'Chax' joins Rediffusion DYR as national creative director

MUMBAI: Rediffusion DYR today announced that KS Chakravarthy (aka Chax) would be taking over as the agency's national creative director. Chax returns to the ad world after a hiatus of three years when he was running his own film production company.



Said Rediffusion DYR president Preet Bedi, "Chax is one of the brightest stars in the Indian creative firmament and I am delighted that he will now be working with us. For us, this is the successful culmination of a global search we began a year ago. Initially, Chax was reluctant to give up film-making but after understanding the size and scope of the challenge, he agreed!"

Chax, looking forward to his assignment at Rediffusion was quoted in an official release as saying, "To me, Rediff is the original iconoclast of Indian advertising. It began life breaking rules, and grew by breaking more of them. When Arun Nanda and Preet Bedi outlined their commitment to returning the agency to its pre-eminent position as the agency that redefines the business with every campaign, it was too exciting a challenge to resist."



Chax is an engineer who early on in his career, decided that he preferred writing ads and has worked with Bates, JWT, Enterprise, Lowe and Leo Burnett. He was largely responsible for the creative renaissance seen at Leo Burnett between 1994 and 2001.

His portfolio is diverse and eclectic; while on the one hand it includes seminal work on strong rooted brands like Taj Mahal tea, Complan, Iodex and J&J, on the other hand he has also done exciting work on brands like Thums Up (Grow up to Thums Up), Reebok (Enjoy the Game), Limca, Coke, Bajaj motorcycles, Fiat cars and so on. Over the years, he has won over 75 awards and was among the first from India to win a Cannes Lion!

In 2001, Chax moved into ad film-making as a career and went on to make some memorable ads for brands like VIP Luggage, Axe, PSI (the Balbir Pasha series), Bajaj and the Congress party.

Bedi says, "With the abundance of creative talent within Rediff and with Chaks to now nurture, motivate and lead this talent, we intend to raise the bar for Indian advertising and set the standards. Rediff is a creative-centric agency where great creative work on all brands, big and small, is and will remain the primary focus. We are aiming to be the best by doing the best work in the industry."

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories