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‘Pepsi Boy’ Soumitra Karnik joins Dentsu as NCD

The former ECD of JWT is known for campaigns like ‘Youngistaan’ for Pepsi, ‘Aamsutra’ for Slice and ‘Yaari ki Gaadi’ for Hero Honda

BestMediaInfo Bureau | Delhi | January 25, 2012

Continuing with the series of senior-level appointments, the Dentsu India Group yesterday announced the appointment of Soumitra Karnik as National Creative Director. He joins Dentsu India from his creative consultancy company. Prior to that he was with JWT, Delhi, where he was Executive Creative Director.

In his over 11 years with JWT, Karnik has worked on brands like PepsiCo, Nestle, Hero Honda, Sony, GSK, Congress and Airtel. Among the campaigns he is known for are ‘Youngistaan’ for Pepsi, ‘Aamsutra’ for Slice, ‘Yaari ki Gaadi’ for Hero Honda and ‘Dil jo chahe paas laaye’ for Airtel to name a few.

Welcoming Karnik to Dentsu, Rohit Ohri, Executive Chairman, Dentsu India, said, “Soumitra is a truly gifted creative and great leader. He will partner the creative leaders at Dentsu India and me to take our creative product to the next level. Soumitra believes in integrated communication solutions and as a key member of the India leadership team, I see him helping us effectively deliver this core Dentsu belief to our clients.”

Speaking on his new role, Karnik said, “As far as my role is concerned, my first priority shall be to build a solid network of talented creative teams across Dentsu companies and to create a boredom-less and fearless creative culture. I will also partner our clients in developing thought leadership and strategic superiority in their respective markets through collaboration and co-creation.”

He added, “We have pressed the ‘Refresh’ button at Dentsu and are pretty serious about being the very best, both for our clients as well as our own people. We want to be known as a place with a large heart where people with great minds work. And I can certainly promise a lot of action around us in the coming times.”

Karnik started his career in 1991 with a small advertising agency called Pace. While working at Pace, he learnt everything from the printing process to delivering release orders for ad releases to various newspaper offices. Next, he joined Percept in 1993 as Creative Group Head from where he moved to a boutique agency, Rightangle, in 1995. Over his rather eventful stints at Percept and Lowe (then known as Lintas), he has worked on accounts like Hero Honda, Nestle, Maruti Suzuki, The Oberoi Group, Joyco, Xerox and Wills Sport.

After a two-year stint at Rightangle, Karnik joined Lintas in 1997 as Associate Creative Director, and worked with the agency till 2000. Next, he moved to JWT as Creative Director, and was later promoted as Executive Creative Director and Vice-President.

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