JWT's Pepsi Boy Soumitra Karnik joins Dentsu India as NCD

In September 2011, Karnik bid adieu to JWT where he served as executive creative director and vice-president.

The Dentsu India Group has announced the appointment of Soumitra Karnik as national creative director.

In September 2011, Karnik bid adieu to JWT Delhi where he served as executive creative director and vice-president. Soon after that, he started his own creative consultancy.

Speaking on his new role, Karnik says, "My first priority is 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 by the process of collaboration and co-creation."

He goes on to explain that Dentsu has recently pressed the 'refresh' button and is all set for some serious action in the days ahead.

Commenting on the development, Rohit Ohri, executive chairman, Dentsu India, says, "Karnik is a truly gifted creative and great leader. He will partner me and the creative leaders at Dentsu India, to take our creative product to the next level. Karnik believes in integrated communication solutions and as a key member of the India leadership team, I see him help us effectively deliver this core Dentsu belief to our clients."

Karnik started his career in 1991 with Pace, a small-sized advertising agency. It was here that he learnt the basics of the profession, such as the entire printing process and the procedures involved in delivering release orders for ad releases to various newspaper offices.

In 1993, Karnik joined Percept as creative group head and in 1995, he moved to Rightangle, a boutique agency. After a two-year stint at Rightangle, Karnik joined Lowe (then known as Lintas) in 1997 as associate creative director, where he was until 2000.

He then moved to JWT as creative director, and was later promoted to executive creative director and vice-president.

During his 11-year-long tenure at JWT, Karnik worked on brands such as PepsiCo, Nestle, Hero Honda, Sony, GSK, Congress and Airtel. Amongst ad campaigns, he is known to have worked very closely on the 'Youngistaan' campaign for Pepsi, 'Aamsutra' for Slice, 'Yaari ki Gaadi' for Hero Honda, and 'Dil jo chahe paas laaye' for Airtel, amongst others.