I am a complete Puneri (Pune-ite) at heart. I completely represent the Pune cult. I inherit my art from my family. My dad, Mr Sadanand Chandekar, is a recognised stage artist from Marathi theatre. My mom, though not involved in theatre professionally, is a connoisseur of music and theatre. As such, I see my art deeply rooted in my family background.
Why are you into Advertising?
It is one thing to create art from one’s own inspirations and muses. It is quite another to delve into somebody else’s mindspace, get a glimpse of their mindset and thought processes and then create art that’ll click with them, appeal to them. In advertising, the ‘consumer’ is my inspiration. The consumer is my critic and my best friend. I like the challenge of creating ideas and concepts, that come from a very specific insight of the consumer.
My mind does not see advertising as a marketing activity or a sales promotion drive. As an artist, I perceive advertising as my canvas. It’s the media on which I paint. And then the painting works its magic!
Advertising provides me with the variety and spice that I need to keep living. It is my opinion that if one has talent, in advertising, sky is the limit for developing one’s artistic pursuits. And at this point in my career, I see a field of challenges and opportunities just waiting for me.
Did you attend school for fine art or design or Communications?
Yes, I attended Abhinav Kala Mahavidyalay, Pune. I majored in the applied arts faculty.
Tell us about your recent work campaign?
I currently work with Ogilvy & Mather, in their experiential and rural marketing vertical, called OgilvyAction. I think that my work is another step in my education as an artist. The experience I’ve gained in O&M has further strengthened my art philosophy. Like I said before, the insights I’ve gained into the consumer’s mind, have given my art a new identity.
Recently I undertook a campaign for Hindustan Unilever Ltd., for their soap Lifebuoy. The brief was to develop a campaign to explain the importance of washing hands with soap to pregnant women.
Were there any particular role models for you when you grew up?
Speaking frankly – I do not see anybody as my role model. The pursuit of excellence and the constant endeavour to further my capabilities as an artist, are the 2 things that drive me.
Who was the most influential personality on your career in Advertising?
Fortunately I have the chance to work with creative and industry-leading masterminds like Mr. Rajkumar Za, Mr Sameer Gupte and Mr Vipul Salvi. These are names on the frontier of the industry today. I respect and admire them for their professional dedication, understanding of the advertising art and the effective manifestation of their artistic ideas.
The creative teams in agencies are made up of two halfs of art and copy. My work is what it is, of course because of my copy partner Saisuresh Murthy.
Where do you get your inspiration from?
Contrary to popular belief, inspiration does not necessarily have to come from only the extraordinary. My inspiration comes from ‘the ordinary’. From the many a things that come to us by default. In the course of my interplay with society, as a professional and as a private citizen; normal events, ‘day-to-day’ happenings tend take on a different and unexpected form. Forms that you never would or could imagine. My art, my inspiration is not alien to my society. In fact, it stems from it. My art is the manifestation of my life experiences. Alec Padmsee’s autobiography ‘Doublelife’ inspired me to step into this field. Reading it was really a wonderful experience.
Tell us something about the O&M environment.
O&M, of course is well known for the healthy atmosphere it provides in which healthy creative minds thrive. The agency believes in meritocracy and thus attention is given to creating a competitive and informal environment. This way, I can concentrate more on my work.
Tell us about your 1st work as an art director in the field of advertising
My first campaign as art director is called Khushiyon ki Doli. It is a Unilever campaign. I will always remember this campaign for the once-in-a-lifetime opportunity it gave me to work on almost 15 different FMCG brands at one time. The challenge was come develop a direct to consumer rural communication module, which would deliver multi-brand customised messages to the rural audience at their doorstep.
What do you think of the state of Print advertising right now. At least
here in India, the released work is most often too sad?
I think that the quality of content published in any media (including literature), is the result of equilibrium of two equal and opposing forces. On one hand, the need of the authors, or copy/art teams, to give better and newer creative inputs, is constantly pushing its limits. On the other hand, the awareness and readiness level of the audience for which this content is intended, continually limits the extent of creative liberties that the publishers can take.
Even today, in the age of digital and virtual media, the daily morning newspaper at the time of breakfast still remains an indispensable part of our day. As long as the readers will keep on opening that newspaper or magazine in the morning, the medium of Print advertising will continue to exist. And thus we, the ones who create the printed creative content, need to keep on pursuing excellence, even in this media.
Do you think brands who’s advertising wins awards, do well in the market?
This is a classic question. And the answer is very simple. Very broadly, there are two types of awards in advertising. Creative excellence awards and effectiveness awards. The former celebrate excellence of creativity in the content published, and the latter celebrate the effectiveness of the published content in achieving the desired results.
In my work, I pursue effective creativity. It is my belief, that a ‘creative ad’, that does not achieve its effectiveness targets is only half the work done. Clients do not select their agencies to make creative ads. They select their agencies to make effective ads that may also be creative.
What advice do you have for aspiring creative professionals?
The creation in itself is blissful. the professions where creative activities go on enrich your life quality.it becomes a pleasure journey than mere many earning whereas I have to state that when u knw that the money is everything the creative profession brings you heaven to live with
Who would you like to take out for dinner?
See I am a bit choosy regarding whom I ask out for dinner. So if you insist, I will ask only Mamta Kulkarni. Wink!
What’s on your iPod?
Nitin Sawney, Karsh Kale and Prem Joshua
Your upcoming campaigns if any?
Confidential. You’ll know them when you’ll see them.
Mac or PC?