After Bates, JWT, Enterprise, Lowe and Leo Burnett and a little more than three years in film production, KS Chakravarthy, popularly known as ‘Chax’, was on Monday appointed as National Creative Director, Rediffusion DYR. Said Preet Bedi, President, Rediffusion DYR, “Chax is one of the brightest stars in the Indian creative firmament and I am delighted that he will now be working with us. For us, this is the successful culmination of a global search we began a year ago. Initially, Chax was reluctant to give up film-making but after understanding the size and scope of the challenge, he agreed.”
An engineer by training, Chax switched his profession to pursue his passion for writing ads. “To me, Rediff is the original iconoclast of Indian advertising. It began life breaking rules, and grew by breaking more of them. When Arun Nanda and Preet Bedi outlined their commitment to returning the agency to its pre-eminent position as the agency that redefines the business with every campaign, it was too exciting a challenge to resist,” said Chax.
Chax has worked on major brands like Taj Mahal Tea, Complan, Iodex and J&J. He has also done exciting work on brands like Thums Up (Grow up to Thums Up), Reebok (Enjoy the Game), Limca, Coke, Bajaj motorcycles, Fiat cars among others. Over the years, he has won over 75 awards and was among the first from India to win a Cannes Lion!
In 2001, Chax moved into ad film-making as a career and went on to make some memorable ads for brands like VIP Luggage, Axe, PSI (the Balbir Pasha series), Bajaj and the Congress party.