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Art forms influence advertising: FCB Ulka's new NCD Mahendra Bhagat

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MUMBAI: FCB Ulka Group has appointed Mahendra Bhagat as the national creative director. Bhagat will be based in Bengaluru and will support all FCB Ulka?s south India offices. Mahendra was earlier with JWT Mumbai as the vice president and creative head.

FCB Ulka CEO Nitin Karkare said, ?Mahendra is a heady mix of creative, business acumen [he headed an office for a few years] and team building".

FCB Ulka CCO Swati Bhattacharya said, ?By his own admission, Advertising is his first love and he couldn?t stay away from it too long. Mahendra is a powerhouse of talent".

Speaking on his new role, Bhagat said, ?Advertising has always been influenced by other art forms, from cinema, literature, theatre, folk art to paintings, installations etc?in my second innings I would like to bring in some new practices that I followed while exploring art in its pure form".

In his last assignment, he created some landmark work for brands like Times of India, Kellogs, Rin, Nakshatra Jewelry and Godrej Appliances amongst others. Before JWT, Mahendra has worked in Mumbai, Bengaluru, Kolkata and Delhi with SSC & B, Enterprise, Clarion and Lintas, providing creative partnership to giants like Titan, ITC and Bajaj Auto. He has many national and international awards to his credit including Cannes, Clio, New York Festival, London Festival as well as AME (Advertising & Marketing Effectiveness) and has been on the jury of most prestigious Advertising festivals including the New York Festival.

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