Creativity is the power to connect the seemingly unconnected

The Journey, 1980 onwards...

Towering Dreams

02A Hindustan Lever

More than the destination, it’s the milestones that define your journey

1980 offered an opportunity to work with Da’Cunha Associates even as I was awaiting the results of my final year at JJ Institute of Applied Arts. It was a commendable stepping stone into the world of advertising.

Few months later, was inducted into LINTAS: INDIA – one of the top advertising agencies in India.

This was an amazing experience that moulded me into a professional creative person, thanks to the philosophy of the organisation: ‘Don’t create to win awards for self, but make the client win by giving the best returns (ROI) on what he trusted (hired) you for.’

The LINK Document, a Creative Strategy guide of LINTAS, paved the way to out of the box thinking. This document was formulated after stringent market research, consumer group discussions and on-ground surveys. As a result, every HLL and other brands handled by LINTAS, acquired leadership positions in their market segments.

The assignments for Hindustan Lever brands provided greater insights into the basics of communication. ‘To inform, influence, create an interest for trial and finally convert to invest/purchase the product’

LINTAS: An Institution for life

The rewards of working with the greatest icons in the industry is far important than winning awards.

  • At LINTAS, got an opportunity to work on legendary Hindustan Lever brands like Rin, Lifebuoy, Wheel, Liril, Rexona, Sunlight along with Bajaj Auto, Siemens, Standard Batteries, Crompton Greaves, Oberoi Hotels etc.
  • A rare privilege of working alongside Ad Guru Alyque Padmsee, Usha Bhandarkar, Kiran Khalap, Bharat Dabholkar and other renowned advertising geniuses.
  • Creative involvement, right from theme /concept generation to production and execution, for several product launches and dealer conferences for HLL Brands.
  • Direct involvement from concept development & pre-production to shooting, editing, sound recording and post-production…for several ad films of Hindustan Lever.
  • Close involvement & interaction with ad film industry bigwigs’ like Govind Nihlani, Om Puri, Prahlad Kakkar, Kailash Surendranath, Vikas Desai and Girish Ghanekar while working on HLL ad films.
  • Had an opportunity to work with: Photographers – Shantanu Sheory, Vilas Bhende, Hari Mahidhar, Sandeep Mhatre, Atul Kasbekar and more. Printers – Unique Press, Jasra’s. Editing studios – Shyam Ramanna , Jain Brothers, Vibgyor Studios. Music composers – Louis Banks, Ashok Patki. Fabricators – Rehmat Ali of Showbiz.

The No.1 family of LINTAS:INDIA

Adguru- Alyque Padmsee

With Om Puri & BR Sharan (Wheel Detergent Conference Film)

1989-90: An Adventure to explore

After years of life challenging experience at LINTAS, it was time to begin the adventure and to explore my potential. Took a one-year sabbatical from LINTAS to join Axis.

Axis Advertising was an extension of Studio’69, a creative shop of Mr. Abhijit Barua.
Had an opportunity to create a multimedia campaign for children’s snack food brand ‘Peppy’. The central theme of the campaign was ‘Snack for Superman’, and it was highly appreciated by the TG.
Interesting creative concept and path breaking creative execution made Peppy a top brand in its segment. We made innovative use of newspaper, film, and outdoor media during the campaign. A high visibility giant floating balloon of Superman at Marine Drive was a very catchy gimmick.
Also had a portfolio of other popular brands like GITS Foods, Sapna Poly-carpet, SieFlex Robotics Co. Chennai and more.

Team Axis

1993- A Leap beyond Ocean...

Opportunity came knocking once again…this time from Muscat. An in-house advertising setup of Saud Bahwan Group, it had multiple global accounts and a team of MBA’s, CA’s and IIT Management Professionals. Although the working and residential scenario were quite challenging, as compared to Mumbai, I managed to tide over the adversities in due time… thanks to the luxury of working on a portfolio of renowned brands like Toyota, Lexus, Ford, MAN, among others.

1993 Bahwan Automotive Centre, Muscat

Majestic Muscat-A view of Corniche

Team Advertising

2005 Saud Bahwan Group Coroprate Center, Muscat

Going back to basics...

During those days in Muscat, there were other realistic challenges too. The entire media scenario, including publications, pre-press, print production, audio & video production were still at evolutionary stages. It was like going back to the basics since I had worked on top brands in India with acclaimed advertising, media, and movie professionals.

