Cyrus Oshidar, Creative Head for MTV for the last ten years, has resigned from his current position as Senior VP – Creative & Content, MTV India.
Hitherto Oshidar was responsible for the creative and content of all the channels. However, with this development, Ashish Patil will look after MTV as VP – Creative & Content and GM. Keertan Adyanthaya and Nina Jaipuria look after VH1 and Nick respectively as VP and GM.
Announcing the development, Amit Jain, Managing Director, MTV Networks India, said, “Getting to see Oshi’s back is not a pleasant sight…literally! Oshi’s uniquely wired mind has played a significant role in establishing MTV as an ‘unpredictably cool’ brand over the last so many years. It was his ingenuity that started the trend of a new genre of creativity – that of ‘not taking oneself seriously’.”
Jain added, “Over the years Oshi has nurtured many creative minds within MTV and we are confident that the legacy he leaves behind will be aptly taken forward by his exceptionally talented team.”
Commenting on his decision, Oshidar said, “Having worked with MTV for over a decade now, I am looking for greater challenges and finding them outside MTV seems like a practical option.” He added, “All these years, what kept me excited was the fact that MTV is one of the very few brands in the world that give you the freedom to experiment and redefine the creative space -- be it the ‘in-your-face’ humour or ‘laughing at oneself’ or ‘silly street lingo’. I’ll surely miss my friends and the sheer madness that the MTV office stinks of.”
Over the last ten years, Oshidar has been responsible for MTV’s innumerable creative works across spots, vignettes, shows, and on-air packaging. Whether it was the old irritated ‘liftman’, the ‘chaiboy’, the ‘maalishwaala’, ‘One Tight Slap’, ‘Sorry for interruption’ or the latest ‘Dharti ke Laals’, they all either broke conventions or celebrated something very simple yet innate to everyday life. Many of them were even exported to be played in other MTV markets and won many Indian and international awards.