Tailor is an independent creative agency based in the green Chembur suburb of Mumbai and is spearheaded by four senior Creative Directors. Founded by Kaushik Mitra (ex-Leo Burnett) in mid-2010, the team includes ex-colleagues Kiran Chandorkar (Art), Gopal MS (Copy) and Sadanand Narvekar (Art). The senior team have between over an average 15 years of experience across categories and have won over 100 domestic and international advertising awards. Tailor works by spending quality time on each brand, understand the category, and then gain insights on the potential consumer who will buy into the brand. The focus at Tailor is customised creative ideas.
Why are you in advertising?
When I was growing up in Calcutta in the 1980s and 90s. I used to enjoy quizzing, reading the newspaper, Reader’s Digest, India Today and various other magazines. In school, I used to enjoy writing essays, as writing let me interconnect my learnings from various fields. I learnt about the existence of ad agencies from a close friend in school whose family owned an agency. Before that I used to think companies create their own ads. The quality of ads on mainline newspapers were quite smart in those days, and I started looking out for the key number. Soon, I became familiar with names such as Trikaya Grey, Ogilvy, Contract, Clarion. Secretly, I started imagining a career as an ad writer, though publicly I opted to study science in class XI and was preparing to crack the American universities. Luckily, I didn’t receive 100% scholarship in the American colleges that accepted me and I opted to major in Economics from Calcutta University. It was in this phase that I could become more brave and started applying at agencies. In July 94, I started off at Clarion Calcutta as a copy trainee at a princely salary of Rs 2000. After that, I have never had to consider another profession. Even now, when I hear about ex-colleagues dabbling in Bollywood, it does not excite me. Advertising is what I love, though I agree it can serve as a training ground to almost any other profession.







