When I knew Priti Nair, 22 years ago she was a quite girl sitting at one corner doing her own thing at erstwhile Chaitra Leo Burnett. As I discovered a stellar piece work she shared with Chax (KS Chakravarthy NCD of CLB then) it took me by surprise, this was for Sanora Floor Tiles, an elephant doing aerobics to demonstrate the strength of the tiles. Since then, she not only came up with great ideas but championed them too, and then she went on to becoming one of the finest creative directors both at Leo Burnett and Lowe Lintas.
She is the most confident creative person I have ever met and quite up front with clients at selling her ideas, her loyalties are only for ideas. At lowe she donned the role of an Idea Marshal, marshaling troops to champion ideas be it Clinic Plus, Balbir Pasha, Greenply, Havells, Surf or Camlin. Ideas just flourished with her presence, keen observation fueled by social/cultural understanding, her work resonated with masses.
To illustrate one; when we were working on AIDS awareness campaign aimed at truckers, both Balki and I after a brainstorm gave up, concluding nothing can be done to make truckers see any sense in using condoms. But Priti and team did not give up and the next morning they came back to us to share an insight into a trucker’s life: ‘Truckers believe AIDS will not happen to them because they visit the regular prostitutes but it can happen to others” this brilliant observation led her to a potent insight “people are always are interested in other’s stories” thus fictitious character called Balbir Pasha was born.
I really admire her never-give-up attitude and passion to champion great ideas like Surf or Greenply. I secretly wish I could marshal my troops and ideas as well as her.