Decoding An Ad-Maker

A great artist is born out of radical thinking and the zeal to do something better every time. Here is an excerpt from the conversation we had with Hyderabad’s ad man Sudhakar Etrouth. A B Com graduate from Osmania University, Sudhakar started as a clerk, and went on to be Creative Consultant and Controller for network agencies such as JWT and Ogilvy, and is now operating his own creative studio - SVAAN.

We believe you care a lot for the world around you; which is evident from your creative works on current affairs. How effective and important do you think a social message (in the form of an ad) is in today’s society? Over time, I have noticed that most people do not prefer reading too much content, which inspires me to get the social messages across through a mix of creative advertising style and news. In all my time outside work, I try to create visuals that voice current affairs/news in a rather interesting and minimalistic way.

What sparks your inspiration?
Just one word – Passion. My passion is to create and portray things in an interesting and unconventional way.

How much does a good copy influence your art design?
A creative ad copy definitely helps shape a good design. In fact, a creative copy when properly visualised can create an ‘out-of-the-world’ art.

Do you think that the scope for creativity is directly related to the client brief?
No, client brief to me is just the basic information about the product/service; it is up to the artist to interpret it the way s/he wishes to. This is Ogilvy’s philosophy, and I follow it too.

We have studied a lot of your works and noticed a unique aesthetic sense and element representation in them. What's your approach while starting to produce a creative?
I do not like too many elements in a creative, it disturbs the viewers. I prefer being minimalist in my works and like experimenting different formats such as graphical, typography and creative visuals, depending on the character of the creative.

How much do you think has the advertising industry changed over the past decade?
The advertising industry has dynamically evolved over the years. A significant change can be noticed in the creative departments. Visual-based communication is being focussed on; which is also something the clients demand for today.

We have more exposure and access to technology and tools than ever before. How much do you think has that helped you in refining your work to a much sharper point?
New-age technology and tools have only increased the scope for creativity for advertising professionals. There is a chance of exploring more and more with each creative that we make; the possibilities are endless.

How significant are the said guidelines to create a particular type of creative? How often do you think an artist should look at going beyond them and exploring possibilities?
Creativity doesn’t have a formula. You will only be limited if you set rules for thinking. Creativity is always about thinking beyond conventions.

As an adman and artist, what do you think is the best thing you can and want to give back to the field and the society on a whole?
I am not a great advertising person or artist to give back to the field, I am still learning. But yes, I am trying to educate people on creativity, besides creating awareness through non-commercial works of mine. Signing off, Etrouth urges every aspiring artist to ‘think differently’, work hard, and keep refining their skills.

By Tushar Kalawatia