A year after joining
Everest Mumbai as creative director, Rupesh Kashyap has moved to Leo Burnett Mumbai with the same designation.
At Leo Burnett, Kashyap will handle the agency's plum portfolios such as HDFC, Standard Life Insurance and Sony Entertainment Television. Other accounts, too, will come under his ambit, though he is hesitant to disclose them at this stage.
His responsibilities will include improving the quality of communication, especially on the Sony TV account. His self imposed goals are to create campaigns in keeping with Indian sensibilities and thereby deliver some award winning work. This is something he's proved himself capable of in the past.
Kashyap forayed into advertising in 1999 with Publicis India (then Maadhyam). Since then, he has worked with Rediffusion DY&R, Lowe Lintas, Mudra and Everest. He joined Lowe in 2004. During his yearlong stay at Lowe, he handled brands such as Greenply Plywood, Alto, LG Refrigerators, Idea Cellular, Luxor and Parker pens and Dish TV.
He was responsible for the idea, screenplay and baseline of the immensely popular Greenply (Swami-Savitri) TV commercial, for which he picked up multiple awards, including a gold at the Abbys 2006 and a bronze at Lowe's Worldwide Advertising Review 2005 in London.
He joined Mudra Ahmedabad in 2005. ItchGuard's catchy Hawa Aane De is Kashyap's brainchild. At Mudra, he also handled other accounts such as Livon, D'Cold syrup and Dermicool. His ambient media slide for Livon Silky Potion got a coveted spot on www.adsoftheworld.com. He left Mudra in 2007.
As creative director, Everest Mumbai, he handled brands such as ACC Cement, Zandu Pancharisht, Zandu Nityam and Parle Monaco. He was instrumental in the execution of TVCs such as Happy Boss, No Loss (Zandu Pancharisht) and Parle Monaco 33% Extra Offer.
The ItchGuard and Greenply Plywood campaigns are the ones Kashyap has enjoyed the most and learnt a lot from. Humour is central to both campaigns. "It isn't slapstick, but palatable, dark humour," says he.
This writer/ poet from Allahabad has come a long way since his initiation into the advertising industry and is looking forward to an exciting journey ahead.