbai office is in the age bracket of 33-38 years. Our Creative Directors are younger still. And that is today our greatest strength; we are younger, gutsier, hungrier and more nimble, both in our thinking and our attitude. And testimony to this is the fact that the Mumbai office has been one of the more awarded offices in India this year.

Tell us about your 1st work as a creative director in the field of advertising?.
I don’t remember my first piece of work as a Creative Director, but I do remember my first really significant piece as a Creative Director. I did it during my stint as the Creative Head of Y&R, Malaysia. It was a radio innovation for Colgate 360 toothbrushes. We replaced the beep that radio stations use to blot of profanities/obscenities with the sound of brushing. Followed by the message ‘Colgate 360 toothbrush. Get the filth out of your mouth’, at the end of every song that needed censoring.
It win Y&R it’s first Grand Prix at the Asia Pacific AdFest, along with metals and honours at every major award show. It also helped Colgate win the client of the year at Malaysia’s local award show – a first for the client.
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?
Well for starters it’s not just in India. Print advertising the world over sucks at the moment. And I think for this one the clients need to stand up and take responsibility. Print is now only a glorified brochure. Loaded with everything, except interest.

Do you think brands who’s advertising wins awards, do well in the market??
Good work that does well in the market can surely win awards. As for not-so-good work that does well in the market. Well imagine how much better it could have done if it was good work. Not to forget, it could also go on to win awards.
I’m not saying it’s important to win awards, but it’s very important to do good work. Let’s not just be satisfied with the market shares.

What advice do you have for aspiring creative professionals?
Don’t try to be the next Anybody. Instead be the first You. It’s what you do best. And it may just be what the industry is missing.

Mac or PC?
At the risk of sounding like a stereotypical creative person… out and out Mac person.

Who would you like to take out for dinner?
Am a complete foodie, so this question would be a lot more exciting if I change the Who to What. Right now some sushi, along with some unagi and rice would really hit the spot. And of course some sake to wash it down.

What’s on your iPod?
My iPod has fallen behind the times. It still croons far too many oldies. Am still listening to RHCP, Pearl Jam, AC/DC, Metallica and Dave Matthews. But have been tuning into a lot of radio off late. Bollywood music has developed a serious rock accent of late. And am loving it.

Your upcoming campaigns if any?
We have a rather interesting on-ground activity coming up, for Parachute Advanced, that’ll find its culmination in social media. It’ll help the brand embrace the youth in a big way.