Twenty-six-year-old Pankaj Mishra, Senior Art Director, DDB Mudra, Mumbai, beat hundreds of others to win IMPACT’s 8th anniversary cover design contest.
When contacted by the IMPACT team to convey the news, Mishra thought he had just been shortlisted. “I had sent two entries and I wasn’t expecting this. I wasn’t sure whether my designs matched the brief, and so the expectation level was a little low. Of course, I knew the tea design was better. My Creative Director kept motivating me all through,” said Mishra.
Mishra’s cover design fits IMPACT’s theme – ‘The Age of Personalisation’ – to the hilt. “Personalisation has been there, but nowadays even a tea stall owner customises the product as per his customer’s wishes. He wants everyone to feel special. With eight ‘cutting chais’ offering eight different tastes, my creative goes perfectly with IMPACT’s 8th anniversary. I wanted to keep it simple, yet linked. I guess I managed to do that,” explained Mishra, adding that the idea for the creative came while he was having his daily cup of tea. He had to race against time to complete it, as the deadline was just a day away.
“I don’t expect awards, as it builds a lot of expectation. My job is to send the entry and then it is up to the judges to decide,” he muses.
Mishra has been with DDB Mudra for five months now, and the clients he handles include Neutrogena and Lipton Ice Tea. He is five years old in the industry and had worked with Publicis earlier, after doing a BMM course and a diploma course in Visualisation. At Publicis, he contributed to the Garnier Men campaign.
This isn’t the first time that Mishra has won appreciation for his work. While still a student, he had won the Maharashtra State Award for his ‘Save Electricity’ model. Apart from being a creative mind, he takes his passion for cycling seriously, riding every day to work from Ghatkopar to Santa Cruz. And the first thing he plans to do when he gets hold of his prize – a new iPad – is to make his cover design the wallpaper.
Mishra calls IMPACT a ‘one-stop shop’ for everyone and that it covers the entire industry. But that isn’t the only reason why he picks up IMPACT; he is quite impressed by the fonts, colours and the logo, like every other creative person!