| | OCTOBER 202119with whom I could prove my mettle and make some place for myself in the market. Thanks to Mr. Gurpreet Singh, MD, Giani's Ice Cream who trusted me and provided the opportunity of rebranding their 60-year-old brand nationwide. The exercise resulted in a significant 50% growth of the brand in merely two years. The project set up the stage for me.The CCO directs a company's creative output, developing the artistic design strategy that defines the company's brand. Can you describe the roles & responsibilities undertaken by you at Aarts?In my current role, I focus on training and mentoring the team, controlling the quality of deliverables, setting up new processes, creating design assets, devising strategies for branding, and marketing the organization. Going forward I am planning to create a wide range of public content, such as training videos, books, workshops for contributing to the design community.Tell us about your team and the work culture followed at Aarts Creative Consultancy. How do you train your employees with the latest technologies and industry trends?Aarts is a team of Spartans with gifted abilities, intense passion, and a continuous pursuit of excellence. The team comprises young guns from top design schools, along with a few zealous dropouts, under the leadership of two creative directors with more than 35 years of combined experience. We work at a serene office, in an environment full of fun, love, learning, and collaboration to keep ourselves constantly plugged into the source of creativity. Playing games, hanging out on breaks, watching sports together, working from home when needed is a part of daily culture.How are you constantly refining your programs to help your customers? Are there any innovative techniques or practices that we might see in the future from you?We are constantly innovating the processes of brand creation. We've been trying to make this process as objective and controlling the subjectivity as much as possible by breaking down the creative process into predictable steps. Vision is to automate the complete creative process. In the distant future, you may expect intelligent robots creating original arts, coming from us. Hobby:Many ­ Singing, Dancing, Piano Playing, Music Composing, Preaching, Meditation, Reading Science and Spiritual BooksFavourite Cuisine:Depends upon the mood on the day, still Rice Kheer, Rasgulla, Indori Shikanji, Joshi's Dahi Bada at Indori Sarafa, Lassi, Paneer Gravies, and Dal Tadka are my all-time favorites.Favourite Book:I am terribly slow reader; it takes me a lot of time to digest even one page read from a book. Of the very few books I could complete, I like `Life After Death ­ Deepak Chopra', `You Can Heal Your Life ­ Louise Hay', Shreemad bhagwatgeeta a lot.Travel Destination:I like to see new places, new people, new cultures, and new food. So, I aim to travel around the world at least once before I kick the bucket. Perhaps relaxing at the exquisite and serene Maldives beaches is first in the list.CHIEF CREATIVEOFFICERS - 2021 TOP 10
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