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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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 K. V. Sridhar, National Creative Director, Leo Burnett: Mithun enjoys understanding what the real problem with the client is and what needs to be done
with the brand. So that kind of intuitive understanding and taking joy out of
solving a problem, is what really makes a creative leader. For him, it is just not about writing the script, what is the insight, what is the brief from the client. It is very rare for a copywriter to observe what the competition is doing, what the category is doing and stuff like that. That mega view of business and the ability to understand problems and come up with solutions is what makes him a creative leader. The Cehat Campaign for a NGO that works for female foeticide is what I feel is his best work till date. He has also done a lot of good works for McDonald’s and UTI Mutual Fund.
Mithun Mirji (29), Leo Burnett. Creative people from every field, whether they are musicians, singers or artists, are his inspiration, for he feels that they are far more creative than a person in advertising can be. Personal satisfaction has always been his greatest driver. “At the end of the day, what matters more is a great piece of work that gets noticed and which makes you noticed. So work is more important and if that work comes out good that gives me a sense of contentment,” says the creative genius who bagged a silver Radio Lion at Cannes last year for the Cehat’s anti-female foeticide campaign. Well, he has not let all this fame go to his head, and claims that getting the award has been the second highest moment in his life; the first defining moment being the day he actually got a job in the advertising industry. But strangely enough, he landed here sheerly by accident. A hotel management graduate, he by chance got into Symbiosis Institute of Mass Communication, but it was only after he did his internship in an advertising agency that he eventually fell for advertising. Even after achieving so much success, his mantra for life is to enjoy. “I enjoy life and I enjoy my work,” he claims happily.
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 Abhijit Awasthi, National Creative Director, O&M – Jignesh is a rare guy, who has a keen sense of creativity as well as an equally keen eye to match clients’ expectations. The kind of solutions he comes up with are spectacular and truly path-breaking. He always has a suggestion to any problem. He’s always thinking and each time he does something, he tries to do the things differently. He’s a completely rooted guy, with no airs. His head is completely on his shoulders. What’s amazing about him is that he is always happy and always smiling. His brilliant Mentos creative is a testimony to his exuberant and vibrant nature...
Jignesh Maniar (34), O&M. The way in which your life goes is part destiny and part hard-work. For Jignesh, it was his luck as well as his destiny to join the advertising field. While doing his MBA from K. J. Somaiya Institute of Management, he was once caught bunking. He refused to apologise as he had not asked his friend to mark his proxy. The furious principal threw him out of the room. He later wrote a long letter to the principal. On reading his principal said, “It’s highly creative; why don’t you join advertising.” And that day Jignesh knew what he had to do in his life – be a creative guy. And for him, creativity means anything that is being done differently, that is done in a way that has not been done before. After brief stints at Vyas Giannetti and JWT, he has been at O&M for close to eight years now. His work on the Mentos ‘dimaag ki batti jala de’ campaign has caught the eyeballs of all and sundry. A good observer, he loves to create stories out of observing people. The most defining moment in his life was when his Asian Paints film went to the Cannes. Looking back, he now feels that advertising is all that he ever wanted to do in his life. And that is why, this bright lad now plans to bid adieu to his mentor Piyush Pandey and O&M. What was that, you said? Well, Jignesh has sky-high ambitions for his advertising. He plans to soon start his own agency called ‘ON’.
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