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Cure for a mind block is a tight deadline: Ajay Gahlaut

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QuickHow do you deal with a difficult client?
It depends on what you term ‘difficult’. If it means ‘demanding’ then I enjoy dealing with such clients. They push you to come up with better solutions and constantly challenge you to do more. If by difficult you mean, unsure or confused, I don’t mind that kind either. Sometimes all it takes is some hand holding. Once you deliver results they trust you even more and allow you to do better work. If by ‘difficult’ you mean rude or obnoxious then i just walk out. Life is too short to deal with that kind.

What do you do to fight the creative mind-block?
I have found that the best cure for a mind block is a tight deadline. Suddenly the block seems to dissolve and vanish when the deadline looms.

Ajay Gahlaut, Executive Creative Director at Ogilvy & Mather

Ajay Gahlaut, Executive Creative Director at Ogilvy & Mather

What do you like to do beyond ‘Ogilvy Time’?
Very regular, middle-of-the-road stuff. Under the heading of ‘Interests and Hobbies’ in my CV I wouldn’t write ‘Hot air ballooning over the Serengeti’, but neither would i write ‘Making friends’ or ‘Meeting people’.

Has digital media increased or decreased the scope of creativity?
Digital media has undoubtedly increased the scope of creativity. With technology and interactivity a new dimension has been added to brand communication. It is up to us to exploit it in new and exciting ways.

Your most creative ad till date? What was the inspiration behind it?
The most creative ad might be a difficult one to answer, but the most satisfying one is easy. The Pulse Polio Campaign with Mr Amitabh Bachchan is one. When India was officially declared Polio-free, the feeling was priceless.

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