“Famous brands make creatives famous.”


Young creative people often shy away from working on big brands, it is becoming extremely difficult to attract good talent to work on country’s biggest brands. The reason being: You have to work with-in a given box, younger ones wants the freedom to think freely and fit brands to their ideas than the other way round. The discipline of brief, research and listening to consumers/ people is too much of a bore these days to youngsters. I like the freshness and energy youth brings to the table but hate the indiscipline which tags along.

There are few reasons why young creatives should work on big brands:

  1. Piyush: Cadbury’s, Fevicol, Luna, SBI, Ponds, Asian Paints and Perfetti
  2. Balki: Pepsodent, Fair & Lovely, Surf, Idea and Bajaj
  3. Prasoon Joshi: Coca Cola, Perfetti-Happydent
  4. Agnello Dias: Rin, Thums Up, Nike, Sony, Indian Oil and Times of India
  5. Rajiv Rao: Hutch, Vodafone and Zoo zoo’s.
  6. Madhu Bhandari: Fair & Lovely, Pepsodent, J
  7. Priti Nair: Axe, Balbir Pasha, Clinic, Surf and Green Ply
  8. Ravi Deshpande : Cadbury’s, Shoppers Shop and Asian Paints
  9. Chax: Brooke Bond, J&J, Airtel, Docomo and Indian Oil
  10. Abhajit Awasti : Cadbury’s, ITC, Asian Paints, Limca, Sprite and Perfetti.

Imagine if these legends were not to work on the brands they worked. would they be as famous as they are today? Big brands give you big canvas and big bucks. What else you need to be famous?. All these humble creative people ( I have known all of them for several decades now) have given there lives and have sacrificed personal time to work on big brands and I guarantee you they have the same appetite even today.

It’s a wonderful feeling when you see the brands you worked on are the brands people love and you have a little part in making them lovable.