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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: I think he is very intuitive and instantly understands the problem at hand. He has no particular style. However, he has this unique ability to tailor his style to suit the client’s brief. I mean we can solely depend on him to solve even extremely complex problems. A simple thing like the ‘daag achche hain’ campaign of Surf Excel, no one in this world except Arun could have cracked this puzzle. He is a very humble and a nice person. He doesn’t think of himself as a genius. For him, coming up with a big idea is no big deal – totally unassuming guy.
Arun Iyer (29), Lowe Lintas. For him, creativity has two sides. One that is inborn. And the second is the creativity in advertising, which is very different. He calls it commercial creativity that “comes according to the product’s needs, where one has to be creative enough to entertain people and at the same time ensure that consumers also buy your product.” Known to the industry as the man behind the Surf Excel campaigns, he completely revolutionised a category as boring as detergents, by playing on the reverse psychology of human beings. The brief given to the team was ‘dirt is good’ and it was Iyer, with his out-of-the-box thinking, who cracked the idea of using children and establishing an emotional connect between the brand tagline and consumers. ‘Daag achche hain’ playfully pampers children for getting dirty, instead of the usual reprimand that they get from their mothers. Despite the Surf Excel communication under his belt, he wishes that he had cracked the ‘What an Idea, sirjee’ campaign (done by colleague Nikhil Rao for Idea) too. Writing for his college magazine, he always knew that his calling would be in advertising or journalism. Fate intervened when a friend talked him into joining the ad-frat. Today, Arun gets his high from entertaining and influencing the decisions of millions.
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 Ravi Deshpande, Chief Creative Officer, Contract Advertising: What I like most about Vineet is his drive and his energy. He is very assertive and most importantly, I love his quality of work in art direction. He is a very eager guy. He always has his thinking cap on and has very strong thinking reflexes. One has to have the appetite to succeed. In fact, that is a crucial precursor to success. And Vineet has a keenness to succeed in life. He is definitely a promising guy for the future. He has been doing consistent work in the past as well as in the present and that too across the board. This makes it very difficult for me to single out and choose the best out of the whole lot of work he has done.
Vineet Mahajan (31), Contract Advertising. A Commerce student who planned to study Hotel Management. However, he was never good at studies and instead had a tremendous gift of the gab. Chemistry equations appeared alien to him, but once he realised commercial art was a lot easier, he ended up being in advertising. Ask him why? “Because advertising is a language by which I enjoy talking to people and understand the masses.” But strangely enough, Vineet does not believe in the word creativity. “You don’t create anything. It is more of a discovery. Something like what James Watt did – he discovered the steam engine, but did not create anything,” says the ad man, with a Golden Lion and two bronzes at the Cannes to his credit. He says that his best is still to come, but his work for Hutch has brought him immense recognition.
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