After bringing on board Tina Sachdev as vice-president and senior creative director, JWT Mumbai has further strengthened its creative team by appointing Mohan Sanda as senior creative director. The two have been working as an art-copy team since their time at Rediffusion Bengaluru, almost a decade back.
It has been a week since Sanda stepped into his new role.
Sanda moves in from Rediffusion Mumbai, where he held the position of creative head, art.
Addressing the reasons for his move to JWT, Sanda tells afaqs!, "I wanted to work on bigger brands and bigger teams. Here, I will get the opportunity to work on brands in the premium segment. Besides, JWT is like home to me as I've worked at the agency in the past."
Sanda brings to the table around 12 years of experience. After obtaining a Bachelor's degree in commercial art from L S Raheja College, Mumbai, in the late 1990s, Sanda joined Lintas Direct as a trainee. After working there for around six months, he moved to Bengaluru to join Indya.com, where he worked as a designer for the company's online portal. His work involved designing microsites and the like. Sanda attributes this phase of his career to the "dot com boom". He says, "At the time, a lot of creative and servicing talent from ad agencies was moving into this field due to the advent of the internet."
After working with Indya.com for around a year-and-a-half, Sanda went the agency-way and joined Rediffusion Bengaluru. That was where he met Sachdev, and the two have been working as a team since then. At Rediffusion Bengaluru, Sanda recalls working closely on ING Vysya, Signature Whiskey, Bagpiper and Romanov, amongst other brands.
After spending around three-and-a-half years at Rediffusion Bengaluru, Sanda moved to JWT Bengaluru, where he claims he learnt the art of subtle communication. "I was used to working on loud communication for a lot of banking-related brands. At JWT Bengaluru, I had the opportunity to work on several fashion brands, and was introduced to a more understated form of communication," he explains. Here, he worked on brands such as Van Heusen, Google Chrome, Nike and Levi's. After around four-and-half years, Sanda moved to Rediffusion Mumbai, where he worked for around six months, and worked closely on brands such as Kaya Skin Clinic and Tata Nano.