Mukul Bakshi

Copywriter & Creative Director at Tungsten
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Contact Information
us****@****om
(386) 825-5501
Location
San Francisco, California, United States, US

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5.0

/5.0
/ Based on 2 ratings
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Stuart Silberman

Mukul can put words together in ways that get a message across. He just can’t put them together on a Scrabble board! This graphic designer beats him almost every time. But he makes the most of every situation. When we worked on Cobham’s collateral and ads, we’d often have those interminable client meetings. If it went well he’d insist we then stop at a microbrewery to celebrate. Of course, if it didn’t go so well, he’d insist we stop at said microbrewery to drown our sorrows.

Ashish Misra

Mukul and I worked together for 6 years at JWT but very rarely on the same project, and you couldn’t call it work. My introduction to Mukul was of a young man with a soft drawl hanging out with the ladies on our floor. The ladies rewarded his presence with giggles and conversation. This is also the time I heard rumors that he wrote copy on an important set of brands, but that’s boring. Mukul would disappear Hades-like for a few days and return with sharp eyes drinking in their freedom looking like a recent escapee from a, well, sanatorium. There were rumors of work and all-nighters pulled, and news of awards won but I never paid attention to these stories that seemed to disrupt the main narrative. Mukul was on our floor with the ladies! Meanwhile, we had met and our discussions centered on crazy books, crazy music and coffee drinking. We discussed how to make wilderness treks ‘comfortable’. My advice was not followed and I definitely know that Mukul took off on an adventure trek in the Himalayas till his knees were swollen and waterlogged, and he had to be airlifted back. Mukul has a lunatic sense of adventure and his feet roam wherever his mind reaches – pretty much everywhere! He once walked into my room after the annual office party and asked me to write a fly on the wall account of what transpired in the revels for the office rag he edited. After the printing of my efforts Mukul burst in upon me like a man who had managed to escape his minders yet again to update me that readers of the party account were either rolling on the floor in splits or denying any involvement in the to do. I felt at that moment that I knew Mukul’s source of joy. Good writing from a slightly unhinged perspective!

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Experience

    • Financial Services
    • Copywriter & Creative Director
      • Jul 2004 - Present

      Principal at Tungsten, where I write copy and work with a team of art directors, developers, designers, programmers and video editors to deliver creative materials to clients. Our clients come from a variety of categories, including consumer products, business services, and some political advertising. Principal at Tungsten, where I write copy and work with a team of art directors, developers, designers, programmers and video editors to deliver creative materials to clients. Our clients come from a variety of categories, including consumer products, business services, and some political advertising.

    • General Manager
      • Feb 2000 - Jul 2004

      Worked at an Internet start-up. Directed content strategy, information architecture, user experience, and interface design for viral and community based applications. (I’m fully buzzword compliant.) USAGreetings was a B2B Application Service Provider, powering the greeting card channels of online communities and portals worldwide. USAGreetings also helps its clients acquire and retain customers, run viral marketing and branding campaigns, and manage customer referral programs by delivering rich-content sales messages to prospects.Used previous advertising experience to gain strategic insight into each client’s business and help clients achieve campaign objectives. Clients include TerraLycos, Comverse Technology, Inc., and Capital One’s PeopleFirst Finance, LLC. Worked with Comverse – the world leader in back-end messaging technology for cell phone operators -- to generate electronic MMS (Multi Media Messaging) content for GSM cell phones in Europe and for WAP platforms. Figured out how to use a Persistent Client State Object (cookie) to improve brand building on the Internet.

    • India
    • Advertising Services
    • 700 & Above Employee
    • Associate Creative Director
      • Feb 1998 - Apr 1999

      Responsible for creative group of four teams, from trainees to supervisors, and all advertising for the clients and brands listed above. In other words, the buck stopped with me. Sharpened my presentation skills by wearing a tie and selling ads to demanding, multinational clients. My team and I also worked on new business pitches and won the Army recruitment account in a competitive review. Responsible for a third of the billings of the New Delhi office – the highest of any Associate Creative Director. Reported to the Executive Creative Director. Lowe Lintas and Partners is the second largest agency in India.MasterCard | Bank of America | LG Electronics | Xerox | Army | Suzuki Cars

    • United States
    • Advertising Services
    • 700 & Above Employee
    • Creative Supervisor
      • Jun 1990 - Feb 1998

      Joined the ‘University of Advertising’ as a trainee. Some might say that eight years is an awful long time graduating, but I filled the years with awards, JWT workshops, and lunch with Client Service. Got strong on strategy. Always wore whatever the boss wore the day before. Attended far too many focus groups of housewives raving about a certain brand of chocolate milk. That is the Thompson Way. Was frequently chosen to work on the agency’s largest accounts. Led a campaign that brought US$7.3 billion of sales on a media spend of US$6.5 million -- in 7 months. Learned to address 1200 colleagues by name. Supervised two creative teams. Reported to the Senior Creative Director & Associate Vice-President. J. Walter Thompson has been the largest advertising agency in India, for over 90 years.Pepsi | Citibank | Motorola | SmithKline Beecham | Nestlé | NBC & CNBC | TourismBoard | Ministry of Finance, Government of India | The Pioneer (a daily newspaper) | Reebok

Education

  • Ashburton High School, London
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  • Army Public School, New Delhi
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  • Parthian American School, Tehran
    Primary School
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  • Woodside School, London
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  • Delhi University
    English (Hons.)
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