Name: Zubin Driver

Designation: Creative Director, Cell Communications

Sun Sign: 19 February 1970 half Pisces, full Aquarius

Educational Experience
I did my Bachelor of Arts in Economics from St. Xavier's College, Mumbai. Then I pursued post graduation in Literature from Mumbai University.

Professional Experience
I have been in a number of MNC agencies in India. Each of them were great learning experiences. Lowe, TBWA, O&M and Madison are a few of the agencies I have worked with.

My last Advertising agency assignment was with TBWA Mumbai as a creative director. I left TBWA to form Cell Communications in September 2002.

As a creative director at the Cell, the task that I was assigned to involved handling all of CNBC TV18's communication needs: advertising, DM, branding and internal communication. The aim was to achieve focused, hard-working and clutter-breaking advertising that would actively move a brand.

In the last few months, Cell Communications has evolved into an independent brand and design consultancy that now handles large brands outside the CNBC -TV 18 family. Our list of clients include CNBC TV18, a New York based magazine Mantram, business & financial services portal based in India - Moneycontrol.com, all the products in the IL&FS portfolio, IL&FS Mutual Funds and Beauty Without Cruelty - BWC.

The field record

In May 2003, Cell Communications decided to pitch in the open market as an independent brand and design consultancy. We pitched for IL&FS Mutual Fund and bagged the account after a two week long process. We have launched the IL&FS Growth and Value Fund campaign in June 2003. It is a multi-city and multi-media campaign including Press, Hoardings, TVC and Email.

Meanwhile, in May 2003, Cell Communications was also approached by the Reliance Corporate office to do a re-design project for their corporate communication brochures. We delivered in record time and the brochures are in print.

In keeping with our unique approach to work, we decided to offer our services to an NGO. We now handle BWC, Beauty Without Cruelty, a well-respected NGO working in the area of prevention of cruelty to animals and the promotion of vegetarianism.

Television as career choice
Television has exciting possibilities. It is an evolving category in India. The idea of starting an in-house creative and brand consultancy was very challenging.

Current Television scenario
It is very fascinating. Increased segmentation, fierce competition... the most interesting phenomena being the emergence of so many news channels. It will be great fun tracking their progress.

On the television software front, specially soaps etc, we've seen not too much progess on original ideas and great scripts but the industry is picking up...of course and how CAS will change everyone's lives...another big question is how will the mass entertainment channels build differentiators over time, will individual programmes compete on conflicting time bands, where will the brand war be played out, how is the consumer going to react to proliferation and over selling from channels....will inherent brand values of a channel make any difference or will increased commodification make the whole game even more ruthless and fickle.

Right and wrong about current marketing scenario
Simply put, what is right is the freedom that channels have been given and what's wanting is quality, delivery and responsible reporting. We still have some work to do.

Some news channels are still in the 'sensationalist' phase, they need to evolve into deeper analysis and quality perspective, while others are just mirroring the lowest common denominator for mass viewership. Such channels generally compromise on the holistic perspective. Training of personnel in the industry is a huge issue. Channels need to invest in their intellectual capital, rather than physical capital. That's where we lack as compared to some of the older foreign channels. On the other hand, a lot of India based channels have found their own unique voice and are bonding strongly with their viewers. It's a dynamic and fascinating scenario.

Five years from now
On a six month cruise somewhere in the middle of the Pacific....

Hobbies
Writing, theatre, reading, walking and watching people.

Idea of enjoyment
Chilling with a lovely book on a rainy day.

Name: Suryakant Mishra

Designation: Manager - communications, Birla Sun Life Insurance

Sun Sign: Aries

Education

After completion of my Master's degree in Political Science, I pursued my M.Phil in the same subject from Delhi University. After completing my M.Phil, I was selected by the Indian Institute of Mass Communications (IIMC), New Delhi. I did my Mass Communications course from IIMC and specialised in Public Relations and Advertising.

Afterwards, I pursued my Ph.D (part time) along with my job and recently submitted my thesis to Utkal University.

