Magic Mushroom
August 12, 2008
In 1994, Nitin Beri, the Creative director of Rediffusion, a famous Indian ad agency gave 23-year old Arvind Pal Singh aka Candy a break in advertising. His ups? “Candy is the first guy I have met who has managed to get thrown out from art college” Nitin said, “so I had to hire him.”
So much for academics. Advertising was fun and print ads ruled the the world in the early 90’s. In fact, art directors like Candy treaded press ads like doing a painting. In the bubble-like world of advertising in Delhi, everyone soon knew Candy.
By 2002 the seven year itch had kicked in. And press ads were becoming passe. Television, speaking to a ballooning middle class, was king and the might megabuck clients had started ruling.
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