1993 First Ad in Oman ( In asso with Oman Advtg)

1993 First Promo Ad (In asso with Asha Advtg)

1993 First Promo Ad

However, this allowed me the opportunity to conceptualise and direct several commercials for product launches, motor shows, etc.

For the first time in Muscat, we used human models for the Good Year Tyres advertisement. This opened a new avenue for ‘modelling’…a welcome change from the prevalent mode of using illustrative figures.

1995 Toyota Film Shoot

1994 First ads featuring models

2003 Toyota ECHO

2003 Toyota ECHO (In association with Asha Advg)

First time ever, created a path breaking ad with unbelievable result by using spot colours to achieve almost 4-colour effect through print-technical expertise and creative imagination.

2006 Toyota Yaris (Spot Color)

2012 Toyota-Joy of Caring (Spot Color)

Creative Management -The New Role

This role was not only limited to creative side of communications but also involved interactions and direct involvement with Marketing & Sales teams in planning, strategizing, and implementation.

Allowed a chance to co-ordinate, negotiate, and ensure compliance with external vendors like ad agencies, film producers, photographers, model co-ordinators, printers, fabricators

Privilege of direct involvement in corporate activities

  • Production of SBG Corporate film in liaison with Metropolis AV, London.
  • Concept and execution of inauguration functions for magnificent showrooms of Toyota, Lexus, Kia, Ford, Lincoln, MAN, Hino.
  • Facilitated hi-level corporate functions in honour of Schoichiro Toyoda -Honorary Chairman, Toyota Motor Corporation, Japan, Akiyo Toyoda – President, Toyota, Alena Ford – Chief Customer Experience Officer, Ford Motor Company, USA, Anton Weinmann – Chairman, MAN Germany, Euisun Chung – President, KIA Motors, Korea, along with Top Dignitaries, Diplomats and Honourable Ministers from Government of Oman
  • Facilitated photo session for Chairman’s meeting with Japan Prime Minister Mr. Shinzo Abe.

Photographer Said Al-Harthy & models after a Toyota photo session

With UK Director-Alan Dickins (Holding Camel), Cameram Robin & team at SBG Corporate film shoot

SBG Chairman Mr. Mohammed Saud Bahwan with Mr. Shinzo Abe-Prime Minister of Japan

SBG Chairman recieving Customer Service award from Mr. Akio Toyoda, President, Toyota Motor Corp. Japan

2010-Grand Inauguration of Lexus Showroom

2006 Yaris Launch at Marah Land

2007 Toyota Land Cruiser

2017 All-Terrain-Conqueror - Toyota Prado Launch

2014 Toyota Motorshow

2014 Toyota Fortuner Display

2018 Dubai-Annual Investment Meet Exhibition

2019 - The New Beginning...

Returned to Mumbai during 2018 and set up my own venture – AIM to Connect with a desire to re-connect with the Mumbai’s ad-world. The AIM is to provide 360-degree communication solutions for my clients with the help of external resources.

Commenced this part of the innings with an exciting turn-key project for the Corporate Brochure of BioGenomics.

Key highlights of the project:

  • Creation of a fresh new tagline/slogan for the brand BioGenomics, encapsulating the core brand value and the vision of the company:  Inspiring lives, innovatively!
    One-to-one interaction with the top management, right from brief to concept, design approvals and final delivery.
  • Selection of Best Web Developer in Mumbai with series of meetings & presentations after analysing rational and commercial aspects, negotiations based on ROI.
  • Photography by senior professional Industrial photographer – Hari Mahidhar.
  • Content Development by Senior Professional in the Ad World.
  • Print Production by the best in the industry- Pragati Printing Press, Hyderabad.
The brochure was much appreciated for its premium quality and content and instrumental in winning business collaboration. This was rewarded with a project for website development. The site is currently live at

Other completed projects:

  • Uday Group, Pune: Corporate Branding, Logo, Stationery, Website development
  • Sumangal Silver: Branding and Logo development
  • Tejomaya Agro: Branding & Logo development
In process…
  • Corporate Branding Project for a Co-operative Credit Society

Other completed projects:

  • Uday Group, Pune: Corporate Branding, Logo, Stationery, Website development
  • Sumangal Silver: Branding and Logo development
  • Tejomaya Agro: Branding & Logo development

In process…

  • Corporate Branding Project for a Co-operative Credit Society