Monthly Archives: September 2007

Kaushik Mitra | Mumbai

 Kaushik In Goa

Kaushik is a Creative Director with Leo Burnett Mumbai, and has numerous great campaigns to his credit, including being voted as one of Asia’s Hottest Creatives!

 Why are you in Advertising?

As a boy, I was always inquisitive and would read a lot of newspapers and magazines in addition to the regular detective fiction. I was also becoming a keen quizzer, regularly winning at the school level, and sometimes qualifying for regional and city finals. As a result, I think, I started enjoying the interconnectedness of everything we learn and do, and writing essays was a great way to explore all this and get subjective. The objective nature of the natural sciences and maths would be a little claustrophobic for me. Soon, my love for writing essays started converting into A+ scores in English Composition and my other scores started suffering a bit and I became officially unfit for a career in Engineering, Medicine or Accountancy – the three main career options available to kids in the early ‘90s. So you could say that I’m in advertising by elimination also.

What the font!

What the font  

Ever seen a font and wondered which was it? WhatTheFont? is a wonderful new service that lets you identify fonts. Just upload a jpeg and it will tell you what font it is. We tried with the DesiCreative logotype. After upload, WTF? wanted us to help it confirm some characters.  It couldn’t give us a match, but suggested we could consult a font expert in the font forums. Worth a try once. What the heck!

Shantyarow | DesiCreative in Dubai


Shantesh Row (Shanty), 31, Copy Group Head, GMASCO Dubai. A decade of decadence in advertising.
Currently handle Toyota, Lexus and IKEA, among other clients in the UAE.

Why am I in Advertising?
Because it’s the most fun I can have with my clothes on. No seriously, it’s quite an addiction for me, to be able to sit with a blank piece of paper and put in a piece of my mind on it. Then of course, there’s that small matter of paying off a home loan!

Did I always want to get into Advertising?
Yes. I was born a compulsive liar. I managed to wriggle out of many tricky situations just because I knew what words to use, when and how. Politics would have been a great option, but I’m not geriatric yet, so Advertising was the next best thing. At the start, like every middle class boy in the mid 90s, I did dabble in safer career pursuits like Chartered Accountancy and MBA (which in hindsight, would have added more zeroes to my current zero bank balance), but my heart always itched to do something creative. (more…)