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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

Josy Paul, Chairman and National Creative Director, BBDO India: Both of them have tremendous creative elasticity. They have the width and depth to cut across traditional and non-traditional media. They have the ability to break the clutter with their ideas and craft. They also conceptualise and design restaurants. You can pull them any way you want. When looking at a leader for tomorrow, he or she can’t come from the past... A leader is a response to the past. He’s a reaction to the past. Sandipan and Monoj represent this reactionary leadership. They want to create something new and exciting and want to make a difference to the world around them. They collectively want to create history. And the synergy between the two is superb. They complement each other totally. Sandipan is a very articulate presenter. He initiates, creates and nurtures ideas and presents them beautifully in the best possible manner – keeping in mind the market needs. Manoj, on the other hand, is the quietly observing artist. He has a fine artistic temperament with the ability to foster relationships with people around him. He makes things happen. Together they are a multitude.

Sandipan Bhattacharya (31) & Manoj Deb (35), BBDO India. They’ve been together for the past 11 years and have shared both good and bad times, as if they were a couple. But Sandipan and Manoj have been much more than a couple. They have been creative partners, and that too in a field that sees a lot of churning and people moving on at a whirlwind speed. They have together enjoyed stints at Saatchi & Saatchi, Enterprise Nexus and Grey Worldwide. And just early this month, the duo moved to BBDO India. No doubt with such professional proximity, both sing praises of each other. “He (Sandipan) is really good at crafting and I really admire him as he is always so enthusiastic and eager to work,” says Manoj.

Similar thoughts are echoed by Sandipan who says, “The key to a great creative partnership is knowing the strings of each other and knowing how you can complement each other. And that’s how we have been working closely together for the past so many years.” With a wealth of experience behind them, the duo have worked on campaigns for Hyundai Santro, Hyundai Accent, Chevrolet, BPCL, Haier, Maruti WagonR, Aviva Life Insurance, OCM Suitings, Suzlon and a host of other ads. And now at BBDO, they have started working on the 7UP ad, which will be out soon. But both were unanimous while selecting their best work till date. The Orbit White campaign created by them, where the veterinary doctor keeps checking the cow’s whitening teeth, is their hot favourite. What’s more, their creative wealth has taken them far beyond the realm of advertising. The duo have even conceptualised and designed restaurants. Some of the Delhi’s finest concept lounges and restaurants designed by them include Shalom, Laidbackwaters and Line of No Control. Strangely, for two people who work as close as Sandipan and Manoj, they have set different goals for themselves. While Sandipan someday wants to create memorable campaigns, Manoj, on the other hand, wants to take everyday as it comes and does not have any high goals at the moment. Difficult to buy that one, right?

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