Elsie has created ideas and images with a unique aesthetic that have blurred the line between art and commerce for almost 4 decades. Working within a cultural and social context, she has shifted her focus from advertising to pure design in the world of graphics, environmental branding and interiors. She feels fortunate to have worked, and to continue working, with some of the greatest minds in photography, film, creative writing, art and architecture. It is a journey constantly leading to new ideas, executions and installations for major brands, corporate offices and homes. A journey to bring beauty and joy into everyday life.
A graduate of Sophia Polytechnic in 1979, Elsie joined the world of advertising soon after finishing art school. Starting her career in advertising with Lintas, Elsie went on to join Ogilvy and then moved to Enterprise, working closely with Mohammed Khan on some of the most iconic campaigns of that time. She was awarded "Art Director of the Year" for 3 consecutive years by the Comunication Arts Guild.
At the age of 30, she was offered a partnership at advertising agency Ambience by Ashok Kurien, where she created some of the most memorable work of that time, including work on brands like Thums Up, Bisleri, Garden Vareli, Lakme, Sil Jams, Saffola and Atmosphere furnishings. She is a multiple award winner at both Indian and international award shows, including the Clio Awards, Cannes Lions, D&AD and The One Show.
She was invited to be a speaker representing India at the international annual 'Design Indaba' in Capetown in 2004.
After the sale of Ambience to Publicis Worldwide in 2004, Elsie accepted the network's offer to head a specialised design unit Red Lion within the agency. In a short period of time, Red Lion was voted by The Economic Times Annual Agency Reckoner consistently as one of the ten best known design brands in the country until 2016. Elsie has represented India as a returning jury member in several international award shows, including Cannes, D&AD, the Clio Awards, AdFest and has been appointed chairperson at design juries in Spikes Asia and Goa Fest.
Her foray into designing spaces was a result of her exploration into her own design practise. These experimentations led her to designing spaces ranging from relatively small projects like the dining room of a large corporate house to designing an entire rooftop bar like the well-known Aer Bar at the Four Seasons in Mumbai. The Aer Bar was voted by the Conde Nast Group's Architectural Digest as the world's best rooftop bar with a view.
In 2014, Elsie was invited to speak at Ted X conference in Mumbai on "Dream with the child within"
In April 2016, she was awarded Hall of Fame by the Communications Art Guild for her contribution to the word of advertising and design, with a retrospective exhibit of her work.
Recently, Elsie was invited as a speaker for the Festival of Architecture and Interior design in Mumbai on D - talks
Her hobbies include running, and at 50, she decided to run the Standard Chartered Mumbai Marathon, and continued to run every year for the next 10 years, winning 3 gold medals within her category for the Half Marathon. This January 2017 she picked up her 3rd gold medal at 60.
She is currently working as a design consultant to Mahindra, the RPG group and Marico, working closely with the top management. She shares her life and her dreams with her husband Hossi, and their 2 children, Yohaan and Aria.
My small design team on call, who share my philosophy of thought and work hard to bring life to the stories.
Creative consultant, graphic designer, great at sourcing materials, combining colours and creating fine tuned textile applications in offices and homes, along with relevant art and accessories.
Creative consultant, skilled at photoshop, design software and a wizard in colour application, always discovering new materials and accessories
Deesha Patel - illustrator and graphic designer, great at detailing interior Retail Spaces
Priti Rodricks - graphic designer with a vivid imagination and ideas
Rajesh Kulkarni - Graphic designer, illustrator and art director, born to create
Javed Chowdhary - illustrator
Krishna Kedar - Artist/ Installation artist and sculptor
Shahrukh Irani - Creative Director and installation artist
Shirish Sabnis - Production and supervision of environmental artwork
Chandrakant Rasal, Javed Chowdhary, Sanjit Sawant and Sandeep Jadhav - invaluable art and studio assets