"It was a tough decision to break away from Ogilvy": Abhijit Avasthi

Yesterday, the news of Abhijit Avasthi's departure from Ogilvy India made headlines. And since then, the Indian creative fraternity has been able to discuss little else.

Currently serving his notice period, Kinu (as he is fondly known) will continue to be associated with the agency, for certain projects, for some time.

When we caught up with him at his office yesterday, the 42-year old outgoing NCD was in a mellow mood, and fielded all our questions with a smile.

Edited Excerpts.

Edited Excerpts

There's no one thing, honestly.

I have interests outside of advertising. I like advertising to death but would also like to indulge in some of the other things that give me a sense of satisfaction and happiness. And if I were to stay in Ogilvy, then it would be unfair for me to start doing some of those things. If I am in Ogilvy, I should give all my time, energy and resources to Ogilvy and its clients.

I have been thinking about it for a long, long, long time. At some point in time, one has to say, 'Okay, now is the time.' Otherwise, time is just flying by... none of us is getting younger.

Besides, from the day I joined advertising, I have been telling people, 'Listen, I am here trying to figure out what I want to do in life.' So this is just that.

It was a humongously tough decision to break away from Ogilvy. I have been emotionally wrought for many, many, many months now. It wasn't easy... There's a whole ecosystem - including Piyush (Pandey, executive chairman and CD, South Asia), Rajiv (Rao, co-NCD), clients, the production side - which I have grown up in over the last 15 years. I am emotionally invested in this place. But then again, as someone said to me recently - 'If you don't empty out the box, you can't fill new things in it'.

I enjoy a lot of things in life. I am interested in music, in science; I enjoy the social stuff that goes on in India. I think we can do a lot of things in a much more meaningful, original way. When I say 'we' I mean people in general, not just agencies.

I am not looking for a job. I am not looking for a designation. I am not looking for a certain lifestyle. I am looking to do something which gives me a sense of intellectual and emotional satisfaction. A regional or global role does not interest me.

There are a lot of 'observations' that I have about certain things in life, which I would like to do something about, if possible. For example, outside India, there is a big 'museum going' culture; in India there isn't one. So I sit back and think, 'What can I do to get people to go to museums?', because they are such a fabulous place to learn. So things like that.

These are all very vague thoughts... but whatever the structure of the entity I finally come up with, it will be one that will help me actualise a lot of things. I have no clue what it will be. It will be an organisation, started by me, for which I will use all my learnings from advertising.

(laughs) No, I am not going to Rishikesh, and I am not going to pick up a camandal!

And I am not quitting advertising. No. All I am saying is - I don't want to do what I am doing currently, which is being in Ogilvy & Mather, because that entails doing only this and nothing else.

I just hope I am able to deliver. I hope it doesn't turn out to be one of those impossible drawings ... those optical illusions in which you walk from one point to the next and come back to the same place.

Yes... 25,000 per cent.

I would never take a decision without consulting them. We've been discussing this for quite some time.

Of course they tried to retain me. They would definitely want me to stay on. We even discussed whether there was a way in which I could be here and still do the things I want to do. But that would be selfish of me.

So while it is tough on them, they are letting me go because they respect my dreams.

Well, it's something all three of us will discuss together. The two of them are still around and we've got a strong second line - all the ECDs and GCDs. They are regularly poached and spoken to by people from other agencies who want them to come and head those agencies.

But whether there is any need for a replacement at all, is a question in itself.

Rajiv is well settled here. He is enjoying his place here.

There was a time when people said, 'Oh, Ogilvy has only got Piyush. If this guy leaves, there'll be a problem...'

Yes, there will be some flux, it'll take some time to smoothen out, but I am great believer in the strength of Ogilvy.

Well, for a whole lot of them it is bittersweet. But they are all well-wishers.

And there will be many more 'Piyushes' and 'Rajivs' and 'Kinus' coming out of Ogilvy all the time.

Make the most of this place.

You guys are lucky to be working with the best agency in the world.

(long pause) I'd like to keep it simple. My message to him is - "Let's meet for lunch." (laughs)

Thank you.