The Hindu Business Line : `Chax' is National Creative Director for Rediffusion

REDIFFUSION DYR on Monday announced that Mr K.S. Chakravarthy (aka Chax) would be taking over as the agency's National Creative Director. Mr Chakravarthy returns to advertising agency life having spent the last three years running his own film production company, says a media release from the agency.

According to Mr Preet Bedi, President, Rediffusion DYR: "Chax is one of the brightest stars in the Indian creative firmament and I am delighted that he will now be working with us. For us, this is the successful culmination of a global search we began a year ago. Initially, Chax was reluctant to give up film-making but after understanding the size and scope of the challenge, he agreed!"

Chax, looking forward to his assignment at Rediffusion, says, "To me, Rediff is the original iconoclast of Indian advertising. It began life-breaking rules, and grew by breaking more of them. When Mr Arun Nanda and Preet Bedi outlined their commitment to returning the agency to its pre-eminent position as the agency that redefines the business with every campaign, it was too exciting a challenge to resist."

Chax is an engineer who early on in his career, decided that he preferred writing ads! Over the years, he has worked with Bates, JWT, Enterprise, Lowe and Leo Burnett. His portfolio is diverse and eclectic. Over the years, he has won over 75 awards and was among the first from India to win a Cannes Lion!