Mudra appoints Bobby Pawar as national creative director

MUMBAI: Mudra Advertising has roped in Bobby Pawar as national creative director. In his capacity, he will oversee the agency's creative product across the country.

Mudra CEO and managing director Madhukar Kamath said, "I couldn't have thought of a better person to lead our creative team in these interesting times. Bobby is a great advertising man, but more importantly, he is a creative business solutions thinker. That is critical. We have in the Mudra Group the unique advantage of an excellent marketing services network, I can't wait for Bobby to join us and help unleash ours and our client's potential! Bobby comes with glowing recommendations from some of the legends in the advertising business; our team will learn so much from him."

He is has been credited with having created some untraditional and iconic work for brands such as Wrigley's Winterfresh, Wrigley's Doublemint, LaSalle Bank,, United Way and Lifesavers, informs an official release.

"Bobby has extensive experience working on both global and local brands and working at both the local and global levels. This understanding of both, coupled with his passion for creativity, makes him an outstanding addition to Mudra," DDB Worldwide chairman and chief creative officer Bob Scarpelli said.

A former 0&M India executive, Pawar rose from senior copywriter to creative director and worked on award winning campaigns for Tata Safari, Tata Sierra, Kelvinator, British Airways and bagged copywriter of the year twice (1998, 2000).

In 2000, he joined Ogilvy & Mather , New York as a creative director. There he worked on brands like Jaguar, American Express and Kodak. He helped pitch for AT&T Wireless and was asked to run the $600 million account when the agency won it. He re-launched AT&T Wireless with the much talked about 'mlife' campaign.

In 2004, he moved to BBDO, Chicago as group creative director. He worked with CCO Marty Orzio and helped turn the agency around.

Following a seven year US stint Pawar returns to India. "I have the greatest regard for what Mudra has achieved in this market so far, that coupled with my admiration for DDB made me want to lead Mudra. The combination of working with great talent and big brands in what is arguably the toughest market in the world has given a unique perspective on work.

"In the States, more so than any part of the world, advertising as it is traditionally practiced is slowly failing. Most consumers have become apathetic to marketing communication and have begun to actively avoid it. This forced us to re-look at how to engage the consumer instead of merely intruding on his time. I hope to bring all that learning to bear in my new role. The challenge is exciting, this is a major opportunity," he says.

Spanning his career, he has also had the opportunity to work directly with legends in the business including creative gurus like Neil French, Rick Boyko, Steve Hayden and Marty Orzio; planning stalwarts like Tony Wright, Chip Walker; and directors like Bryan Buckley, Tony Scott, Javier Blanco, Noam Murro, Martin Granger.

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