2 Minutes With … Nidhi and Rag, Student Interns at Serviceplan

Nidhi Shah and Rag Brahmbhatt are a young Indian creative pair studying at Miami Ad School and interning at Serviceplan in Hamburg. They won acclaim at Cannes this year for a radio spot called “Otter” on behalf of client Macrogol Hexal.

“Otter” won in the script category of the Audio & Radio Lions. The broader campaign was also shortlisted in the Use of Humor category, which was new to Cannes Lions this year.

We spent two minutes with Nidhi and Rag to learn more about their backgrounds, their creative inspirations and recent work they’ve admired.

Nidhi and Rag, tell us …

Where you grew up, and where you live now.

• Nidhi: I grew up in Gujarat. It’s the state where Gandhi was born. So, to honor his legacy, they have banned alcohol. That taught me a great deal about how to have fun sober. I live between Berlin and Hamburg now, where we get to drink on the streets. I’m learning a great deal about how to have fun drunk.
• Rag: My dad had a job that made us travel a lot, so I grew up literally in six cities over two countries (India and Oman). Sometimes, I still don’t know where home is. So, while I’m between Hamburg and Berlin for Miami Ad School currently, I’m pretty sure I will move soon.

How you first realized you were creative.

• Nidhi: When I was 14, I found ways to steal money from my mom’s drawers to buy books on space history. She still doesn’t know about it.
• Rag: It wasn’t a sudden realization, but I used to come up with pretty elaborate stories (lies) to get out of doing homework. That gave me my first glimpse into being creative.

A person you idolized creatively early on.

• Nidhi: Sunita Williams. I wanted to grow up to be an astronaut like her.
• Rag: Satyajit Ray. His short stories are still some of my favorites.

A moment from high school or college that changed your life.

• Nidhi: When I was in 5th grade, there was a math competition that my mom wanted me to attempt. I was taking classes for it. But I decided to bunk it to attend a state-sponsored drawing competition. It taught me two things: that I was good at drawing because I won the competition—and to never piss off my mum again.
• Rag: The first time I went on stage to perform stand-up comedy. That gave me the confidence to pursue writing beyond just a hobby.

A visual artist or band/musician you admire.

• Nidhi: I have a new found love for street photography. I enjoy scouring through Matt Stuart’s pictures on the internet.
• Rag: Bo Burnham. His last Netflix special challenged everything I knew about creating a one-man show. Also a huge fan of the Indian Rap duo Seedhe Maut.

A book, movie, TV show or podcast you recently found inspiring.

• Nidhi: I love reading essays. My favorite collection is by Teju Cole called Known & Strange Things. I am looking forward to the new season of Industry on HBO. If you’re a Succession fan like me, Industry is like its sweet little sister. I also love the podcast It’s Only Fucking Advertising.
• Rag: Just finished reading Malice by Keigo Higashino. Loved it. I’m also excitedly waiting for the new season of Severance. 

One of your favorite creative projects you’ve ever worked on. 

• Nidhi: “Cards For A Cause.” I created a pandemic-themed deck of 55 cards illustrated by 55 Indian artists. We donated all the profits. It was my first glimpse into using advertising for good.
• Rag: I created one of the cards for the project Nidhi is talking about. And yes, it’s my favorite project.

A recent project you’re proud of. 

• Nidhi & Rag: Safe to say it’s the one that got us a Gold Lion. “Could It Be This Easy?’ for the laxative brand Macrogol Hexal of Sandoz.

Someone else’s work that inspired you years ago. 

• Nidhi: All the Fevicol adhesive ads from Ogilvy India. They were the funniest spots I saw as a kid.

• Rag: Citibank’s “Live Richly.” It’s a gold mine in copywriting.

Someone else’s work you admired lately. 

• Nidhi: Mischief’s rom-com spoofs for Tinder. Actually, pretty much everything Mischief does is admirable. And sometimes jealousy-inducing.
• Rag: I’m a big admirer of Mother London’s work. Their ads for Uber and KFC have been my favorites.

Your main strength as a creative person.

• Nidhi: I truly love observing everyone and everything. It’s a great pass time and also helps me come up with fairly good insights. 
• Rag: I love collecting information about different and weird stuff. It helps in coming up with fresh ideas.

Your biggest weakness.

• Nidhi: I lack patience. Especially once I get an idea. I like to see things get done quickly, and I have recently learned it’s not a nice personality trait.
• Rag: I tend to procrastinate after I get an idea. But I’m slowly falling in love with the process of bringing them to life, thanks to Nidhi.

A mentor who helped you navigate the industry.

• Nidhi & Rag: There are so many people whose advice has helped us navigate this industry. Especially, Sakshi Choudhary, Michael Wilk, Till Diestel, Andrey Tyukavkin and Shelley Lui.

What you’d be doing if you weren’t in advertising.

• Nidhi: All my aunts and uncles are famous for running their own businesses. I think I have that in my genes, too. I once came very close to starting my own brand of embroidered clothes. I might pick that up again if advertising doesn’t work out.
• Rag: I would either be a fake spiritual guru or pursue stand-up comedy.