Dev Mehta, the
creative director of Mudra Communications, is slated to join Dentsu Marcom by mid-March. He will join as creative director and will be based in Delhi. Dev will work closely with Nitin Suri, the executive creative director of Dentsu Marcom.
Mehta explains why he chose to join the new assignment: "I have always been passionate about automobiles and, at Dentsu, I will get an opportunity to work on the Honda Group, both cars and two-wheelers. This was a big motivator for me, especially because the launch of the Honda Civic is due this year."
Mehta started his career with Lowe in 1995. He then moved to Mudra in 2002 and has been with the agency since then. He has worked on various brands across categories, including Maruti, Cherry Blossom, Wills Lifestyle, Hindustan Motors, Electrolux and Channel 7.
He says that, recently, he worked on a print campaign for the Mitsubishi Cedia along with Kenneth Augustine (now with Saatchi & Saatchi). He says, "The campaign, which has appeared in most of the mainline dailies, is unique because it shows the car to be responsive and totally alive, which is different from just highlighting any particular feature of the automobile as seen in various advertisements."
Mehta is also looking at creating some refreshing ideas in the car advertisement segment, which he feels have been missing for a long time. And no, being refreshing doesn't mean using celebs, at least not for Mehta.
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