WHAT I LEARNT FROM MY COMPETITOR(18)
“I Am a Patchwork of All My
Competitors“
Bobby Pawar, Managing Director & Chief Creative Officer,
Publicis India
CLAIM TO FAME: After
spending several years with Ogilvy and BBDO in the US, Pa war returned to the
Indian ad industry in 2007 as National Creative Director (NCD) at Mudra. Now
he's scripting some of its more glorious chapters at Publicis with a film like
Ambuja Cement's Great Khali
THE LESSON: “I'm a
patchwork of all my competitors,“ says Pawar. And the following are just a few
from a long list. For instance, from Piyush Pandey one learns how to be
relentless. Says Pawar, “He's pure passion, nobody is more driven than him.“
From David Lubars, chairman
and chief creative officer at BBDO, one learns how to find great people and
help them succeed on their own terms; “He gets people to perform out of their
skins,“ says Pawar, in his inimitable way, sprinkled with a few passionately
delivered expletives. About American agency Crispin Porter + Bogusky, he says:
“It's a great traditional agency but CP+B also taught us not to be afraid to go
to an area you're not comfortable with and push beyond that.“ Pawar confesses
that he's not the greatest presenter.But he learnt to do it `My Way' from the
flamboyant industry veteran Shantakumar, a master at the art of presentations.
The lesson from his former colleague and friend Josy Paul, in Pawar's book, is
“try for the damn unexpected.“ Pawar tells us, “He (Paul) is fearless and not
afraid to make a fool of himself“ in the pursuit of a great idea, that i s. “
When you watch somebody the thing you learn is not to imitate, rather it must
force you to find your own path.“
(As told to Delshad Irani)
ETM27DEC15
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