Karmakar started her advertising career in 1999 at FCB Ulka (now Draftfcb+Ulka). She then moved to Leo Burnett in 2001, where she worked on the pitch and launch of McDonald’s Happy Price menu. She was also a part of the team that launched Times Now. She joined Leo Burnett as a senior copy writer and was eventually promoted to the position of creative director.
After this, she moved to JWT as creative director and worked on brands such as DeBeers, Rin and ‘Balwadi – street to school’ campaign that won a Cannes Gold in 2010, among many other international awards. She worked at JWT for almost four years.
As a group creative director at Ogilvy’s Mumbai office currently, she works on brands such as Lenovo, Bosch, IDBI Bank, Brooke Bond and VIP Luggage.
I wish I had made these
?To start with let me say there are many more than two ads that I wish I had done,? says Kainaz Karmakar. But if she had to pick just two, one would be the ‘Fevicol Bus’ film and the other is The Times of India Pakya film.
Talking about the Fevicol film, she says, ?Its excellence lies in its simplicity. Capturing life and connecting it in the most beautiful way with the brand. Then, topping it up by executing it in a way that keeps it top-of-the-mind for years and years to come. If it was released today it would be just as relevant and charming. That’s the thing about great ideas. Time can’t dull their lustre.?
About the Pakya film, she says, ?In its grammar of communication it would be very different from the Fevicol Bus. A heartwarming, long story told stunningly in 90 seconds. At the same time, the story had the potential to turn into an equally moving 90-minute film. One can’t say that about most television commercials. Written from the heart. Made from the heart. Wish it was mine.?
My first ad
Karmakar’s first television campaign was for Ceat Service Station. ?The client had liked the print work and asked us to make films out of the press campaign. When you are 22, making an ad film itself is so thrilling that questioning yourself on whether this is the best possible film for the brand is not the most important thing. I was just happy to hold a DVD with my first finished film and walk around the agency,? she says.
Thank god, it isn?t me
Karmakar says, ?Now comes the tricky part. This one is pretty recent. It’s the Havell’s Fan ad with Rajesh Khanna. I am sure the intention must have been to do something different as the brand usually does some fresh work. But this one just leaves me sad.? The other ad that she dislikes is the JK Cement ad. ?The next one is some strange cement ad, where a girl walks out of the sea in swimwear and then the brand logo appears. Baffling!?