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Yashesh Shethia Chlorophyll  Senior Management
		Education: Bachelor of Commerce/PGDBM Books Reading: Myth=Mythya, a Handbook of Hindu Mythology by Devdatt Patnaik and On the Edge of Greatness by James Allen		Favorite Quote:"If you're not living on the edge you're taking up too much space" Inspirational Figures:John Lennon, Michael Schumacher, Steve Jobs Relationship Status: Married, no kids

Favorite assignment completed to date?
The one that comes to mind instantly is the project for the Radisson White Sands hotel in Goa, India, where I was working on the brand experience (product, service and space). The icing on the cake was the 'Goa Grind' - a fifty hour non-stop party ending by welcoming the first rays of the sun on 01012005. We broke the Limca record (Indian avatar of Guinness) and nearly got the Guinness too. 

Toughest challenge overcome in your career?
Am pretty sure that's still to come ;-)

Best describe your agency:
That we are led by a process, not just by the judgment of a few individuals.

Why do clients choose your agency and how have you been able to maintain such long relationships?
Authenticity. Also the fact that our clients trust us implicitly: this is our greatest wealth. They trust us to think holistically and long-term. And they trust us to provide solutions that are differentiated.

Advice for those entering into the space from college?
Get your hands dirty, this is not something you can master from textbooks ;-) Like they say... you can't learn swimming through a correspondence course!

Advice to the smaller agency owners in this tough economic climate?
Play safe, but not too safe! And keep pushing hard.

How you use and define experiential methodology?
That 'One big idea' is a thing you could waste many years (and pints ;-) waiting for. It's better to make creativity a conscious habit: something to use while cooking, making a drink, handling a tough situation. And at work.
The ideas need not be complex or over the top. What is important is that it encapsulates what the brand stands for, and then engages various stake holders within that boundary, else, it has the risk of ending up as just another gimmick.
It would also help the community to define metrics that would help accurately measure experiential campaigns.