Current Work and Responsibilities

I am currently working as a manager-communications at Birla Sun Life Insurance (BSLI). I look at all aspects of media relations which includes the organisation of press conferences, press interviews, media strategy amongst others. Besides, a major part of my job is internal communications which includes looking after the in-house magazines and journals. Since BSLI is opening branches all over the country, the current thrust of the PR is to develop rapport with the media at the regional and local level.

Entry into the world of PR (Public Relations)
I always wanted to something really challenging and PR provided the best opportunity to achieve my objective.

After the completion of the course, I started my PR career with Abacus, the PR division of Triton Communications, a leading advertising agency. I handled a number of reputed clients. It has been eight years since I started my PR career and it has been a great learning experience for me. The best part of the job is that you find a different scenario everyday. PR is very dynamic field and you need to be always on your toes.

What is right and wrong about the communication field

The best part of the job today is that there is a greater realisation of the need for PR amongst the corporate entities today. PR is no more a job confined itself to press relations alone. The definition of a PR job has considerably widened in the last couple of years. PR is a very specialised field today - corporate communications, media relations strategy, internal communications, media briefing workshops, counsel, training corporate spokespeople, crisis management - there are so many specialised functions.

Even people with professional qualifications in the field of medicine, engineering amongst others are entering the domain. PR as a profession has, definitely got a very bright future. Along with this, we also find the emergence of number of PR agencies which have added a new dimension to the field.

Major successes and failures

One of the major success is related to management of a crisis during my tenure at Abacus. Crisis Management occupies a very important place in the job of a PR person. It would be very difficult to narrate the entire event. All that I can say is that the company was in the midst of a major crisis. The situation provided me with an opportunity to handle the crisis - the key was balance the situation well and provide accurate information to the key media in order to avert a probable crisis situation. The best part of the job is that you learn from each one of your experiences.

Impressions of TV Channels

The very hectic nature of my job hardly provides me any time to watch TV. Usually, I watch TV during the weekends when I am with my family. I like to watch programmes related to current affairs and business developments. I also like to watch musical programmes along with sports events. Some of my favourite channels are Star Plus, CNBC, BBC, NDTV, Star News amongst others. Some of the channels are really good in terms of education and enhancement of knowledge; others provide entertainment.

Hobbies

My hobbies include travelling, music, movies and social work. I have been associated with a number of voluntary organisations - that are involved in matters related to child education and environment protection.

Name: Dr Chandni Sharon

Designation: Actor, RAPA jury committee member

Sun Sign: Virgo - 15 September

Education:
I was born in Africa; did my schooling in Karnataka; went to the US for post-graduation studies as my father works for the United Nations. I am a linguist who speaks eight languages - all the four South Indian languages in addition to English, Amhari (African), French and a smattering of Hindi. I have completed my doctorate (Ph.D in food and agriculture marketing).

In fact, my languages skills ensured that I was chosen the jury member for the RAPA awards for television. It was an enjoyable experience as there were so many entries (in varied media) in different languages.

Entry into the world of films:
My tryst with glamour started long back when I was in the United States. I won the Miss Photogenic title at the annual Miss India World 1999-2000 pageant held in New York. Bollywood veteran Dev Anand and Meenakshi Seshadri were amongst the panel of judges.

Someone in Bangalore saw my pictures and showed them to director Upendra who was launching himself in his debut film. 'A' broke records and created history by completing 275 days at a stretch. Critics loved my character of a pampered actress who has a change of heart towards the end of the movie when it is revealed that she has an incurable disease. 'A' was made in Rs 10 million and earned Rs 200 million.

I followed up my first success with a string of films in the South which performed well - AK-47 which completed 100 days; and a bilingual film with Om Puri, Girish Karnad and two different heroes (Shivraj in Kannada and Sai Kumar in Telugu).

I have also acted in a Gujarati film called Maru Ghar Kya Chhe produced by Venus music company and co-starring Rita Bhaduri. It was a women-oriented theme and I play a character who ages from 16-60 years. Actually, I feel as if this is the story of my life because I, too, don't know where I belong.

I narrowly missed co-starring opposite Sunny Deol in Zee Telefilms' Gadar-Ek Prem Katha (Amisha's dates were clashing and finally she sorted out the dates issues) and Shah Rukh Khan (Hrishita Bhatt eventually played the role in Asoka).

