Radharani Mitra, Executive Creative Director with Bates Enterprise, has put in her papers. She is slated to join BBC World Service Trust as Creative Director. Mitra has been with Bates for the last seven years.
Commenting on her move, Mitra said, “My years with Bates have been an enriching experience and I have decided to move only because the opportunity that beckoned was something that I have always wanted to do. In the past, BBC World Service Trust has done seminal work in mass media communication and creating good content. This is highly regarded and it’s an exciting opportunity to be able to contribute to this.”
So how different would it be from advertising that she has been doing till now? Mitra replied, “I think the principles are the same, which is mass media communication, but the palette is diverse and much more challenging.”
Mitra further clarified that her leaving Bates Enterprise had nothing to do with the rumored uncertainty of the merger of Bates Enterprise and David. She said, “I have been with Bates for long and have seen the agency go through various ups and downs. I wouldn’t have left the agency even if I had felt it was not stable. It is a personal decision and I am ready to leave now because I feel that the team that I am leaving behind is a good one and competent to handle the agency, which is certainly on the path to success.”
Mitra began her career with Lowe in Kolkata, which was followed by a stint in JWT. Following this, she moved to Clarion and then shifted to Delhi in 2000. She has worked with brands such as Cherry Blossom, Dettol, Berger Paints, several brands of ITC, Kwality ice cream, Hyundai, Dr Morepen and Nokia, among others.
She is fond of the work she had done for Indian Airlines (now Indian), which she sees as meaningful, effective and consistent.