2024 Creative LIAisons Coaches

Tista Sen

Creative Brand Consultant
Mumbai
, India

I started my career with Whitelight Production, India's leading ad film production company. After assisting on over 60 commercials I joined Lowe Lintas as a writer and worked on brands including Johnson & Johnson, Cadbury’s and Unilever. In 2001 I joined J Walter Thomson and for over 22 years have been involved with some of the largest brands in India and some of the most memorable and well-loved ad campaigns for Unilever, ITC, Godrej, GSK, Aditya Birla, Sony, Mutual Funds on categories ranging from skin, hair, beauty, apparel, financial services, nutrition, fashion, appliances, health and media.
 
I have been ranked among the 20 most creative people in Asia, and worked on campaigns that have won numerous metals across the world including Cannes, Clio, Ad-Fest, One Show, D&AD, Clio, Spikes Asia including the Grand Prix and Gold for my work on Lost Daughters in 2022. Over the years I have been on the jury of several global advertising festivals in India and abroad, including Cannes, D&AD, Clio, LIA, Gerety Awards, Spikes and The New York Festival. In 2015 I had the pleasure of being the only Asian on the inaugural Glass Jury at Cannes, that honours gender diversity in communication. 
 
I believe a powerful idea is a combination of strategic insight with brand communication and should be based on what is real and authentic. True advertising is when a brand resides in the heart and head of a consumer. While the mediums differ over the years it is still the power of a good proposition and keen idea that gives a brand a shape and a distinct shelf space.
 
I am co-founder of The Collective an agency agnostic platform that is a voice for young women in the industry when it comes to discrimination and gender inequality. 
 
Passionate about story-telling and the power of the written word I am the only Indian to be published in the Modern Love Column of the New York Times.
 
I recently founded Ladyfinger an agency that talks to women specifically on issues they can relate too and worked with brands to adopt an insightful communication model.
 
I am a student of English Literature and life. Having worked on global brands I believe an idea and insight can cut across geographies and connect with culture. My ability to simplify things and find a human connection is what makes my approach to communication relevant and meaningful.