My debut Hindi film Wonderful Moments is with Kabir Bedi's son Adam. The film is being produced by Rajesh Sheth of Giriraj Music and Media Exim.

Impression of television:
I watch TV. The two channels I simply love are God channel and Hallmark which shows the kind of movies I love to watch.

I like the Simi Garewal show for all the guests end revealing something very personal - a true dimension of their personality. I also admire news channels that bring us "the world" at such a low cost.

Things I would like to change about Hindi film industry:
Bollywood is the only place where knowledge of Hindi is a barrier. Not knowing Hindi properly is seen as a handicap only in the Hindi film industry. So many aspiring actresses or actors haven't made it here due to this unjustifiable excuse given by film makers. No other film industry gives as much importance to language as acting is beyond language barriers. Also, it is a great experience to work with several TV, theatre and film artistes (Ashok Banthia, Nishigandha) in my first Hindi film. These actors are equally at ease in vernacular films or serials or theatre.

Five years from now:
I see myself touching peaks of popularity and working with famous well-known directors. I am getting some good offers from big names in the industry. I am getting a lot of offers from down south in addition to the numerous fan mail.

I am looking for modeling assignments which strangely didn't happen despite the fact that people say that my face is photogenic and camera friendly. I also see myself getting lots of modelling assignments.

Name: Shweta Kunoor

Designation: Actor, model

Sun Sign: Cancer

Education:
I have studied in different cities as my father would get transferred from place to place. I have studied in eight to nine schools - Bangalore, Pune, Willingdon, Jaipur, Indore amongst others. I completed my graduation but didn't pursue further studies.

Entry into the world of modelling and advertising:
While I was studying in Pune, I got my portfolio done. It was just a spontaneous move and I didn't take it very seriously at that point of time. Almost immediately, I bagged the Fair & Lovely cream campaign. Over the years, I have done campaigns for Fair & Lovely creams and soaps. I have also worked in films made for Dabur, Wrigley's amongst others.

View about the controversy over the "fairness" ad:
I don't believe in discriminating people based on their skin colour. However, I do believe that in certain areas of the country, several women face problems due to dark skin. Down south India, "fairness" is the in thing. Well, the strategists of that particular ad must have done their homework. While, we were shooting for the ad, we didn't believe that it would create antagonistic feelings. I feel that things have been blown out of proportion needlessly.

Difference between ad films and feature films:
Ad films have a shorter duration and most of them get over before 25 days. Client requirements are given more importance. In the case of feature films, the unit members spend more time with one another due to longer schedules. There is ample scope for improvisations and innovations. New ways of expressing creativity are sought and discovered.

Entry into feature films:
I used to get several offers for doing feature films - especially from south India. Between 1999 and 2003, I have done 16 films in Malayalam, Tamil, Kanada and Telugu. I have acted with some of the leading actors of south like Ajith, Kartik and Mamooty. She won the "Best Debut - Actress" for Telugu for the film Chala Bagundi in the year 2000.

My first Hindi film that will be releasing soon will be Ramgopal Varma's Darna Mana Hai. However, my real debut will be in a movie produced by Percept Picture Company - CU@9. The movie is being directed by debutant director Marlon Rodrigues who began his career as a promo director with Channel V and MTV and has been involved with popular shows like BPL Oye, Videocon Mangta Hai,
Liberty First Day First show, Bacardi Blast, MTV Fresh, MTV Bakra, Smirnoff Mega mix amongst others.

CU@9 is a spine chilling thriller about revenge, betrayal and self-styled justice. A mystery that explores the darker side of the human mind. Aimed at targeting the contemporary youth, the movie is an edge-of-the seat tale of deceit that guarantees to blow your mind. I play a double role in the film.

Impression of television:
I hate Indian television - I can't stand it and get irritated. I feel that it lacks depth. I hate it when my mother watches the meaningless serials. Things must change.

Things I would like to change about the glamour world:
I would like the audiences to change their tastes so that the people associated with the world of films can make better movies. At present, everyone is sticking to the tested formula. The audiences rarely accept change.

