Advertising for me is like a F1 speeding on the fast track. The challenges are many. But for a seasoned driver everything is under control and there’s no slowing down. I cannot think of any other profession that offers such a variety of opportunities to shift mental gears from Blades to Banks, Shampoos to Shirtings or from Tyres to Teas?

I have learnt that it really does pay to master the tools of one’s trade. Apart from a sharp layout sense and visualisation skills an Art Director must objectively soak-in the task at hand and use all his experience and wisdom in creating the right communication. My thinking doesn’t stop at thin lines, pretty pictures and tiny logos. Because I believe that advertising is about creating something great out of the ordinary with an interesting twist.

And this is where my vast experience and learnings gathered over a period of time have really helped me. Which explains why my affinity for the medium extends beyond the brush to creative writing as well. It has helped me to grant an expression to my story telling skills. To me that often means scripting out a film or writing a jingle is like narrating a story to a child. After all there is a child in each one of us.

I have been fortunate enough to have worked with some generous clients. Clients who were blessed with ample focus and foresight. Clients like Balsara, HLL, P&G, ITC, De Beers, Blow Plast, Godrej, Raymonds, and LIC. We all shared an obsession for new ideas, a burning need to break the mould and a compulsion to communicate better.

The interaction has helped me discipline myself to be a better ‘brand’ person in terms of positioning and touching the buyer’s pulse.

I am often asked about awards... their importance or the lack of it. What is there to say? Without a goal post it is difficult to score. Sure awards are important. They reaffirm your conviction and are reflections of your calibre. But I believe they can never be the sole yardsticks of your worth. Advertising is much larger than the sum of one’s awards.

When you love what you do, work does not seem like work anymore. It becomes a passion and an obsession that helps you blaze new trails and leap forward. This does not mean it is a cake walk. This field calls for a lot of sweat, blood and tears. Frustration can derail your best efforts. But then the secret of survival is to never say die and carry on.

Despite it all, even today, I get the same thrill that my first piece of work gave me, every time I do a new piece of work.

I guess that’s the force that keeps me going on and on…… in the fast lane!