Neha Kalra

Lowe Lintas’ Nikhil Rao takes up filmmaking with Chrome Pictures

After spending 10 years at Lowe Lintas, Rao is ready to pursue his interest of ad filmmaking, but he shall continue in a consultancy role at Lowe as well, reveal sources

Nikhil Rao, group creative director, Lowe Lintas has given up his full time role at the agency. In line with pursuing his long-time personal interest of ad filmmaking, he has joined Chrome Pictures as director. Chrome is the production house of co-owner and director Amit Sharma. In the new scheme of things, Sharma and Rao will both work as directors, and both will work independently on their set of projects.

However, Rao hasn’t completely left his association with Lowe Lintas behind; it is believed that he will be serving the agency in a creative consultant’s capacity from now onwards. Rao has been with Lowe Lintas since the past 10 years. In fact Lowe is the agency where he has spent a large part of his career.

Lowe Lintas’ Nikhil Rao takes up filmmaking with Chrome Pictures
Rao began his career in 1998 with an agency called MX Advertising. He worked as copywriter there. In 1999, he joined Lowe Lintas in the same capacity. And since then, it has been Lowe Lintas all through.

A turning point in his career was when he was elevated to creative director in 2003 at the agency. In 2006, he was handed over the responsibility of group creative director. One of the key accounts that he has worked on closely is the cellular brand, Idea. He was responsible for the much-talked about and visible brand launch of Idea in Mumbai.

Sources close to the development reveal that this was not the first time filmmaking was becoming of so much interest to Rao. In fact, while at Lowe Lintas, he has also worked hands-on on the production of some films.

To many close to Rao, this step doesn’t come as a surprise to them. He has had interest in theatre since his childhood days. Acting and films comes to him naturally, they say.

Will his role be filled in by someone? New hiring for replacement is not being considered, says a source, but Sriram Iyer, who has been with the agency and has been on one of the key accounts for Lowe, HUL, is likely to look after Idea on a full-time basis.

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