Creative people are often written off as people with limited understanding or interest in the financial aspect of any business. This notion is openly rubbished by Ashish Patil, Business and Creative Head — Y Films, the Youth Films Division at Yash Raj Films Pvt. Ltd. Most would have heard of his latest release, Luv Ka The End, that he has written and produced and he's busy writing two other films that he would be producing as well for the same banner this year.
What Ashish did before Y Films
Clearly, Ashish didn't appear out of thin air. With 17 years of experience in the media and entertainment business, he started his career writing copy for Contract Advertising and due to pressure to "get a real job" he went to Business School to major in Marketing. His love for creative brought him back to advertising and account planning at SSC&B Lintas where he handled a range of clients covering a 3rd of the agency's billings — from FMCG's, Pharmaceuticals and Consumer Durables to Alcohol and Government accounts. He was a New Business Specialist with a 90% track record of landing accounts.
Breaking records at MTV
MTV happened in 1998 where he joined the marketing team. As Director, Marketing he ran consumer, trade and sponsorship marketing and was responsible for some of MTV's most successful campaigns including its entry into the Guinness Book of World Records for the World's Longest Dance Party, the MTV Brand Equity Youth Marketing Forum, several creative and marketing awards including Brand of the Year, the Creative Advertiser of the Year at the prestigious Advertising Club Bombay Awards [Abby's].
From Marketing to Programming
Ashish made a lateral shift to head Programming & Talent Artiste Relations within MTV in 2003 adding on the entire Creative & Content function including Show Production and On-air Promos to his portfolio within a year. Some of the channel's biggest franchises like MTV Hero Honda Roadies, Vodafone MTV Splitsvilla, Pepsi MTV Youth Icon, Lycra® MTV Style Awards, MTV Fully Faltoo Films, Intel MTV On the Job to the more recent Pepsi MTV Wassup, Pulsar MTV Stunt Mania, MTV Force India Fast & the Gorgeous, Sony Ericsson MTV Roadies Battle Ground, Kurkure Desi Beats Rock On with MTV and more were launched under him. MTV India is the most active broadcaster in the digital space with over 600,000 people engaged across social media and content created especially just for the web & mobile among other things. He also played a key role in the launch of Vh1 — India's only international music & lifestyle channel.
Ashish made a shift to chase his passion of making movies and telling stories in 2010 and he now heads Y-Films, the new Youth Films Studio that Yash Raj Films launched last year. Their first film, an anti-rom-com 'Luv ka The End' releases in theatres on May 6, 2011.
How Ashish unwinds
Ashish is very passionate about music, reading, writing and photography. He's written a few plays, songs for his next film, directed a music video and teaches Marketing and Communication, Presentation Skills and Public Speaking. He spends his free time fighting over bikes & Batman figurines with his 5-year-old son who he claims to be a bigger prankster than him.
Get in touch with Ashish