Indian creative is lacking in new blood... hopefully, the (creative) independents will have the same effect here as they’ve had everywhere else – that is, break some conventions and inject some fresh energy into the proceedings.
After graduating with a gold medal from Delhi University in 1990, followed by a degree in Economics and Politics from Oxford University, Mohit Dhar Jayal has held key positions at agencies in India and abroad, including Leo Burnett London and Euro RSCG India, following which he established his own brand development agency in a joint venture with the Madison Group.
In 2003, Jayal joined V Sunil as a partner at ‘A’, a highly successful creative independent that merged with Wieden+Kennedy in November 2007 to create W+K India. During his career, Jayal has helped create positioning strategies and sub-brands for corporations across the world.
In conversation with exchange4media’s Pallavi Goorha Kashyup, Jayal
Q. W+K follows the policy of one office in a country, or so it would seem. And India is the youngest operation of the company. Where does India stand in the global W+K network, both in terms of revenue and geographic expansion?
W+K Delhi, like W+K Shanghai, is an important part of the W+K network for three reasons: (a) India’s market potential; (b) being able to participate in a consumer revolution; and (c) the opportunity to work with W+K’s global clients in an exciting new region. W+K Delhi is already a significant contributor to the network’s revenue, and will hopefully turn into a major contributor by 2012.
Q. The Nokia’s N-Series campaign from the agency was written about a lot. Which are some of the creative works from W+K India that you are proud of?
We’re very proud of our work on IndiGo, who we worked with to redefine every aspect of customer experience, right from lighting to sandwich boxes. It’s a great product at a great price, and people love it. It’s got very little to do with advertising, which makes it all the more satisfying.