Campaign India Team
Dec 07, 2009

Adland Rockstars: Macklin Lacerda

This week's Adland Rockstar is Macklin Lacerda, creative group head, Draftfcb+Ulka.

Adland Rockstars: Macklin Lacerda

This week's Adland Rockstar is Macklin Lacerda, creative group head, Draftfcb+Ulka.

How did you get into advertising?
Think it all started with The Indian Copy Book my dad once gave me. I read it and knew instantly this was my calling. Started out with a stint at Multimedia Aquarius. Then spent a few years at Better Communications, where I still have a lot of dear friends. Took a break mid-way to work on my contemporary Christian pop/rock album (haven’t finished it yet!). Amidst all this came a point where I wanted to enter mainstream advertising and after offers from O&M & Draftfcb+Ulka, I went with the latter. With Chax joining shortly after I did, it was a wonderful opportunity to help push the creative envelope. It’s been a year and a half now and I’m enjoying the ride.

Memories from your first month on the job?
I was sitting alone at an Udipi joint, finishing my lunch. My phone rang. It was Neville Gomes, my then boss, calling to ask about a campaign that was needed for a series of cricket camps organized by Complan. After calmly telling him that it was ready (a lie) and it would be on his table in a few minutes, I asked the waiter for a pen (I still don’t carry one) and a paper napkin. I wrote the ad on it, body copy, headline, et al. Rushed back to office, typed out everything and there it was: my first national campaign.

If not in advertising, where would you have been?
A touring singer/songwriter or a professional footballer at Manchester United… (Ok, even a ball boy’s job at Old Trafford would do just fine!)

One thing you really like about your job.
The fact that I can walk in to work, let my mind wander all day and go home knowing "Yeah, job well done.”

One thing you don’t like about your job.
The fact that a lot of people outside advertising still think a copywriter deals with copyrights.

One person in advertising you’d like to have dinner with?
Neil French.

Any person outside advertising you’d like to have dinner with?
Manchester United manager, Sir Alex Ferguson. Don't know how I'm going to get past that thick Scottish accent though. On second thoughts, maybe Eva Mendes.

One filmmaker you worship?
Frank Darabont, the man who made two of my favourite movies: The Shawshank Redemption and The Green Mile.

Favourite author?
Richard Bach.

Best advertising campaign you’ve ever seen?
The Chivas Regal campaign by Neil French. Smart. Warm. Funny. Unpretentious. Unabashed. Irreverent. Endearing. All at the same time. Perfect.

At work, who is your best bouncing board for ideas?
I usually share a lot of my thoughts with my buddies Priyanka Kalwankar and Pradyut Kurma.

Three things you’d want with you, if you were stuck on a deserted island.
My guitar, keyboard and a portable studio laptop (would sure help getting the album done).

Your interests outside advertising?
In a nutshell: Manchester United (love the club to death), mountains (am an avid trekker), and music. Whether it is recording the album, rehearsing with my band on weekends, or even working on ad jingles, music is an integral part of who I am.

Campaign India

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