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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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 Priti Nair, National Creative Director, Grey Worldwide: He constantly comes up with big surprises. He’s a brand creative genius. Howsoever boring or difficult be the brief, he immediately has something up his sleeve. He is totally dependant and very solid when it comes to brand strategy. He’s a restless guy, but that’s part of his personality, as it helps him in the ideation process. He just can’t sit at a place for long – constantly on the move. His best work Havells is testimony to his magnificent ability to put so much jaan into a simple thing like a bulb.
Brijesh Jacob (30), Grey Worldwide. After meandering through life trying to sell anything from Carrier Aircons to his soul, this 30-year-old Calcutta-born and bred Malayalee decided to settle for advertising. The pay wasn’t good but anything to ensure that he never had to step out in the merciless Calcutta sun. And by this time, boosting the circulation of The Statesman (where he was working at that time) did not have the same kind of charm. A few years, agencies and a PG in Mass. Comm. later, coupled with a shift to Mumbai, Brijesh finds himself responsible for the creative product of Grey Mumbai. Prior to this, he was a Creative Director with Lowe, Mumbai. That was where he learnt the tricks of the trade. But it’s in places like Rediffusion DY&R and Saatchi & Saatchi, where self-admittedly, he has taken his first steps to success. He has won metals at Asia Pac Adfest, Promax and Outdoor Awards and has been a finalist at Cannes and New York festivals. All these apart from having his work featured in leading advertising annals like Campaign Brief’s Work. When he isn’t dreaming about that dream car or house, he is busy stuffing himself with rice, dal and fish curry and mindlessly cheering for Arsenal.
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 Ashish Khazanchi, National Creative Director, Publicis Ambience: Ambar is quite lateral. The thinking-out-of-the-box quality in him is great. The experience he has, gives him an edge over others. He’s got a good understanding of brands. He knows where exactly to go and where not to go. He’s one of the interesting bunch of guys I’ve known. His “gorgeous hamesha” ad of Parachute was superb and a real hit. He has interesting perspectives and is a whacky thinker. He understands perfectly all the various nuances of advertising communication and consumer psyche. He doesn’t simply follow the Western way of advertising. He studies the Western trends and tries to adapt it in a manner that is completely Indian. What I’d really like to conclude with, is that he understands things from an Indian customer’s point of view.
Ambar Chakravarty (29), Publicis Ambience. Creativity runs in his genes. His mother is an artist and his brother (Ashish Chakravarty) is also in the advertising field. Walking on their footsteps, Ambar also wanted to do something creative and wanted to make a mark in film making. However, he stumbled upon advertising purely by chance and has been here ever since. After his dubiously short stints at Saatchi and Saatchi, Rediffusion DY&R, Mudra and Contract, he landed in McCann Mumbai, where he spent the longest time in his career – three whole years! But last year, he quit McCann to join Publicis. He’s worked on big-ticket accounts like Coca-Cola, Samsung, Ariel, Head & Shoulders, Radio Mirchi and Parachute Aftershower Gel, Barclay’s Bank, BarclayCard and Tata Indicom. But the man who has won AAAFI silvers for radio spots and radio writing (last two years), Mirchi Kaan awards, AsiaPac, New York festivals, Clio and a few others, is unhesitating when he says that his best is yet to come. A completely rooted guy, Ambar still has dynamic aspirations of being a successful film maker in the years to come. “Had I not been in advertising, I would have been a struggling film maker or may be a professional rock climber,” he laughingly says. Well, we’re not sorry, for the film industry’s loss has actually been the advertising industry’s gain.
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