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Shoumitra Rai Choudhuri (Shom) – A transformational agent.

After excelling in the world of advertising (for 24 years) and being the creative head of many multinational agencies in India and South East Asia and creating transformational work on some of the biggest brands in the world, I moved from Mumbai where I was born and brought up to Goa. I wrote two books in a small quaint village in Goa, which were published in 2016

After writing the books over three years, I founded a company that exclusively serviced IFB Appliances for content creation. They were headquartered in Goa.

Here is where I unlearnt everything I had learnt in advertising and understood the inner workings of a large business and company. The senior management gave me the freedom to understand every aspect of the manufacturing business and I travelled extensively, finding insights into how a large business functions and meeting various internal stakeholders of the company and also dealers and franchisees. It was an eye-opener. I could put together a washing machine or any other appliance as I had gained deep understanding of manufacturing.

But I stuck to my forte and started creating creative video content with a highly talented but small team for IFB. The new knowledge helped me solve both organizational issues with creativity and also create consumer facing content which I was always good at.

The result of my team and my efforts was truly sensational. A 4 million customer base built over 35 odd years grew to 5.7 million customers in less than two years.

How did this happen? It was a transformation and I no longer thought like an advertising creative director who only focussed on marketing briefs.

I won’t say much more. You can see the website and see the work we did for IFB to influence this growth in revenue, and also other transformational work I did over my career for other reputed brands.

Key roles – Group Head McCann Erickson, Creative Director HTA, Sr VP and Sr Creative Director JWT, Chief Creative Office McCann Erickson Indonesia, Chief Creative Officer DDB Indonesia, National Creative Director Tribal DDB Worldwide, National Creative Director BMB Madison.

Brands I have worked on over the years – Coca-Cola, Pepsi, Unilever, Walls, Philips, Godrej, Godrej Sara Lee, Volkswagen, MTV, Pizza Hut, Bentoel, Johnson and Johnson, ICICI, Godrej Natures basket, Sri Adhikari brothers, The Leela, Standard Chartered bank, Mattel, Idea, Mountain Dew, Nestle, Nescafe, Save the Children, WWF, Akso Nobel Paints, IFB, Times Jobs, Airtel, Appeton Weight Gain, Clorox, Neelkanth Real Estate, among many others.