?The Happydent ad was a rare piece?

I wish I had made these

Ashish Chakravarty’s first favourite ad is the Happydent palace commercial. He says, “I distinctly recall the first time I saw it. I was at Contract Advertising, and someone had mailed the ad to an art director at my office. So a whole bunch of us had gathered around his Mac, and watched it on loop, maybe a zillion times. It just blew our collective socks off.”

He adds, “Of course, it had a fabulous cast, cinematography, sets, music, and lyrics. And it had inventive visuals that dramatised the brand promise. But it was more. It was one of those rare pieces that didn?t just make you go whoaa at first sight but also had enough gems scattered throughout to notice and enjoy with each viewing. As a writer, I appreciate that it is not a mere montage of folks with fluorescent teeth (as it might well have been). But the individual scenes are woven into a single storyline with a beginning, middle, and even a climax.”

The second ad that he likes is the print campaign for Mauritius Tourism, done in the early nineties by (then) Trikaya Grey. “They were great, great pieces of writing, and art directed with real class. In fact, so distinctive was the typography, that for years nobody could use that typeface without being accused of plagiarism. It was also the first campaign from India that made it to the prestigious One Show. It made me real proud. Maybe prouder than when I got a piece of metal of my own at the same show, years later.”

Thank god, it isn?t me

He says, “Two? I would like to point out nearly every ad – print or film, created for the entire category of bathroom fittings. They are sexist, stupid, or usually both.”

My first ad

Chakravarty’s first ever TV ad was for Hero Honda Splendor. Talking about his experience, he says, “Ah! It was the summer of ?94, and my head was brimming with visions of future grandeur, when the brief arrived. It was for the launch of a bike, the Hero Honda Splendor. How I, a lowly junior writer, got a film brief in the first place remains a mystery. But I did, and was briefed by no less a person, than the legendary branch head of Thomson (then HTA), who went on to write a tome of a memoir (with no mention of this episode; I checked).”

The brief for the ad went like this: ?Skiing is a very upmarket sport, Ashish. Why don?t you compare it to riding this bike?? ?But, sir?? ?Do it.? “Right, sir.?

Chakravarty continues, “So I cobble together a script about a girl (on skis), and a guy (on bike). That it was meant to spoof a then popular commercial of a competitive brand is another story. Anyway, the script is not just approved by the client; he even volunteers his friend, a well-known Bollywood producer, to well?, produce it. So Mr Producer brings in Kundan Shah, of ?Jaaney bhi do yaaro? fame to direct, Lisa Ray (before she became the Lisa Ray) to ski, a Hungarian Olympic gold medalist as her stunt double, and the legendary Louis Banks to compose music. Also two of Thompson?s top creative directors, from two different business units are brought in to supervise, as I was definitely way out of my depth on this one. To cut an epic short, the film turned out to be a lemon, and had to be re-shot, re-edited, ‘re-everythinged’, several times over before it was aired for a rather brief period. I think there was a lesson in it somewhere, which I now forget.”

He adds, “PS: The Hero Honda Splendor went on to become the word?s largest selling motorcycle. I continue to be a hack.”

Chakravarty joined McCann Erickson Delhi as its chief creative in 2007. This is his second stint at the agency; he worked there earlier in 1997. Before joining McCann this time, he was working with Contract Advertising, Delhi, as vice-president, creative. He kicked off his career at JWT (then HTA) in 1993, as a copywriter. He has also worked in agencies including TBWA India (then Anthem) as copywriter, McCann-Erickson as creative director, Euro RSCG as executive creative director and Publicis Advertising as head of creative.

His portfolio includes brands such as Hero Honda, FritoLay, Boost, Nike, Mortein, Dettol, Nestle, Weekender, MSN, Coca Cola, Dabur and Reebok to name a few. He has been one of the youngest creative directors in the country, winning various awards at Clios, Adfest, Cannes Lions and One Show. He has also been on jury duty at Clios and Cannes Lions.