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4Ps
Welcome to creative-dom!
They say old is gold. But the new is not on hold either... Watch out as the youth brigade in ad-land storms into your living room and influences everything, from your choice of detergent to the car you race to work and back. By VAREEN RAY & SURBHI CHAWLA
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 R. Balakrishnan, Chairman, Lowe Lintas: Nikhil is a truly lateral guy and has surprised everyone by coming up with some totally unexpected creative solutions. He does not have the kind of problem solving ability that Arun Iyer (his peer) possesses. However, his so called disconnected ideas are surprisingly widely successful. He’s a great idea generator. Who can forget his superbly successful ‘Idea’ campaign? It was not your usual run-of-the-mill kind of an ad – totally out-of-the- box. Nikhil comes across as a hugely responsible person, with a careless air of irresponsibility around him.
Nikhil Rao (35), Lowe Lintas. His inspiration is his fat pay packet and according to him advertising is a field, where sometimes an idea clicks and at others, it does not. Soon after graduation, he joined Asian Paints as a salesman. Predictably, he soon became bored with what he was doing and his routine. Had he not quit the company, he’s sure that they would have anyway thrown him out. After spending nine long years at Lowe Lintas, he now calls the place his second home. In fact, he admits that joining Lowe was like a home coming for him, for he has practically worked on almost all accounts of Lowe – Idea Cellular, Balbir Pasha and Wheel. At a time when the advertising industry is famous for its game of musical chairs, with creative talent moving from agency to agency, it’s a miracle that Nikhil has lasted in his seat (read: Lowe) for this long. “I had too many reasons to stick around. I was getting the work that I wanted to do. Money was important, but never a reason for me to change my job. At Lowe, I have always enjoyed and hence, never thought of a change,” he asserts. After such a long time in Lowe, there is little doubt in his or our mind that he looks up to his mentor Balki for guidance.
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 Agnello Dias, National
Creative Director, JWT: Surjo has a hunger inside him to create things. He has a passion to excel in life and will do whatever it takes to reach the pinnacle of success. He is always looking to improve the things he has done in the past and is never satisfied or content with his work. As far as his personality goes, his biggest strength is that he is always hungry for more. If he has done a good job and even if he is satisfied, he will still come back and do more, as his personality is very intense. Definitely a promising guy for the future. Oh! And while his Mountain Dew campaign brought him loads of success, personally I love his ‘Ooh aah India...’ campaign for Pepsi.
Surjo Dutt (31), JWT. A college dropout who just happened to be in the right place at the right time. After all, it is important in the advertising industry that one makes a good start and it was just his luck that he started at JWT. “It is a great learning place with some fantastic people around me that helped polish me,” he reminisces. So much so that he has stuck around at JWT for nine years now and feels that it is the environment at this agency that drives him further. Work might be similar at other agencies and ‘moolah’ too would not be a substantial differentiator, however it is the environment that matters to him and keeps him going. A complete bike freak, Surjo is dying to work more on the Hero Honda account that JWT has. He does not consider himself creative enough and is still trying to figure out what creativity is. He has worked on a number of top notch brands like Pepsi, Nestlé, Hero Honda, ESPN, but is humble enough to call all his work fairly decent.
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