The BIG Mouth

Arun Iyer, ECD, Lowe Lintas, Mumbai

The biggies are big for a reason. Because they have a BIG mouth. Have fun reading.

Arun Iyer is ECD with Lowe Lintas, Mumbai. For him, creativity has two sides. One that is inborn. And the second is the creativity in advertising, which is very different. He calls it commercial creativity that “comes according to the product's needs, where one has to be creative enough to entertain people and at the same time ensure that consumers also buy your product.”

Known to the industry as the man behind the Surf Excel campaigns, he completely revolutionised a category as boring as detergents, by playing on the reverse psychology of human beings. The brief given to the team was 'dirt is good' and it was Iyer, with his out-of-the-box thinking, who cracked the idea of using children and establishing an emotional connect between the brand tagline and consumers. 'Daag achche hain' playfully pampers children for getting dirty, instead of the usual reprimand that they get from their mothers.

Despite the Surf Excel communication under his belt, he wishes that he had cracked the 'What an Idea, sirjee' campaign (done by colleague Nikhil Rao for Idea) too. Writing for his college magazine, he always knew that his calling would be in advertising or journalism. Fate intervened when a friend talked him into joining the ad-frat. Today, Arun gets his high from entertaining and influencing the decisions of millions..

Qashish Chopra of BestMediaInfo.com spoke to him on dope other than advertising.

Q) What is your current state of mind?

It's a weekend.

Q) Your poison?

Single malt.

Q) Who are the three people you would invite for dinner and drinks if it were your last?

Rajnikanth, Scarlett Johanson and Woody Allen.

Q) Name the one animal you think you resemble.

A monkey.

Q) One thing you never leave home without?

My phone.

Q) What would you do if you were invisible for a day?

Kill Mogambo.

Q) One song you love to hate?

BHHEGE Hot tere…

Q) The last thing you do before going to bed?

brush.

Qashish@BestMediaInfo.com

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