BBDO India ‘Share the load’ creative director transfers to Singapore

Umma Saini, the creative director behind BBDO India’s landmark ‘Share the load’ campaign, is moving from Mumbai to Singapore, the agency has announced.

Saini will report to BBDO Asia’s chief creative officer and chairman Danny Searle and will continue her role as creative director.

She was previously part of the creative team behind P&G Ariel’s groundbreaking campaign, which encouraged men in India to do their fair share of the housework.

The campaign garnered her, along with the team, a raft of awards and was ranked Number One in the the WARC’s Top 100 ads list. It is also India’s most awarded campaign in history.

Saini was previously at Ogilvy & Mather in Mumbai, before joining BBDO in 2014. During her 10-year career, she has worked with clients including Ariel, Johnson’s Baby, Vodafone, Quaker, Emirates, Amul and Future Group.

She said: “I look forward to taking my learnings from a diverse market like India, and putting them to good use for our local and regional clients. Some of our best minds are in Singapore and I can’t wait to embark on this new journey with them.”

BBDO Asia chairman and chief executive officer Jean-Paul Burge added: “Umma is a world-class talent and a fabulous addition to our Singapore creative team. She brings passion and energy to all she does and her reputation for creating game-changing creative ideas and work for our clients is well deserved.”



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