'Artists are the actual rebels in advertising'

Constant experimentation is what keeps artists in advertising going believes Prashant Godbole, founder of Ideas@Work:
Why art? Did you have a childhood aptitude for it?

As a kid, I loved drawing strange things. My sketchbook and pencil helped me recreate conventional points of view with a touch of modernism. My father has always been supportive of my decisions. He kept telling me to aim for perfection; nothing less, nothing more. A cousin, too, played an important role in my early days, guiding me to get through the right course and art school. I spent four years at Government School of Art, Aurangabad before coming to Bombay.

Why advertising?

In commercial arts, we were exposed to a few techniques of advertising. Many of us were fascinated with this business of communication. In those days, many referred to artists as painters in advertising because they thought all they have to do is hand paint billboards. I knew there was much more to this and was keen to explore.

I enrolled myself in J J School of Arts for my final year and got picked by Clarion advertising. I did get offers from Trikaya Grey, Ogilvy and also to be a lecturer. I chose Clarion then because they were offering good money. I sometimes feel that was a mistake, because Trikaya Grey soon emerged to be far more promising and had some interesting people. Having said that, I am lucky to be a part of that era of advertising with great mentors around.

Your thoughts on the conflict between 'regular' work and more artistically satisfying work?

Artists challenge norms and are the actual rebels in advertising. Conflict arises when there are unrealistic expectations. As an art guy in advertising, I have the freedom of expressing my points of view in any form which later develops to become my own creative space and style. This is what I love about advertising. You can create your identity and be comfortable with it. Thereby, you will have no scope of conflict.

How often do you get to do something that challenges you as an artist?

Challenges do come in often. Constant experiments help me sail through them. As an artist in advertising one needs to know the basis of everything; be it typography, printing or even photography. Once you know these fine details you can crack any brief with ease. People have inspired me the most in my journey and it is because of a few of them I have learnt to do better all the time.

Who are these people who have inspired you?

During my Ogilvy days, Arun Kolatkar and Kiran Nagarkar polished me to become a fine art guy. They always told me to take rejection positively. Working with Mohammed Khan, Rahul Da Cunha and Kersy Katrak was a great experience. Each of them taught me interesting things about both advertising and life beyond it.

Do you try to add to the art quotient in whatever it is that you do?

My wife is an actress and that is one reason I really love to follow theatre. I love watching movies and street photography is something that I have been interested in for a while. At the end of the day an observation is a key to create a piece of art. I cannot isolate my art quotient from my personality; it is with me wherever I go.

What is the scope for an artist in a world going digital?

Thanks to digital, many unseen avenues have opened up with just a few clicks for an artist, today. He gets to see the world through the internet, something the younger lot should take advantage of. Different styles can be imitated and taken as an inspiration because the exposure is wide. Once that is developed one can easily understand which space is more comforting to place the canvas. I hope we as an industry don't consider digital a different entity.



A photograph clicked by Prashant for W's spring collection


A print ad for Varuna D Jani


Top & bottom: Print campaign for Rustomjee
(This story is a part of a series that showcases some of the real art talent of Indian advertising)