‘Pari’, ‘Queen’ dialogue writer Anvita Dutt joins Value 360 Communications as chief creative consultant
In an interesting move, Value 360 Communications ,has brought in Bollywood dialogue writer and lyricist Anvita Dutt on board as its chief creative consultant. In her role, the award-winning lyricist and scriptwriter will be responsible for innovative brand stories for Value 360 Communications’ various clients, as well as for guiding the firm’s overall creative vision. Dutt has already begun work on the Oriflame account.
This is exactly the type of move that industry observors say is needed for PR to spring to the next level, but it's the first time an Indian PR firm has taken on a creative writer with mainstream Bollywood hits under her belt.
Anvita holds extensive experience in the media and entertainment domain. She has been associated with popular movies such as Queen, Phillauri, Lipstick Under My Burkha, Student of the Year, Dostana, Patiala House and Bachna Ae Haseeno in various capacities – as a screenwriter, dialogue writer, and lyricist. She won the Zee Cine Award in the ‘Best Song of the Year’ category for the song ‘Radha’ from Student of the Year in 2013. Anvita has also been nominated for Filmfare Awards multiple times; she was nominated for the ‘Best Dialogue’ category for Queen in 2015 and as the ‘Best Lyricist’ for the song ‘Gulaabo’ from Shaandaar in 2016.
Prior to entering the entertainment industry, Anvita has worked as an advertiser for over 15 years in agencies like Grey and Ogilvy and Mather. Her last association with the advertising world was as a creative director.
Talking about the appointment, Kunal Kishore Sinha, founder & director, Value 360 Communications, said, “The growing popularity of the digital domain and social media has completely transformed the public relations and corporate communications game. It is no longer about pushing announcements out in the media. The focus, now, is on engagement – on how impactful a story can be told for a brand. This is the question that we’ve brought Anvita on board to answer. We are confident that her extensive creative experience will help us create more differentiated brand stories and further strengthen our position as a future-ready communications agency.”
Anvita commented, “Value 360 Communications has steadily carved its own niche as a differentiated agency which utilises the entire spectrum of digital, social, and traditional communications to deliver the most relevant brand message. I am genuinely thrilled with this association and the opportunity it provides me to utilise my creative skills, and am looking forward to creating some really memorable brand stories with Value 360.”