At the end of the day, it is the people who do the work to help in growing the organisation. We are moving into the business of building brands. Unless you keep on raising the bar every single day for yourself, you get sluggish and you get happy with what you do. I am excited about the next challenge. So many brands, and so little time. Genius doesn’t happen everyday, but even if you do it once a month, it is worth it.
Bobby Pawar oversees creative across the four-agency network. Prior to taking over Mudra’s national creative responsibilities, Pawar had spent seven years in the US market with BBDO, Chicago and O&M, New York.
Pawar cut his teeth at Ogilvy & Mather India. He rose quickly from Senior Copywriter to Creative Director and worked on award-winning campaigns for Tata Safari, Tata Sierra, Kelvinator and British Airways, among others.
He is a two-time Copywriter of the Year (Ad Club of Bombay, 1998, 2000). In 200, he joined Ogilvy & Mather, New York as a Creative Director. There he worked on brands like Jaguar, American Express and Kodak. He helped pitch for AT&T Wireless and was asked to run the $600 million account when the agency won it.
He re-launched AT&T Wireless with the much talked about ‘mlife’ campaign. The launch spot ran on the 2002 Superbowl and ranked in the top three in the US Today Poll. Additionally, it was picked to be in the Museum of Modern Art. Moreover, one of the follow-up spots was spoofed by Jay Leno on his show.
Pawar moved to BBDO, Chicago in 2004 as Group Creative Director. He worked with Marty Orzio, the CCO, to turn around an agency that wasn’t known for great work. He helped change the culture and the product. Now, the shop is considered one of the hottest in the region.
A stand-up comedy buff, Pawar also loves photography and travelling.
In this interview with exchange4media’s Tasneem Limbdiwala, Pawar speaks about Mudra’s four verticals, describes the agency’s journey so far, how he is perceived as a boss, and more...
Q. Please brief us on the four verticals of Mudra group.
As I mentioned earlier, we aim to be the best creative solution provider, hence we are organised into four verticals. First is the main Mudra agency, which aims to be not just an advertising agency, but a communication consultant too, and that’s how we see ourselves. The second one is DDB Mudra, which puts the intent of DDB in the Indian market. Third is Mudra Max, which would be the determination of ideas in every flash point – from the most traditional through the media agency to the newer mediums. However, a lot of time many are mistaken that the new age media is digital, but if one looks in depth, the new age media mediums are born on-ground. Many find new ways of engaging and creating experience for the consumers with on-ground activations. The fourth vertical is Ignite Mudra.
India is becoming a nation of entrepreneurs, and Mudra being born in Ahmedabad, which is an entrepreneurial place in itself, we as an agency know how to take those brands and make them grow. We have a history in this business and that was polarised into a specialised entrepreneurial brand building organisation. These are the four verticals, which will guide us in evolving business. However, we may modify the verticals as we may add and remove certain things. So, we haven’t been afraid of trying out new things. Thus, the new appointments like Jude Fernandes, Rajeev Raja, Rajiv Sabnis and KB Vinod coming on board are in line with the these structural changes.