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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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 There’s Anand Bhushan of Euro RSCG, who made everybody this side of the Himalayas, sing to his cleverly crafted ‘Bajate Raho’ tagline; Jignesh Maniar of O&M spruced up the sales of Mentos, with his ‘Dimaag ki batti jala de’ slogan; Aneesh and Sambit of Bates David took surrogate advertising to another level with their catchy ‘Aath ke thaath’ campaign for Radico’s 8PM Whisky... the list simply rolls on. Young guns are popping out of virtually every creative closet, making mind boggling contributions to the ad-mad world.
The consumer demography in India is also getting younger by the day. Simultaneously, a larger number of upwardly mobile young professionals, automatically mean that communication must become younger to meet the needs of this young consumer base. And here’s where the young & hip of ad-frat are contributing the most. While some may say that only experience matters, reality is that more-often-than-not, it is the youth, which is giving that explosive spark of creativity, which experience can but only temper.
After all, in 1963, when David Ogilvy, Leo Burnett, William Bernbach and Ray Rubicam were the living legends of the industry; even then, it took the fresh thinking of an undergraduate to conjure the You meet the nicest people on a Honda campaign!
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 METHODOLOGY
Instead of focussing on award-getters, the 4Ps B&M criteria instead was to only have those people on the list who had exceptional creative acumen (as per their peers and seniors), had an exceptional body of work in their kitty, had at least 6-8 years of work experience and were under 35 years of age.
With these criteria in mind, the 4Ps B&M team spoke to a host of industry leaders to cobble together a list of 70 names of young creative talent across the industry. Next, we screened the profiles of all the 70 short-listed guys, based on their volume of work and the buzz that their creatives had managed to create and whittled the list down to 50.
The next step was to talk with a cross section of their peers, colleagues and seniors and understand which of these bright sparks had it in them to become future leaders for the entire industry and an inspiration for others in their work. Finally, we spoke to the creative heads of various agencies (to which each of these young turks belonged) and had in our hands a list of 30 youngsters who best fit the 4Ps B&M parameters – that of people who have an exceptional body of creative work under their belt, are on the threshold of leadership and below 35 years of age.
Watch out for these GenNext young’uns of advertising who are ready to cash in on their brilliant campaigns that have catapulted them ahead of the pack. What’s more, they come highly recommended by their peers, superiors and industry gurus. Enjoy!
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