TBWA India picks Louella Rebello as ECD

Based in Mumbai, Rebello will be responsible for the agency's creative output.

TBWA India has appointed Louella Rebello as executive creative director. Based in Mumbai, Rebello will be responsible for the agency's creative output.

Rebello comes in with more than 15 years of experience in advertising. She started her career with Pressman Advertising and Marketing as a copywriter in January, 1998. After spending about two years at the agency, she joined Triton Communications in 1999 as senior copywriter.

She joined Bates as copy supervisor in 2001. In January 2003, Rebello joined Ogilvy India as creative supervisor and left as senior creative director in December, 2011.

In February 2012, she joined DDB Mudra as ECD and held the post for almost two years.

She is known for the 'Reclaim your life' campaign of Tata Safari Dicor. She is also credited with the 'Rishte kai tarah ke hote hain' campaign of Bank of India, which showcases relationships in their real, quirky glory. Rebello also contributed to Sumo Grande's well-received 'More than meets the eye' campaign.

Commenting on her new role, Rebello says, "TBWA is a great network to be a part of and the team here is dynamic with the right mix of people, passion and intent. I am looking forward to working with some very talented people, doing some fine work and having fun while doing it."

Parixit Bhattacharya, chief creative officer, TBWA India Group, says, "Credited with some of the finest auto advertising in the country, Louella has guided innumerable brands under the spotlight across categories. Her work regularly features in all leading award shows too. I suspect the green tea she drinks is not all that innocent."

Nirmalya Sen, president of advertising, TBWA India Group, adds, "An agency that prides itself in bringing fresh perspectives to the table needs creative talent who have scant respect for conventional thinking, established category codes etc. The last 12 months have seen us handpick creative talent in Mumbai who are just that; and when we had to find a leader for this pack, it had to be someone special."

Rebello has worked on some of the finest brands in India including Vodafone, Volkswagen, Johnson & Johnson, Marico Industries, Nestlé, Gulf Oil, SBI Life, Ponds, Close Up, Tata AIG and Tata Motors.

Rebello's work has been recognised at numerous award shows including shows such as Cannes Lions, Spikes Asia, London International Awards, AdFest, the Effie Awards and various local award shows in India. She has also made it to Brand Equity's list of 'India's Hot Young Creatives'. She holds a post graduate degree in Social Communications Media from Sophia Polytechnic.

For the record, in another recent development at the agency, Shiv Sethuraman quit as CEO. TBWA India then promoted Magnon TBWA's Vineet Bajpai to take over the responsibilities.