Please meet Indian creative talent Aastha Gandhi, Creative Director at Ogilvy Gurugram.
What is the piece of work you’re most proud of and why?
I’m most proud of the work our team did for the Husband’s Initiated Movement (HIM) Against Breast Cancer for Philips. On the surface, the task was fairly easy – convince women to take a simple, breast self-exam. However, talking about breasts in an Indian society is considered taboo. Also, Indian women are known to ignore their personal health and well-being when compared with caring for the family.
That’s when we came up with the idea of recruiting husbands as change-makers. The Husband’s Initiated Movement (HIM) against Breast Cancer encourages Indian men to take over a household chore so that their wife can use those 10 minutes to take a breast self-exam.
When it comes to breast cancer, early detection can save lives. The campaign broke with an endearing film featuring a silent couple. Subsequently it started trending on Twitter. Media channels and celebrities got involved. Street plays were organised. It was an integrated campaign, focussed on driving real change.
Do you ever feel invisible at work and if so, how do you make yourself more visible?
Ogilvy has always encouraged candour and diversity at work. I head a team of very talented young people and collaborate with the most wonderful bosses every day, so I really can’t complain. Sure, there’s still a dearth of women in advertising agencies, but the tide is turning. Our office is headed by an amazing female creative, so yes the change is showing on the ground.
Who do you admire in the industry and why?
There’s no one person, really. Over the years, I’ve worked with all kinds of people and each had something admirable about them. The ability to say the thing every other person in the room is afraid to say out loud. The art of speaking through silence. The knack for crystallising all the jargon in the world into one simple sentence. These are all qualities I have admired in various people.
Ours is a people-driven business. I know it sounds cheesy, but if you look carefully enough, there’s a lot to admire in people that are around us.
What do you love about your job?
I love that I can laugh at memes, write a music video, listen to someone strumming the guitar in office, get inspired by art from all over the world – and call it work.