The clutter only makes you better: Prahlad Kakkar

Prahlad Kakkar, the distinguished ad filmmaker is the epitome of success and creativity. A legend in the advertising world, Kakkar is the founder of Genesis Film Productions which was established as early as 1977. Widely popular for his outspoken nature, Kakkar wears various hats simultaneously. Passionate about life, he is a man of diverse interests. He also runs a scuba diving school and runs a coffee shop along with a wine and bar restaurant in Mumbai. In an exclusive interview, Adgully presents the living legend in his own words

Adgully: What are some of the high points of your career?

Prahlad Kakkar: My career is actually all time low which is compensated by little moments of great mirth and glee. The fact is that I have never taken my career seriously which is why it has been such fun.

Ag: How have you seen the creative space evolving over so many years?

PK: An individual has to fight for his or her creative space. One has to be ready to stand up for one's opinions and ideas and also be able to take that risk. It is a very high risk business. You must be able to surprise your client and also make the client like what you do. It is a very ego-less activity. You don't do it because of your ego, you do it because of your belief.

Ag: What are the challenges you have faced in your career?

PK: When I had first started, everyone thought I was too young and now at this stage of my career everyone thinks I am too old. So when I was 22, 24 or 26 years old I used to dye my hair white to look old. And now I don't dye my hair at all but people think I do to look younger.

Ag: Any special occasion where the client has been jubilant with your work? Some of the work you can share with us?

PK: Most of the time clients have been really jubilant. Some of my work would include Pepsi Britannia, Emami, Maggie and the like. I worked on these brands for years, it wasn't just one off.

Ag: How do you think the cluttered media space has contributed to the negativity or positivity to the advertising industry?

PK: I think it is competitive. I think the clutter only makes you better.

Ag: Do you think the effectiveness of the ad jingles have been lost in the industry? Is good work being carried on?

PK: No, we are a country which sings itself to work, to sleep and to everything. What is happening is that great music directors are no longer making great jingles but have graduated to making great film songs. So now we take the film songs and make jingles. Most of the music directors have come from advertising.

Ag: Your company Genesis has been growing from strength to strength. Can you touch up on some of the points?

PK: Our greatest strength is our people. The people are part of the cloth that we are made of. And all the ex -Genesis people who are out there doing exceptionally well, all over the world, (which are about 200 directors) gives us belief and strength to train more people even if it costs us a lot of money. We have always been a low profit organization because we invest in people rather than in money.

Ag: Do you think the industry lacks good creative people and clearer minds?

PK: The industry has become instantaneous. The generation has become instant. Everyone is looking for instant gratification, instant relationship, instant happiness and instant sadness. Unfortunately that is a shortcut which doesn't give you lasting values. We made films that were timeless ten years ago but today there may be only one or two films that stood against the barrier of time. We are not looking for quality or values which last longer than time. So until we go back to that we are not going to create good work.

Ag: What will you advice the youngsters who are joining this industry?

PK: Do it because you will pay for it and not because you are getting paid for it. My advice to all young people is that if you are not passionate about what you do, then don't do it. | By Janees Antoo [janees(at)adgully.com]