“Advertising is all about Big Ideas that help build brands based on fresh insights that engage consumers” – Ali Merchant
A fully qualified lawyer, Ali discovered his real passion lay in arguing a product’s case to its prospective user rather than pleading in a court of law. The rest as they say is history.
Always with a relentless focus on building his clients’ businesses, Ali has overseen the evolution of many leading international and Indian brands in his more than 35 years in the industry: to name just a few, American Home Products, Brooke Bond, Helene Curtis, Johnson & Johnson, Philips and Procter & Gamble.
Prior to launching Triton, Ali was deputy managing director of Everest Advertising, a Saatchi & Saatchi Associate, after having gained valuable experience at Bozell and Jacobs (USA) and Saatchi & Saatchi (UK). He started his advertising career with McCann. He went on to participate in the Advanced Management Program at Harvard in 1998.
Ali is keenly involved in the International Advertising Association and Rotary Club of Bombay. He is also a member of the managing committee for Council of Fair Business Practices.
And yes, he still entertains with his guitar and sings some favorites of Frank Sinatra, Nat King Cole, Dean Martin, Elvis Presley. As they say if you don’t have much to say, then sing it!! If you visit Mumbai, Ali would be glad to play chef at his home.
