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Ex-TBWA\Cairo, Arindam Sengupta sets up design hot-shop
Besides design, Rabbithole will also handle creative for clients, taking the help of research agencies for the planning aspects of the communication
Arindam Sengupta, ex chief creative officer, TBWA\Cairo is back in the country after three years, to set up his design/creative hot-shop, Rabbithole. To begin with, Rabbithole will focus on creating design solutions for clients, including graphics, change in logo or redoing corporate identity, exhibition displays, packaging and magazine design.
Confirming the development to afaqs! Sengupta says, "In the case of network agencies, design is, at times, treated as an extra responsibility; or something that is over and above the main creative function. I feel there is immense potential in the field of design and Rabbithole will exploit this to the fullest."
Rabbithole's first office has come up in Delhi's Shahpurjat Village with a small team of five people. Within the next few days, more people will come on-board. As of now, the hot-shop is handling Brahma Homes (real estate), Golden Cruiser (engine coolant) and a couple of website launches.
When he moved to Cairo in 2007, Sengupta aka Oranjee had already spent more than 20 years in advertising. After completing a Bachelors degree in visual arts (western style drawing and painting) from Calcutta University in 1984, he worked as a freelancer for the next six years. In 1990, he joined HTA (now JWT) where he worked on important accounts, such as Pepsi, Nestlé and Citibank. Next, he joined creative hot-shop, Dhar and Hoon. Here, he created BPL's campaign, which also happened to be actor Amitabh Bachchan's first ad film. He was with the agency for 11 years.
Before joining TBWA, he did a second stint at JWT as senior creative director and assistant vice-president, handling campaigns for Hero Honda's CBZ and Karizma, among others.