N. Shatrujeet
Advertising

Parveez Shaikh to join Times' television channel; Ambience assignment to continue

Ex-Contract man Parveez Shaikh is joining Bennett, Coleman & Co’s soon-to-be-launched entertainment channel as a part-time creative consultant

A full five months after his exit from Contract Advertising - five months spent "just chilling" - ad man Parveez Shaikh is finally back in the news. Not for one but two reasons. While the star copywriter is currently working on a short-term freelance assignment for Ambience Publicis, he is also set to join the hitherto-unnamed entertainment channel that media giant Bennett, Coleman & Co is scheduled to flag-off shortly. Shaikh will be working as a part-time creative consultant on the Times TV project, and will be joining the company "sometime in early March".

Speaking to agencyfaqs! about the two parallel assignments, Shaikh reveals that the offer from the Times Group came roughly two weeks ago. Having no prior television experience, Shaikh admits he wasn't particularly keen on joining a TV channel, but a meeting with Apurva Purohit (COO of the soon-to-be-launched channel) settled the issue. "The way Apurva put it across, it sounded good," he says. "It looked like something with new and exciting possibilities, and as I anyway did not want to go back to advertising full-time, it came across as a good option. The good thing about this assignment is that I shall be working with them only a few days a week."

Which provides Shaikh the flexibility required to complete his freelance assignment with Ambience, which commenced some 15 days ago. "I am working as a copy partner to Uday Parkar (creative director, Ambience Publicis) on a couple of accounts," he says. "Ambience is a nice place with good people and good accounts, and this project will help me keep in touch with advertising."

One thing is certain. The ex-Contract man (Shaikh had spent his entire nine-year advertising career at Contract, before finally calling it quits last August) is still smitten by advertising. Paradoxically, he is also tired of the typical agency structure. Which is why he did not consider joining any agency on a full-time basis. "Advertising is good in small doses," he says in reference to the nature of the Ambience project. "And no, I did not want to get back into the full-time agency thing… I don't think I enjoy it enough to want it. At least for now."

For now, Shaikh is pleased with the arrangement he has with Ambience and Times TV, the latter being the more long-term of the two. "I think the Times channel gives me the opportunity to try something new, especially since I am taking a break from advertising. It's an opportunity to explore a new medium and its challenges. I think it will be fun." Clearly, Shaikh is already limbering up to the job. © 2004 agencyfaqs!

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