One of the greatest pleasures that one experiences in the profession of marketing is the development of creative advertising. In many such pleasurable pursuits over the course of my marketing career, Raj has been my companion. Pony tailed (most of the time), drunk (sometimes, and stopped now apparently!), serious (almost never), whenever he walked into the office all my colleagues used to wonder about the sense of adventure and abandon in a creative agency.
Having said that, in all our pursuits, I have been struck by the fact that he just ‘gets’ the brand straight away. Then we debate the one-line brief till he’s fully convinced about it. And then it’s time to just let go!!! Unafraid to cross conventional boundaries, he has almost always been able to come up with attention-grabbing scripts & ideas that refresh long existing brands and build new ones. His creative abilities are not restricted to any particular genre too. But the biggest strength of his lies in being ‘wild yet rooted’, in being able to strongly link the creative idea to the brand promise.
As a good friend, I look forward to interacting with him in the various cafe coffee days of Mumbai.. And as a marketing professional, I delight in the fact that he makes the job worthwhile.