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N Padmakumar moves on from Rediffusion-Y&R to explore other creative avenues

Paddy has decided to move on after over five years with the Rediffusion Group. He is keen to explore new avenues such as fiction and films.

N Padmakumar (aka Paddy), national creative director, Rediffusion-Y&R has put in his papers at the agency. He is keen to explore new avenues and long nurtured passions such as fiction and films.

N Padmakumar
D Rajappa

Commenting on his decision to move, Padmakumar says, "I've had perhaps my steepest learning curve with the Rediffusion Group, first as national creative director of Everest Brand Solutions, and then, as NCD of Rediffusion-Y&R. These are memories and experiences that will stay with me forever. After almost 18 years of being steeped in the advertising agency business, and the last 13 years as a creative director for large teams of creative people, I've felt the need to invest some time in my own individual goals and pursuits. Hence, after much deliberation, I decided that it was time to acknowledge this and get a little adventurous."

Paddy joined Rediffusion Y&R as co-NCD, partnering with Minakshi Achan, in 2010, moving in from Everest Brand Solutions.

Paddy's experience in the industry spans more than17 years.

In 1995, Padmakumar started his career at Lowe Lintas & Partners, where he had the opportunity to work on various Unilever brands such as Lifebuoy, Liril, Breeze and Rexona.

After his stint at Lowe, in 2000, Paddy joined MTV Asia as a creative consultant. At MTV, he was instrumental in developing characters such as Senti Rama Rao, Graceful Singh and Backwater Boys. He was also the brain behind MTV's 'Fully Faltoo' and 'Gone Case', amongst others.

He has also worked with McCann Worldgroup Sri Lanka as executive creative director and ventured into scripting and directing commercials for brands in Singapore and Sri Lanka.

Paddy returned to Mumbai in 2006 to join Lowe Mumbai, where he worked with brands such as ACC Cement, ICICI Bank, Vim and Domex.

In January 2007, he went on to join Everest Brand Solutions as creative head for its Mumbai office.

Speaking about Paddy's decision to move on from the agency and advertising, D Rajappa, president, India and Sri Lanka, Rediffusion-Y&R, says, "Paddy and I have worked closely together as friends and colleagues for nearly six years within the group, and over the years, we've developed a strong relationship. I found his creative counsel to be most insightful and fresh. Among his peers and younger talents, he encouraged a spirit of creativity that conveyed enduring meaning in its messages. We wish him all the very best and success in his new endeavours."

Recently, Rediffusion has strengthened its core creative leadership team with Bugs Bhargava Krishna and Kamlesh Pandey, who will work closely with the agency's creative leadership team as creative counsels in an advisory role.

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