This week's Adland Rockstar is Krishnapriya Datta, senior art director, Ogilvy (Delhi).
How did you get into advertising?
Well, entering advertising was not an accident. It is what I wanted to do. I chose to take up applied art at the College of Art (COA) in Delhi. I am a pretty focused person. For instance, I was so sure about what I wanted to do, that I applied to just one college after Higher Secondary and that was the College of Art. I was confident I would make the grade. While I do not have anyone in my family who has worked in advertising, some research after COA made my choice very clear. I always knew I had to do something that allows me do art direction / designing / innovation and most importantly has lot of thinking involved.
Describe your first week in advertising.
Bagful of discoveries indeed! My first day in advertising was a nightmare for my parents. I got back home at 2 a.m. The interesting thing was that I was not doing anything for that long! I was made to stay back just to experience the advertising culture and style of working. It seems a bit absurd today.
And, of course, I met all these colorful people that advertising is so full of. I remember being told by a very senior creative at the time that “Advertising is a small jungle with dinosaurs all around you. Careful! They are ready to eat you up.” I am still trying to figure out what that meant.
What was the first brief you worked on?
Nestle (Free bowl offer in 2003). I did the copywriting and art direction for this - "Bol baby bol, bol free Bowl". I remember patting myself on my back after cracking that line.
What's one thing you like about your job?
The power to create brands (imagery). Good/powerful brand building can endure for years. That’s powerful stuff. The quest to create a memorable piece of advertising can be very addictive.
What's one thing you don't like about your job?
To glorify products that one may not like personally.
What are some of the brands that you get to work on? Which ones do you enjoy working on the most?
I'm currently working on KFC, Hindustan (Hindi) and Max New York Life. I enjoy KFC the most because I think I've managed to understand what the brand requires. I say this because it takes me very little time to come up with something that clicks immediately with the client and customers.
If not in advertising, what would you be doing?
A chef! I find cooking very relaxing and I think it requires a knack and creativity to prepare good food. I really liked the line from the movie Ratatouille, 'Anyone can cook'. If you understand what that line meant, you would agree when I say that this applies in the context of advertising as well – 'Anyone can come up with good ideas'.
One person in advertising you'd like to have dinner with?
Let's not mix food with work!
One person outside advertising you'd like to have dinner with?
My husband! Can’t think of anyone else.
Three films/film-makers that are your favourites.
All of Satyajit Ray's films, Amelie (Jean-Pierre Jeunet), The Return (Andrei Zvyagintsev).
Three books/ authors that are your favourites.
The Art of Looking Sideways (Alan Fletcher), Dance, dance, dance (Haruki Murakami), Marriage & Morals (Bertrand Russell).
Three campaigns you've seen that you'd put in your hall of fame?
Vodafone Zoozoos (Ogilvy Mumbai 2009-10), Built It for Lego (Saatchi & Saatchi, Singapore, 2006-07), Two Worlds for Jeep (BBDO, Kuala Lumpur).
If you were stuck on a deserted island, what would be the three things you'd want with you?
Sun tan lotion, tea bags, a sketch pad with a pencil. It's so difficult to zero down to just three when one has the entire world to choose from.
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