For Ravi Deshpande it is homecoming with Contract Advertising appointing him as the agency's Chief Creative Officer. He left Contract about four and a half years ago. Subsequently, he set up his own independent agency, Lemon, with the backing of Euro RSCG Worldwide. However, as exclusively reported by exchange4media on March 4 this year, Deshpande, after reported disagreement with Euro RSCG head Ishan Raina, had decided to put in his papers at Lemon.
Announcing Deshpande's appointment today, Jagdip Bakshi, CEO, Contract Advertising, said, "Ravi has had a long and intimate relationship with our agency from as long ago as 1987. He has been part of crafting Contract's unique creative identity. Contract has always attracted the most unusual and sparkling creative minds in the country and Ravi's return is a homecoming that all of us at the agency welcome."
While Deshpande was at Contract, the agency won over 400 awards for creative excellence in prestigious national and international forums like Cannes, British D&AD and the Art Directors' Club, New York. Contract was Agency of the Year thrice at the Advertising & Marketing national awards as well as Agency of the Year at the Abby's in 1999. In his years at Contract, Deshpande was involved with over 300 campaigns. Most fondly, he remembers Chicklet's - 'It works', Philips Storm and Serenade and Bajaj Sunny Zip.
"Creative excellence is not just about winning awards," says Ravi. "For advertising to be relevant, it must ensure that consumers connect with our clients' brands". On his return to Contract, he said, "The sincerity with which I was asked to return was irresistible. As is the desire to work with some of the best young talent in the country."
As to his future plans, he said, "I'm confident that we will add sparkle and make a clear and perceptible difference to our clients' work immediately."
Under his leadership, Lemon had done some outstanding work. He best remembers the Standard Chartered Mutual funds 'Retire early' campaign, Cadbury Delite - 'Dudh se dosti kar lo', and the recent success of 'Zoom' channel.