Aalap Desai appointed NCD at Isobar

Isobar, the digital agency from the house of Dentsu India, has announced the appointment of Aalap Desai as national creative director.

 

Desai will lead the agency's creative team and report to Gopa Kumar, COO, Isobar India.

 

Prior to the move, Desai was NCD at dentsumcgarrybowen (dentsuMB) India where he held the position of NCD. This is his third agency within the Dentsu umbrella; he joined Dentsu Webchutney as senior creative director and head of copy (Mumbai) in 2018.

 

Shamsuddin Jasani, managing director, Isobar South Asia, said, "At Isobar, our motto is ‘Invent, Make, Change'. We are striving to deliver innovative creative experience-led solutions for our brands in India. Aalap looks at tech as not something dry and lifeless but as something that can change lives and makes it work harder for brands. That's a perfect fit with our philosophy and is the apt approach we need to make Isobar future-proof as a leader in innovations in India.”

 

Kumar said, "We live in an age of clutter coupled with shrunken attention spans. For brands to rip through the noise and stand out is of paramount importance. Creativity is the only thing that can make that possible. It is not garnishing anymore. It is the meat. It is the substance, and it is the only way brands can take a leap. Aalap's brand of creativity is just what Isobar India needs. Enjoyable and meaningful. I couldn't think of anyone else better than Aalap to partner us in our next phase of growth."

 

Desai said, "Digital is a creative mine that is still hugely under-explored. Solving brand challenges with a proper insight that is supplemented by digital intuition is an explosive combination that very few people are aware of and something that even fewer choose to tap into. This combination has always been part of the Isobar DNA, and I will work towards hyper-charging it. Also, the past year has been tiring. Work pressure has eclipsed the joy we derived from work. One of my top agendas will be to reverse that because I genuinely believe that a tiny, seemingly insignificant thing as joy is actually the only key that opens up many locks. It unlocks creativity, leading to unlocking fame, awards, and a thriving creative culture because all of these follow. Isobar has phenomenal energy and a brilliant set of people. I'm looking forward to having tons of fun."

 

In a career spanning 13 years, he has also worked with Disney+ Hotstar, Leo Burnett, JWT, DDB Mudra, Ogilvy and Publicis Ambience.