Five years from now:
I see myself touching peaks of popularity and working with famous well-known directors. However, I am sure that I shall never work in a television serial. Even if I don't have work, I would prefer to sit at home rather than work on TV.

Name: Edna Samuel

Designation: Advertising & PR professional

Sun Sign: Gemini

Education:
I completed my graduation from Mumbai University. The fondest memories I have of my college life include the fact that I was chosen as Miss Thane (a district in Maharashtra) during college days. Education is important, but, I believe that my advertising career has been shaped by on-the-job-training, knowledge and experience.

Entry into the world of advertising, event management and public relations:
I started my career with Midas Touch in 1993 headed Shriji Bhattacharya. In 1994, I moved to Shrusti Communications and then to The Asian Independent Network, part of Harshad Mehta group of companies. I was an associate producer for fashion shows that were going to be aired on C&S channels.

Since 1997, I have been with Motif Advertising. I handle clients such as Dream Team Productions (a production house that has done several shows on either Zee TV and other channels). At present, they are planning a travel show with Nafisa Ali as the host. The pilot for the bilingual show (Hindi and Urdu) has been shot in Vienna, Austria.

Very soon, I shall be a part of the PR and advertising cell of Parvez and Vispi Damania promoted Farsight Risk Management Consultants. Farsight will target high value clients in the business of non-life insurance and reinsurance business. I have worked with the Damanias on other projects earlier.

I have worked for the ICICI Prudential and the Housing division event. I have also worked on accounts such as Shinrai Toyota, Le Meridien amongst others. I have also undertaken above the line activities such as printing jobs, banners, posters. I have serviced clients in smaller towns - for instance a hotel in Kolhapur that is on the verge of opening a sports bar. I have worked with Simon Davidson who was involved with InMumbai Miss Mumbai show. At present, I am working on the account of Davidson's multi-level marketing project - Forever Living Products.

We also have an existing relationship with a Muscat based agency called Knowledge Garden promoted by Priti Kambli.

I shall also be working with an Israel based association called Club International that has plans to do a Johny Lever show in Israel sometime in August.

Impression of television:
I rarely watch TV - if at all, I prefer to watch news channels and music channels. I feel that some of the TV serials have some great production values but poor storylines that drag on till eternity. Also, audiences are lapping up the fare as it is the only source of cheap entertainment.

Things I would like to change about the advertising business:
There is a lack of quality manpower - especially smaller agencies find it difficult to source creative personnel. However, the number of free lance operators in all the departments - be it creative or media or strategic planning - has increased phenomenally. Despite our willingness to pay, we find it difficult to get talented people at the right time.

Five years from now:
The emphasis will be on bagging as many new clients as possible and grow at triple figure rates. The entertainment industry will be a sunrise industry with so many independent producers who are creating content on both terrestrial and C&S channels. Certainly, I see myself heading a bigger entity.

Name: Avantika Meattle

Designation: Film-making, freelance camerawoman

Entry into the field of filmmaking:
Most of us are not very sure about what profession we should adopt post school. In school, I preferred to take science and later in college, took up economic honours. But, all along I wanted to be somebody and achieve something special in life.

I was always interested in photography. During my college days that I picked up my dad's Nikon camera and started shooting. Whenever the camera showed green light I would click, without planning or having knowledge of technical details. I coaxed my friends to model till they were quite sick and tired of my persuasion. Water and fire has always fascinated me, I used to make my friends splash their face with water repeatedly to get the effect that I had envisaged.

During third year of my college, I decided to work for an event management company to get first hand knowledge of media and its interaction. At that time my classmates were concentrating on CAT, whilst I used to loiter around; and of course, play badminton for my college.

After my BA, I applied to Sophia College in Mumbai for a Mass Communication course. We were taught different aspects of Mass Communication. I grew extremely fond of camera and used to take pleasure in being the official photographer of my class group.

Professional experience:
After graduating from Sophia, I was supposed to return to Delhi. However, I felt it would be a great idea if I had some practical experience. This experience changed my focus in life from ordinary "Click! Click!" girl to a professional.

