Exclusive | Evolution is bound to continue: Ad Man Gopi Kukde

They say the arty types are a bit philosophical, brooding and well, difficult to understand. The advertising types, sharp, witty and types who will read your mind, thus with these parameters to judge we were definitely in a fix to describe the Onida Devil Man. But the man as usual surpassed all expectations. He definitely does not need an introduction, for Gopi Kukde’s work is enough to describe him.

A veteran in the ad industry, he is associated with the campaigns of Asian Paints, Glaxo, Stanrose Fabrics, Centaur Hotel, and the Hawkins pressure cooker. At Avenues, he worked on UFO Jeans, Skypak Couriers, Paan Pasand and Onida. His catchy one liners ’’Shaadi aur tumse kabhi nahin’’', '’’Chane ke bhaw kaaju’’' and the Onida Devil saying ‘’‘Neighbour’s Envy, Owner’s Pride are still remembered by us till today.

Gopi Kukde was recently felicitated in the 53rd edition of the State Art Exhibition by the Maharashtra State Government for his contribution to the Indian Advertising. Adgully talked to Mr. Kukde recently to know more about his career and his choices in life. Here are the following questions that we asked and the interesting, witty answers he fired back at us.

Adgully (AG): What has been the biggest achievement in your career?

Gopi Kukde (GK): Impossible to judge! Every achievement seems big at its own time...for example, as a child; I was fascinated by the image of lord hanuman. Every attempt to draw that image on a slate turned out to be a joke! The seventy sixth attempts looked somewhat like a flying man that’s what my mother said…to me, it was my biggest achievement!!

AG: Is it a challenge to pursue a career in advertising and art simultaneously?

GK: I think so......maybe not.......there are guys who manage a wife and a girlfriend at the same time!

GK: I remember a scene from an old Hindi movie......I S Joher, a comedian, was playing a character of a fine artist. He shows a client his painting, which is a canvas painted red! The title of the painting is a cow eating grass! Where is the cow? Ask the surprised client Johar answers.....woh to ghass kha ke chali gai...toh ghass kahan hai? Was the obvious question. Janab, woh to gai ne kha lia...a fine artist can fetch more money with this attitude. On the other hand, an advertising guys grass has to look yummy and the cow, satisfied with her brand of grass .........should smile!

AG: What made you chase your dream even after a successful career in advertising?

GK: I always wanted to learn something more than just one craft. I was not sure if I would be lucky enough to turn it into reality!

AG: How has the advertising world evolved during these years?

GK: Evolution is bound to continue.........but after 1994, with the media buying separated from creative, advertising is on a downhill. Sad!

AG: What is your message to the new breed of advertising professionals who look up to you?

GK: Ha, ha. That sounds like a good ego booster! Never the less, shouldn’t miss the opportunity to flaunt my seniority! Since advertising is a business of people, the more you work and work with more number of people, the better you get. Everybody has something to learn from.........provided you keep your doors open!

AG: What do you prefer a career in art or a career in advertising?

GK: Difficult question! To an artist, art is art. Be it selling dreams or painting them!

GK: Though I am not much of an award person, i suppose they are important. No point for a peacock performing a magnificent dance if there is nobody to respond?

AG: Is there any award you covet the most?

GK: This is a good round off! Like the first question, this too has the same to same principal! Every award mean a great deal to you at that point of time..........I still remember with pride, the water colours my father bought for me when my drawing teacher gave me a nine on ten for my pencil drawing! | Rabab Rupawala [rabab(at)adgully.com]