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Grey India’s new creative chief hails era of ‘freestyling’ – ‘no rules, no limits, just format-defying, medium-bending work’

Sandipan Bhattacharyya

Sandipan Bhattacharyya

Sandipan Bhattacharyya has moved from BBDO to his previous agency to take on the role of the top national creative job at Grey Group India.

In a press release from Grey on his appointment, Bhattacharyya said that what interests him in today’s advertising landscape is what he calls “freestyling”.

“No rules, no limits, just format-defying, medium-bending work. Gun shops that spring a surprise moral dilemma, car companies promoting bodypaint and a ridiculously simple Super Bowl interception that makes everyone spending millions on a 30 second spot seem like an idiot – that’s freestyling.”

“And guess what, it’s all happening at Grey. My chats with Tor [Myhren, Grey’s global creative head] and Per [Pedersen, Grey’s deputy worldwide chief creative officer, who in an interview with Mumbrella last week said that trying to win agency of the year at Cannes was like ‘trying to win the Tour de France without doping] just made one thing amply clear – I’d be a fool to pass up this opportunity!”

Bhattacharyya, who was creative director of Grey Mumbai before moving to BBDO in 2008, where he was one of the members of BBDO India’s launch team, moves into the role of chief creative officer of Grey Group India on 1 August.

At BBDO, he worked with clients including PepsiCo, General Electric, Aviva Life Insurance, Hewett-Packard, P&G and Wrigley.

He has won awards at Cannes, Spikes, Adfest, Effies and AMEs and Goafest.

Nirvik Singh, chairman and CEO of Grey Group Asia Pacific, said: “Sandipan will be a fabulous asset to Grey Group India. His work has proven to be one of the best in the industry, and we are excited that he is joining us. It will definitely further strengthen the creative fire power on which we place so much emphasis at Grey.”

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