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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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 Ramanuj Shastry, Chief Creative Officer, Rediffusion DY&R: Anisha is good at her work and is here to perform. She is a fabulous writer and raises standards. She also has an understanding of brands and their tones. Overall, a tremendous person, with great people skills.
Sagar Mahabaleshwarkar, Chief Creative Officer, Rediffusion DY&R: I have worked with Anisha on a couple of pitches. Apart from her basic understanding of crafts, she is a fantastic team leader. Her basic craftsmanship enables her to understand and write stuff, especially print, with great clarity and lucidity. She is gifted with a great strength to sense what’s good, what’s great and what’s bad.
Anisha Sarin (31), Rediffusion DY&R. In a country like India, it is very difficult for anyone, especially a woman, to reach the pinnacle of success without a formal education. But if a person wants, s/he can even move mountains. At a tender age of 18, after dropping out of college, Anisha was ready to take on the big bad world and prove her mettle. But instead of a bagful of certificates and diplomas, she only had her creative abilities to show for herself. After struggling it out in a number of small agencies, she got her first big break when she joined Grey. After a three and a half year stint with the agency, she moved on to FCB Ulka, where she worked for over two years. But the highest moment in her career came when she joined Rediffusion three months back. “This year at Rediffusion has been the most defining moment in terms of opportunities, like-minded people and a lot of big pitches,” she says. And today she is the proud recipient of the Silver Pencil at the One Show in New York for her work for Premsons Bazaar. She has also worked on campaigns for Taj Hotels, Crosswords and Economic Times. But she believes that her best is yet to come and is confident that it will be pretty soon. She is now eagerly awaiting her Himalaya Mineral Water ad, which she is currently working on. A true and sincere craftswoman, she is pretty open even while praising the competition. Totally impressed by the Sony Bravia campaign done by rival agency JWT, she candidly admits that she wishes that the ad was, in fact, done by her.
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 Preeti Vyas Giannetti, Chairperson and Chief Creative Officer, Vyas Giannetti Creative: A graduate in Geology, advertising ‘just happened’ to Reilly. Today, his enthusiasm for all things related to advertising are matched only by his passion for vintage cars, one of which he hopes to own some day. This enthusiasm translates into fantastic creative ideas, which have helped brands do better business. Some of the accounts he has worked on include, Birla Mutual Fund and Life Insurance, Philips, MTDC, Bombay Dyeing and Godrej, to name a few. Reilly’s drive and commitment to his work, coupled with his imagination, have made him a vital asset at VGC and will undoubtedly help him take on the world tomorrow. All this, when he is not playing pranks and having everybody in splits with his witty one-liners.
Reilly Rebello (29), Vyas Giannetti Creative. The day he met ad guru Piyush Pandey is the most memorable of his life. And the trick he played to meet the creative genius could straight be out of a Bollywood flick. He sent a fake bomb along with his resume to Sagar (Mahabaleshwarkar) who was the Creative Director, O&M (at the time). Everyone in O&M panicked and just as they were about to vacate the Ogilvy building, they realised that it was just a fake alarm clock with some agarbattis. Piyush actually congratulated Reilly for the superb idea. For a guy who wants to be a National Creative Director someday, advertising was not something he had carefully thought about. With a B.Sc. in Geology from St. Xavier’s College, he was all set to explore the earth & other planets. But, inspired by a friend who’d raved about his job profile in an ad agency to him, he found the creative field more interesting, than a job in Geology. Having spent the last seven years in various advertising agencies, he has worked on campaigns for Birla Sun Life Mutual Fund, Birla Sun Life Insurance, Aditya Birla Corporate, Express Group (Indian Express, Financial Express, Screen), BBC World, Travelocity.co.in and ICL, among others.
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