I decided to call a few cinematographers since I knew literally no one in Mumbai. On a sunny Sunday morning, I decided to call Santosh Sivan - I had learnt a lot and seen several movies directed by him. I was surprised when he invited me to come immediately and meet him. Before I even realized, I was assisting him on the film Asoka -an experience of my life!

My most memorable experience:
The making of Asoka was definitely an intriguing and an extraordinary experience. I was working with a talented and a creative cameraman - and I couldn't have asked for more. On the first day of the shoot, I just stood with the clapboard. I had never experienced an actual film production before! I was very impressed to see the professionalism and dedication of the entire unit. It was a dream come true! Actually, I hadn't even dreamt of such a break.

Production houses versus films:
After Asoka was complete, I started working a lot on advertisement films. I was handling ad filmmaker Ravi Deshpande's Delhi office. Working for ads is a completely different scenario.

Here at the ad agency, delivery dates of the project are of prime importance. Ad projects are little more impersonal,
whereas in a feature film, you are deeply involved. Actually one is sleeping, eating and contemplating about the same theme until the film is complete.

For me, I could relate more with feature films than ads. In a feature film, one develops a passion, association and the whole scenario becomes personal. You imagine yourself as part of the happenings. Here, you can innovative and improvise on the creative aspects. However, in ad films you work on constraints such as the theme and the time frame.

Ad agencies and production houses relations:
Well! It really depends from agency to agency and the creative directors associated with it. Some agencies have brilliant ideas - they trust the director and give him independence/freedom to make the film. Some clients, however, have a habit to interfere. Sometimes, there is a predicament when the agency assumes that they have created an award-winning concept and expect the ad film maker to deliver the goods - meaning awards!!!

Most of the time, client servicing people are bothered about the theoretical aspect of the shoot and the
instructions. They do not acknowledge that during the practical shoot, there is so much of creativity and imagination that can be translated for the enhancement of the film.

My idol:
Well it is Santosh Sivan! He makes the most difficult shot simple. It is an experience to see him work. He is so creative and has a grasp of the scene - a quality which makes the complicated scene a child's play. For Santosh, camera is his favourite toy and he definitely loves to play around with it. You should see his face; it glows up upon seeing the camera. His movie Terrorist was really a delight. There are only a few cinematographers who can match his level, his energy and his sense of humour!

Recent experiences:
Now, I am freelance camerawoman, I made a few short documentaries and just finished shooting for MTV in Delhi.

The last advertisement I shot was for Ravi Deshpande Pictures. We were shooting with a 35 mm and a DV simultaneously for a "British Petroleum" ad. I was doing production and camera for the shoot. I was really tired, the heat was getting to me and was trying to hold the camera steady. Being squashed between all the equipment, my fingers automatically started quivering against the camera. I was trying to control but the shake just wouldn't stop. It was a nerve wrecking time. I knew the agency and Ravi were expecting a perfect shot. This thought made me feel worse. But thank God, everything went ok and everybody was happy.

On honing of my skills:
It is very important to stay abreast of new technical innovations in advertising and feature films. In advertising, I read international award magazines and watch T.V. contemplating how I can improve my skills. In features films, I love watching classic movies. I appreciate European cinema and can spend hours reading about it. With each film, it is an awesome learning experience. From Tarkovsky to Kieslowski to Indian filmmakers like Guru Dutt and Satyajit Ray. It is overwhelming to read the historical facts about Indian movies and learn how it progressed from Phalke to now.

There has also been a revolution in the movie equipment - accessories and hardware. Even the new techniques get obsolete very fast until one keeps track of what is happening around the world. Magazines like American Cinematography are of great assistance.

However modern techniques and hardware do not always make a great film. It is only with inner passion and versatility; with simple equipment, dedication and hard work that a great movie is created. New techniques do make different with three-dimensional effects but great movies are made with simple equipment. Movies like Potemkin, Pather Panchali amongst others are classic examples.

Five years from now:
I see myself in the same business and becoming better and better. In this field, passion is the most important thing. One can overcome anything hurled at you, if you are willing to work hard, love what you are doing and be true to your work and yourself. One can even achieve stars.