With around 12 years of experience in advertising, Madhumita says she’s only just begun. Utterly full of energy, Madhumita is passionate about life – wanting to devour every experience in all its depth and taste all that life to offer. She loves travelling but is equally happy doing that mentally with a voluminous book in her hand. She is quite comfortable taking up challenges, skydiving included, and that reflects in her work, life and choices. She would like not to be put in a box!
“We are all more alike than we know. So the lesser I say the better!“
Why are you into Advertising?
I stumbled into it, and isn’t that how most people get into advertising? In some professions like this, a big part of the reward is the work itself, like when you have a great idea. The satisfaction is tremendous. Of course, the unique challenges in advertising make it even more interesting, like your art partner always, diligently, typing out the copy you mailed him on the layout instead of copy-pasting it, and sending it to the boss, or worse the client, before letting you copy check! But beyond that, I find it a rewarding career, and as with everything else, perseverance and commitment pays.
Did you attend school for fine art or design or Communications?
No such luck. I nurtured my mind with a BA English Honours. And then ruined it all with an MBA [kidding].
How did you get your first job in advertising?
I blitzkrieged all the top agencies in the city with my application which consisted of a cover letter and a resume on some really nice paper since I had no portfolio. Got calls from all of them, copy tests followed, and chose to join Ogilvy & Mather when offered an internship.
You had won a Cannes Bronze very early on. How has that impacted your career?
I get such a kick even now from the fact that the box in which the metal was delivered to our office had the address with my name on it, and below that, junior copywriter. The win gave me great belief in myself, showed me how magical collaborations can be and also informed me to never ignore instincts. My career so far has been built on these precincts.
Do you think brands whose advertising wins awards do well in the market?
Yes, most definitely. Like the Ariel Share the Load campaign, actually upped sales in a category which never sees such spikes. And surpassed every other in terms of brand recall and perception. There’re plenty of other instances too.
Were there any particular role models for you when you grew up?
It’s like the world is full of people I admire. But I could never really fix on one role model.
Who was the most influential personality on your career in Advertising?
My father, who’s been in advertising all his life, has been the biggest influence on me career-wise and otherwise.
Where do you get your inspiration from?
These days it’s my son who sparks ideas and thoughts in my head. Also books, books, and books. And Instagram.
Tell us something about the work environment at your agency…
Like at every agency ever – chaotic, mad and fun.
Do you have any kind of a program to nurture and train young talent?
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?
Yes, print work has been on the downward slide.
With TV viewership falling and OTT Entertainment platforms being ad-free how do you see the future of brand building?
If some platforms are off the radar now, other newer ones have come up. We just have to continue building brands on those. Work doesn’t stop.
Any notable digital campaigns?
Last year we did some work for Flying Machine jeans which became the material for a TikTok challenge. It involved doing splits in your denims or even your PJs. The results were great, and quite entertaining too!
What advice do you have for aspiring creative professionals?
I can only restate what the greats have already said – when life gives you lemons, have some tequila!
What is your dream project?
So many – working on the biggest brands in the world, doing a course in art or writing in the top colleges of the world, doing up my dream home and so on.
Mac or PC?
Mac hands down.
Who would you like to take out for dinner?
I can’t decide about such things – too many to choose from.
What’s on your iPod? Spotify?
I stream whatever the mood calls for. These days I listen to Koino Yokan, an Argentinian duo described by my son as ‘the girly man and budget DJ band’.
What’s your Twitter Handle? Instagram?
Link to Fabelle chocolate launch film:
Link to Fabelle Diwali chocoscapes:
Flying Machine Split: