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Rajesh Mani joins Commonwealth as ECD

27-July-2012
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Rajesh Mani joins Commonwealth as ECD

Commonwealth has appointed Rajesh Mani as the Executive Creative Director of its Mumbai Hub. Commonwealth is an equal joint venture, combining Omnicom’s San Francisco-based Goodby, Silverstein & Partners and IPG’s New York-based McCann Erickson Worldwide.

Commonwealth is guided by an eight-person Global Advisory Board, which oversees all creative initiatives and strategy for General Motors’ Chevrolet globally. The board includes four globally renowned creative executives -- Jeff Goodby, (who is the Creative Chairman); Washington Olivetto, Linus Karlsson and Prasoon Joshi. Assignments will be handled through global hubs, which will operate in Detroit, Milan, Mumbai and Sao Paulo, and will ensure consistent global branding across the diversity of local markets.

Speaking on Mani’s appointment as Executive Creative Director for the Commonwealth Mumbai hub, McCann Worldgroup’s Prasoon Joshi said, “I am really pleased that Rajesh Mani is a part of Commonwealth. He has tremendous experience and talent which will further strengthen the operation. I am positive that Rajesh will be instrumental in creating and delivering stellar quality work.”

Mani moves from Leo Burnett and has 12 years of experience in creating distinct, memorable and indeed iconic work. He partnered Rajiv Rao in creating the immensely popular Blackberry Boys version 1 and penned the popular Blackberry boy’s song. He has also done acclaimed films such as Hutch callertunes, Vodafone 60P/minute film and was also part of the core team that launched zoozoos. His other internationally acclaimed work was for the global launch of Lenovo X300 laptops with a film that was showcased during the Beijing Olympics titled 'the flying sums'. At Leo Burnett he led the creative mandate for Tata Capital, HDFC Life and Bajaj Electricals.

Mani said, “Leo Burnett was a leap of faith and at Ogilvy I worked on one of the best brands in the country - Vodafone. Commonwealth offered an exciting prospect of working on one of the biggest car brands in the world at a global level and a rare opportunity to interact and imbibe from the best in the business - Prasoon Joshi, Jeff Goodby, Linus Karlsson and Washington Olivetto. On a global platform like Commonwealth, it is important to understand the finer points of cross-cultural communication challenges and pegging ideas on simple human truths that are geography agnostic. That said I think its adrenaline time.”

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