Hasta La Creative!

I come from small city of Maharashtra – Nanded. I always wanted to pursue creative field because my father is a writer, and I’ve always been fascinated with the creative world due to him. After completing my Art Teacher Diploma, I decided to set foot in real world of art, which pushed him to come to Mumbai and pursue an art degree in the illustrious institute of Sir J J Institute of Applied Art. My main forte lies in creative illustration and also in developing unique creative ideas.

I’ve been in the creative business since 2012 till date and forever. 

I started my creative journey with LINK ADS India followed by Eggfirst Advertising and currently COX AND KINGS ( INDIA) Mumbai.

Over the last many years, I’ve worked on various brands like Society Tea, Hasmukrai Tea, TATA motors, Ajmera, Hiranandani Fortune City, Peninsula Heights, Peninsula Land, Kokilaben Dhirubhai Ambani Hospital, etc. Under the Cox and Kings brand, I’ve worked on several of its sub-brands like TUTC, GLODEN BREAKS, Enable Travel, Bharat Deko, Duniya Dekho, Self Drive, CKFS, FIT, etc.

Why are you into Advertising?
Since the time I was in school, I had a keenness for drawing and painting. With time, this fondness of mine just grew and I knew that advertising would be the right outlet for me to showcase my creative side. Somewhere the whole idea of solving a customer’s problems with the right kind of brand communication has always appealed to me. 

Did you attend school for fine art or design or Communications?
Yes. I did my BFA at Sir J. J. Institute of Applied art, Mumbai. (2008-2012)

Were there any particular role models for you when you grew up?
I look up to my father greatly since he was the first person to introduce me to the world of creativity and storytelling. He is a Marathi writer, so it’s natural for him to have an impact on me. 

Who was the most influential personality on your career in Advertising?
To me, R.Balki has been the most influential advertising personality. His work showcases a fine balance between creativity and business objectives, which in turn evolves into magnificent advertising. So his approach to creativity is something I try to follow while cracking a brief or a layout. 

Where do you get your inspiration from?
Life, books, conversations, friends, songs, movies- anything that is unique and refreshing around me.

Tell us something about your current place’s work environment. How do you keep motivating yourself and your team creatively.
I am currently working in Cox & King’s in-house creative department. The atmosphere here is rather fun-loving and motivating, contrary to what most people feel about corporates. Together, we watch a lot of videos and ads, and get creative conversations going in order to bring out the best ideas from each other. 

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?
It’s rather unfortunate that brands and clients underestimate the power of print media. Most of the advertisers opt for online mediums to promote their brand these days. However, the beauty of conveying a story, in my opinion, comes out best only in print media. 

Do you think brands who’s advertising wins awards, do well in the market?
No, I believe genuine ads that actually aim at solving a customer’s problem or sell a crucial product seldom win awards. 

What advice do you have for aspiring creative professionals? 
Watch movies, plays, read, listen to music, take up a hobby, meet friends, travel… Work with people who are better than you. Best ideas come when the mind is free and inspired.

What is your dream project?
To work with the legend R. Balki and create documentaries or videos for social issues

Who would you like to take out for dinner?
R Balki

What’s on your iPod? 
Krishnakumar Kunnath (KK) when I am travelling. 

Mac or PC?
Obviously MAC

Whats your Twitter Handle? 
@Rajivin 

Bis work can be viewed on his Behance page here.