Was advertising always what you wanted to pursue?
You could say advertising pursued me even since I learnt how to talk. As a child I grew up listening to client briefs at home. Last minute artworks, packaging that needs to get into exports, colour correction, bromide, CMYK, printing effects…these were the terms I learnt before I learnt anything else. How? Well my dad had his own small little agency with a few very interesting clients. They not only kept him busy but also inspired me to pick up the brush and rubber solution before I was in grade 7. Those were the days when everything was done manually. Illustrator was a person who drew and photoshop was just a photo studio down the lane where one took passport size pictures.
Tell us about your career journey so far.
I began my career as a Visualizer with Mudra Communications Mumbai soon after completing BFA from JJ School of Applied Art. In about 6 months and just before I could complete my probation I was picked by the design guru Bhupal Ramnathkar to join his team in Leo Burnett Mumbai. I left Amer Jaleel my Creative Director after 6 amazing months. You couldn’t have asked for a better boss to start with than him. His voice still echoes in my ears.
Leo Burnett was the place where a lot more than just work happened. I was reporting directly to the master Santosh Padhi. Ramnathkar and Angelo Dias were Executive Creative Directors who thrashed the unwanted. And Pops and Chax were the CCO’s. I worked alongside Harshad Rajadhyaksha, Syed Mohammed Talha and so many amazing legends. Can you even imagine all these great minds all sitting together in a 5000-sq ft space. Now when I look back, I wonder at the power packed place it was, the same place where I met the love of my life and now wife Ritika. Soon after, I moved to Enterprise Nexus where I got to work with THE Mr. Khan… Mohammed Khan. This is where my life took a turn. In just 2 years MK & Ramnathkar gave me what no other agency in the world would give to it’s employees. The art of craft, the word of mouth and the chance to represent the network at Cannes Lions as one of the youngest from Asia.
I flew for the first time, Dubai happened to be a stopover for a quick visit to a friend and that’s when I decided it should be explored.
I moved to Dubai very quickly in fact. I Joined Partnership and worked hard. After about 3 years I moved out to join Lowe Mena and in just the time required for a human life to form and see the world, I was back. HaHaHa. John Mani the CCO & one of the Partners called me back and I was at The Classic Partnership in just 9 months. John was amazing at his craft and who could say no to him? But let me confess, I guess I also missed TCP.
Many moons have passed, and I continue to be at TCP. Rising from an Art Director to Executive Creative Director. What’s interesting now is that I also run the agency as the Managing Director. I learnt the ropes of management and client servicing with my mentor & CEO Rahul Nagpal. I owe it to him in a big way, I did an MBA under his guidance at the University of TCP. In my career, besides advertising, I also learnt the nitty-gritty of fashion retail working very closely with Raza Beig – The King of Fashion.
I must say I have been just plain lucky to have worked with some of the best during my career. And I love the journey so far.
What excites you the most in your current role?
Reactions. Yes, reactions is what excites me the most. Meeting new people, new clients, people who want to join you, the agency. They all have different reactions. Reactions to the work you presented, reactions to strategy, reactions to what you hate, your hair, what you eat. It’s fun… just to observe it.
Advertising when you started off and today, how has been the transition like?
It was fun then and it is fun now. Of course, mediums have changed, in my case because of my move to the Middle East the audiences have changed. But what’s still interesting and drives me, despite the changes, is the power of ‘Idea’ & Idea Creation. After all, the great David Ogilvy once said, without an idea an advertisement is like a ship that passes off without a light in the dark. As long as you can think of ideas relevant to present day you will enjoy the advertising journey.
Which are your all-time favourite campaigns?
Wow, that’s a difficult one. I love so many of them, wish I did them all. But since I am in a fun mood today, I remember ‘Dumb Ways To Die’… I love the song.
What are your views on digital media?
Its bread and butter currently, so can’t complain. But I do hate the intrusion on my screen time.
Do you like Instagram over Facebook? Your favourite form of Social Media.
Insta for sure. FB is dead. My daughter has introduced me to Tik Tok recently and I do like it on weekends.
How was the year 2019 for advertising and your predictions for this year?
Challenging 2019, I call it. It’s over. Pooof…
2020 looks even more challenging.
I think this is the year of Sustainability, as humans we will be lot more cautious about our climate… about surviving in an ever-changing world… about leaving a legacy behind for our kids. Advertising/Brands will be more Tech/CSR.
One thing you wish you had known when you started off?
That life could be so challenging… yet such fun.
Your advice to the budding creative talent.
Get into the details, think insight before idea. Make it real, relevant & engaging.
Don’t chase monetary benefits, work hard and everything else will rightfully follow.
Party hard, but health first!