Balki opts for a flexi-job with Lowe

He is about to begin work on his second film, titled Pa starring Big B.

Post the success of his maiden directorial venture with Hindi film, Cheeni Kum, R Balakrishnan (Balki), national creative director, Lowe India will soon swap his full time advertising job to opt for a more flexible arrangement within the Lowe (formerly called Lintas in India) Network.

Balki, who walked into the Bangalore office of Mudra communications several years back, assuming that the only job he would do is make serials like Ramesh Sippy's Buniyaad, will soon become a consultant in Lowe's advertising operations.

The move will leave Balki with more time to focus on his first love, film making. Balki is about to begin work on his second film, titled Pa starring Hindi film superstar Amitabh Bachchan and his son Abhishek.

Tony Wright, chairman, Lowe & Partners Worldwide confirmed that Balki will be a consultant within the Lowe Network instead of his full time position as a national creative director.

"Interesting people always want to do interesting things," said Wright, referring to Balki's entry into the Hindi film industry.

He added that as advertising increasingly sources talent from a multi-cultural background, Balki's perspective from Bollywood (Hindi film industry) could give a fresh dimension to the advertising business.

Wright was confident that the new role for Balki in the Lowe Network, would not affect business or distance clients from Lowe. Balki has been involved with the communication strategies of several high-profile Lowe clients that include, consumer goods major Hindustan Unilever, two-wheeler giant Bajaj Auto, luggage manufacturer VIP, and glass manufacturer St Gobain.

"Clients are mature enough to understand that advertising draws up creative strengths from different sources. Not all sources are permanent employees of the agency. As a consultant, Balki will still remain in the Lowe network," said Wright. Other creative directors in Lowe India will take up additional responsibility to fill in Balki's shoes.

Recently when queried about how he managed to balance his work as an ad man and a demanding job as a film maker, Balki had told Business Standard, "I have been lucky to get away with it so far."

Balki had indicated that he could consider becoming a consultant with Lowe in the future.

Lowe Worldwide has been recently consolidating its India operations. A couple of months back, the agency hiked its stake in Lintas India to 100 per cent taking full control of the Indian operations.

However Wright indicated that the Lintas name will not be done away as the name of one of India's foremost advertising agencies still commands a lot of recall.