Home >> Advertising >> Article

Draftfcb Ulka completes 50 yrs: NCD KS Chakravarthy in conversation

24-January-2011
Font Size   16
Draftfcb Ulka completes 50 yrs: NCD KS Chakravarthy in conversation

Continuing with the series of celebrating Ulka's Golden Jubilee Year, the agency’s top executives are sharing their time and experience with the agency and the road ahead. exchange4media catches up with National Creative Director KS ‘Chax’ Chakravarthy this time.

Chax takes a walk down memory lane at the agency as well as shares his agenda for himself and his team and the excitement of getting the creative juices flowing.

He informed that the agency had recently announced the formation of a Creative Council comprising their five key creative leaders from across Mumbai, Delhi and Bangalore. “The idea is to constantly keep an eye on our work from across our offices and clients, and pushing to improve it every month, every week, every day,” he said.

Chax further said, “The other exciting development is in our approach to digital. Draftfcb Ulka was probably the first mainstream agency to set up a full-fledged Digital Division with complete creative as well as back end capabilities. In the new structure, while the digital team will continue to implement and execute the complete solution, it is the CD on the brand who will lead, shape and control the creative ideation, across platforms and channels.”

The journey so far
Going back a bit in time, it was in 2008 that Chax was appointed NCD at Draftfcb Ulka. However, it had been a homecoming of sorts for him, as Chax traces the transition period from the time of Nirmal Goswami and Rumi Mistry, the then Joint Deputy MDs, to the present times. He reminisced, “When I first joined the agency, Ulka (as it was called then) was an agency in transition. Nirmal Goswami and Rumi Mistry were the Joint Deputy MDs. Bal was no longer actively involved, the agency had outgrown its creative hot-shop roots and was struggling to find a new identity as a mainline agency. The Delhi office was almost as big as Mumbai, and the future leadership of the agency was far from clear.”

“What I came back to was a large, professional organisation with an exceptionally clear sense of purpose, a leadership team that worked effortlessly in a powerful matrix structure, a glittering line-up of clients who regarded the agency as true partners, and a pretty deep team of senior creative and management professionals, who shared a sense of common culture and professional values,” he added.

Let the creative juices flow
Chax strongly believed that an agency was as good or as bad as the work it put out there. He further said, “I also believe that you can’t do that consistently across large brands without an extremely strong strategic underpinning. In fact, on any brand with any kind of legacy – read almost any brand – we believe the important breakthrough happens before the brief is written. After that, it is just a question of how much fun the creative has with it. And that sums up my job – make sure there is a leap of imagination in the brief, and create the space for creative to have a ball.”

As Chax walked down memory lane, he reminisced about his first pitch during his first stint. He recalled winning the entire Hongkong Bank business. “Soon after, Bal took me to The Taj for lunch. ‘This was the table, son’, he confided with a chuckle, ‘This is where I sacked the XYZ account’. Needless to add, XYZ was a sizeable business that had been making Ulka executives’ lives miserable, and happened to be exactly the same size as the Hongkong Bank account,” Chax said.

As a post script, Chax added, “The pitch work that Subhash Tendle and I did very in a hush-hush way at Rumi’s house, ran without a single comma being changed – some four campaigns in all.”

Also read:
Draftfcb Ulka completes 50 yrs on Feb 1: Ambi Parameswaran in conversation
 

Draftfcb Ulka completes 50 yrs: Exec Director & CEO Arvind Wable in conversation

 

Tags Draftfcb Ulka KS Chakravarthy Chax

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey