Vast experience launching & building Indian & multinational brands in wide categories across all media.

1. INTRODUCING YOU TO
SENTHYL
PARTHASARATHY…
A person who grew from Jr.
Copywriter to VP & Sr. Creative
Director between 1989 & 2002.

2. MULTI-TALENTED…
• He was capable of Art Direction, but
chose Copywriting since it had a deeper
involvement with advertising strategy
and communication (at least in the 80s).
• He was also healthy in scriptwriting and
had a passion for films!

3. COMMITTED…
• Led creative sessions for project kick-offs and
managed multiple projects from concept
through completion, establishing creative
direction for the entire line of creative
services & programs.
• Adept at supervising teams to deliver
publishable creatives, work with management
to deadlines & provide quality control over
concepts & projects.

4. A LOT OF ACHIEVEMENTS
IN 20 YEARS…
• Senthyl worked in middle to senior
positions in two of the country’s top
advertising agencies - Hindustan
Thompson Associates and Ogilvy &
Mather
• See the list of big brands he launched &
sustained in India

5. LAUNCHED
• Citibank Credit Cards
• Ford Ikon Cars
• Parry’s Sweets
• Diners Club/British Airways Card
• Ashok Leyland Trucks
• TI Cycles
• The Telegraph Newspaper
• ITC - Corporate
• Social

6. CITIBANK CARDS

8. The launch of Citibank
Cards - where father buys
an expensive computer for
his son using revolving
credit & keeps family
happy.

9. Ford Ikon

10. • Launched to phase out the Escort
• A lifestyle brand, targeted at young professionals who
work hard, play hard, are full of life & affluent
• Adapted to suit the Indian market & driving
conditions, the brand came up with the famous
baseline… “The Josh Machine”.

18. PARRY’S SWEETS

19. Parry’s
Cricket -
Where
Sourav
trades all
his winning
belongings
for one
Parry’s
Cricket -
The tangy
taste that’ll
bowl you
over
Parry’s
Coconut
Punch
The knock
out taste a
bully
discovers at
a little girl’s
birthday
party he tries
to disrupt by
damaging
the other
kids’ time.

20. DINERS CLUB/BRITISH
AIRWAYS CARD

21. A premium card in collaboration between 2 high-
flying brands.

22. ASHOK LEYLAND -
LONG DISTANCE,
WEIGHT-BEARING
MONSTER.

24. TI CYCLES

25. Kid fantasizes
about a “Nothing Is
Impossible” bike
that does stunts &
rides fast & gets a
gift from his dad -
the BSA Mongoose
- a bike with a 3600
rotor that will let
him do all kinds of
things.

26. THE TELEGRAPH

34. ITC - CORPORATE

35. Transforming
the lives &
landscapes of
over 3,000,000
people in rural
India.
ITC. Let’s put
India first.

36. SOCIAL

39. BEST CONTINUING
CAMPAIGNS…
• Parryware Glamourooms: Not just
bathrooms - India’s superbrand in
sanitaryware market, a pioneer in
branding, an expert in understanding
changing trends
• Parrys Coffy Bite: Is it Coffee or a
Toffee? The Argument Continues. A
100 crore brand with recall as high as
85%

40. PARRYWARE
GLAMOUROOMS

44. PARRY’S COFFYBITE

45. THE ARGUMENT BEGINS
BETWEEN…
TWO TRIBES OF ANTS TWO KATHAKALI DANCERS
TWO MAFIA DONS A TRIBAL & AN EXPLORER

46. INDEPENDENT WORK…
EVENT SPACE DESIGN

47. KEY VISUAL DESIGN

49. THANK YOU