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Preity Zinta on all the reasons why she loves posing for the young turks of advertising
“I strongly believe that during the past 4-5 years the Indian entertainment industry has changed dynamically and this change is very visible, both in Bollywood and television. Ad-world is no different. Being a part of the industry, I’ve worked with both senior & young directors and have had memorable experiences working with them. But what I find interesting is the kind of young creative talent that has come in and is adding so much variety to the entire entertainment industry and ad-world as well. I think their thought process and creativity has no limits (quite literally) and that’s the reason their creativity is free from any stereotype bottlenecks. I have worked with so many of the next generation ad-guys, whose creative elasticity has really surprised me. They think out-of-the-box and little wonder then that ads have now become totally different from before.
I have worked in many ads and with many brands, and I particularly share a comfort level with young creative guys who always add something new to the ads. Whether it’s about women’s lib or the changing face of urban India, these ad guys have been able to effectively communicate changes in society.
Apart from their creativity, another reason why I appreciate this group of fresh talent is for their dedication and hard work. I won’t say that seniors are not hard working enough or lack dedication. But, this young dedicated talent is taking Indian creativity to an absolutely world class level. They are making something different and taking the plunge into the deeper end. But, I also feel that creativity in India is being hindered by the so-called social care takers. There have been instances when for absolutely no reason some group of people accuses a creative guy of going too far. But personally, as a colleague, it has been great to work with these young pals and who have been able to direct me very nicely. You can feel the difference when you see today’s ads. These young creative brains have indeed contributed a lot. And while there’s always something to learn from seniors, these young guys have proven that there is indeed something to learn from them too!”
As told to Angshuman Paul
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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