Last updated : March 05, 2007
having spent more than six years in the US, the high-profile creative director, Bobby Pawar, is on his way back to India - as the national creative director of Mudra Communication. The position has been lying vacant since Ryan Menezes quit the agency to move to Vyas Giannetti Creative (VGC) in August 2006.
Pawar and his partner, Anil Bathwal, have many award-winning campaigns to their credit. They have created memorable ads for brands such as Tata Safari, Tata Sierra, Kelvinator, Hide & Seek, British Airways and Fevicol. Twice, he was conferred with the 'Copywriter of the Year' award at Abby's.
At O&M, New York, he got to work on brands such Jaguar, American Express and Kodak. Pawar was also instrumental in winning the $600 AT&T Wireless business for the agency. He conceived the much talked about 'mlife' campaign during the relaunch of AT&T Wireless. The campaign was picked to be in the Museum of Modern Art.
Since 2004, Pawar has been with Energy BBDO, Chicago, as group creative director and senior vice-president. There he got to work with Marty Orzio, the chief creative officer of BBDO Chicago. Pawar helped the agency turn into one of the hottest creative shops in the region, a great achievement, as then the agency was not known for great work.
In his career span, he got the opportunity to work many creative gurus such as Neil French, Rick Boyko and Marty Orzio.
It is learnt that he will be able to join Mudra only in April 2007 because he requires time to shift base from the US, which has been his home for the last six years.
Pawar's move to Mudra, Mumbai, was done in consultation with Bob Scarpelli, chairman and chief creative officer, DDB, who met him in New York.
With the acquisition of Pawar, Mudra is on a high. Prominent among its plans is raising the bar for its creative output and Pawar's entry will definitely help it there.
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