“We all took salary haircuts. The entire team rallied behind me. It was a collective chest that took the bullet. I am eternally grateful to them for that.”
“We are a punctuation mark in many stellar corporate statements. That is such a blessing.”
Swapan Seth began his career in 1987 with HTA (now JWT) in Kolkata at the age of 20, and scripted the 'Iispat bhi hum banate hain' campaign for Tata Steel. Within a year, he was transferred to JWT, Hong Kong, where he worked on brands such as Citibank, Warner Lambert, Mateus and The Yellow Pages and won awards at Cannes, Clio and the Montreux Awards. At 22, he became Creative Director and moved to Clarion, Bangalore, where he worked on HMT, Nutrine and the Congress campaign. At 26, he became General Manager and Creative Director at Trikaya Grey, where his work on Bata, Hush Puppies and Kaaleen Carpets was awarded at the Bombay Ad Club Awards.
At 28, along with his brother Suhel, Swapan started Equus in 1995. In 1996, WPP bought a 30 per cent stake in Equus. The agency kickstarted its operations with work on Cielo, including the famous 'Liar' commercial and 'Dhadke Yeh Sadke' for Apollo.
In this conversation with exhange4media's Shikha, Seth talks about the journey of Equus Red Cell, the slowdown and the trends in advertising.