For years, Sandipan & Manoj have worked together to create ads that have moved minds. And they want to move around till the road ends...
Sandipan Bhattacharya and Manoj
Deb might have kept their grungy look on hold for now (having chopped their long tresses off and having shed many pounds), but the two are still considered amongst the freshest of young creative rock stars in the Indian ad-fraternity. They hail from the BBDO India brigade and over the past many years, have proven that they’re worth their weight in gold, metaphorically speaking, given their real-world dieting plans. In terms of experience, having worked together as a duo in the world of ad-making for eleven years, the pair is the most seasoned amongst those featured in this cover package.
Both Bhattacharya and Deb, who are today the Executive Creative Directors of BBDO India, were brought on-board during the very early days of BBDO’s India voyage. That was two years back. In fact, during that time, Josy Paul, the current Chairman and National Creative Director of BBDO India, had commented thus, “Both of them have the potential to break the clutter and do something out-of-the-box.” They did so. In the past couple of years, the mind-blowing advertisements that have been rolled-out of BBDO India’s stable – from the 7 Up commercial to the Nimbooz launch campaign – have all been creations of these two brain-boxes. And as if they are out to prove that expenditures in the form of ad-dollars help any brand grow and earn, the ad-campaign during the launch of Nimbooz (the lemon drink from PepsiCo), not only gained heightened interest of the consumers in India, but also forced supply to play the catch-up game with demand in the FMCG market.
But that’s not their only claim to fame. In fact, their credentials make a long envious list. The duo met for the first time when Manoj joined Saatchi & Saatchi in 1999 (where Sandipan was already trying his hands on the creative side of the ad-game). Soon after, their combined efforts started yielding rich results. Initially, they held the creative mandates for Hyundai’s Santro and Accent accounts, but when the agency bagged Maruti Suzuki’s account, they were even handed creative duties for the tall-boy WagonR. In due course of time, they hopped forward from Saatchi & Saatchi to Enterprise Nexus and Grey. There, they worked on clients like Chevrolet, BPCL, Haier, Aviva Life Insurance, OCM Suitings, Suzlon, Wrigley’s Doublemint and Orbit White.
Somewhere along the line, their twain became inseparable. “Our biggest strength is balanced teamwork. Any creative process brings forward many conflicts, but it has to be treated as a healthy debate. And that is when the real value gets multiplied manifold,” says Manoj Deb, adding that this stimulates them to deliver fabulous creatives, ad-after-ad, client-after-client and year-after-year. But that is not to flatly claim that there are no conflicts. “I would say that advertising is not about marching individually. It is a collaborative work. After staying together for so long, we really don’t know what are the negative and positive points about each other. Although respect is key, at the end of the day, the creative process in advertising comes individually. Therefore, it is important that two minds also work uniquely...” Of the two, Sandipan is more inclined towards the creative end of the scale, while Manoj has his hands right in art direction.
Sandipan Bhattacharya and Manoj
Deb might have kept their grungy look on hold for now (having chopped their long tresses off and having shed many pounds), but the two are still considered amongst the freshest of young creative rock stars in the Indian ad-fraternity. They hail from the BBDO India brigade and over the past many years, have proven that they’re worth their weight in gold, metaphorically speaking, given their real-world dieting plans. In terms of experience, having worked together as a duo in the world of ad-making for eleven years, the pair is the most seasoned amongst those featured in this cover package.Both Bhattacharya and Deb, who are today the Executive Creative Directors of BBDO India, were brought on-board during the very early days of BBDO’s India voyage. That was two years back. In fact, during that time, Josy Paul, the current Chairman and National Creative Director of BBDO India, had commented thus, “Both of them have the potential to break the clutter and do something out-of-the-box.” They did so. In the past couple of years, the mind-blowing advertisements that have been rolled-out of BBDO India’s stable – from the 7 Up commercial to the Nimbooz launch campaign – have all been creations of these two brain-boxes. And as if they are out to prove that expenditures in the form of ad-dollars help any brand grow and earn, the ad-campaign during the launch of Nimbooz (the lemon drink from PepsiCo), not only gained heightened interest of the consumers in India, but also forced supply to play the catch-up game with demand in the FMCG market.
But that’s not their only claim to fame. In fact, their credentials make a long envious list. The duo met for the first time when Manoj joined Saatchi & Saatchi in 1999 (where Sandipan was already trying his hands on the creative side of the ad-game). Soon after, their combined efforts started yielding rich results. Initially, they held the creative mandates for Hyundai’s Santro and Accent accounts, but when the agency bagged Maruti Suzuki’s account, they were even handed creative duties for the tall-boy WagonR. In due course of time, they hopped forward from Saatchi & Saatchi to Enterprise Nexus and Grey. There, they worked on clients like Chevrolet, BPCL, Haier, Aviva Life Insurance, OCM Suitings, Suzlon, Wrigley’s Doublemint and Orbit White.
Somewhere along the line, their twain became inseparable. “Our biggest strength is balanced teamwork. Any creative process brings forward many conflicts, but it has to be treated as a healthy debate. And that is when the real value gets multiplied manifold,” says Manoj Deb, adding that this stimulates them to deliver fabulous creatives, ad-after-ad, client-after-client and year-after-year. But that is not to flatly claim that there are no conflicts. “I would say that advertising is not about marching individually. It is a collaborative work. After staying together for so long, we really don’t know what are the negative and positive points about each other. Although respect is key, at the end of the day, the creative process in advertising comes individually. Therefore, it is important that two minds also work uniquely...” Of the two, Sandipan is more inclined towards the creative end of the scale, while Manoj has his hands right in art direction.
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Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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