After many years of struggle, he started work as an art director and graphic designer in several advertising agencies like Lintas. By the mid-60s he was established as a graphic artist, and joined an eclectic group of creatives headed by the legendary advertising professional Kersy Katrak. It was Katrak, himself a poet, who pushed Kolatkar into bringing out Jejuri. Kolatkar was, in advertising jargon, a 'visualizer'; and soon became one of Mumbai's most successful art directors. He won the prestigious CAG award for advertising six times, and was admitted to the CAG Hall of Fame. By 1966, his marriage with Darshan was in trouble, and Kolatkar developed a drinking problem. This faded after the marriage was dissolved by mutual agreement and he married his second wife, Soonu. Marathi Poetry and influence His Marathi poems of the 1950s and 1960s are written "in the Bombay argot of the migrant working classes and the underworld, part Hindi, part Marathi, which the Hindi film industry would make proper use of only decades later". For instance, consider the following, which intersperses Hindi dialect into the Marathi: To match this in his English translation, he sometimes adopts "a cowboy variety": In Marathi, his poetry is the quintessence of the modernist as manifested in the 'little magazine movement' in the 1950s and 1960s. His early Marathi poetry was radically experimental and displayed the influences of European avant-garde trends like surrealism, expressionism and Beat generation poetry. These poems are oblique, whimsical and at the same time dark, sinister, and exceedingly funny. Some of these characteristics can be seen in Jejuri and Kala Ghoda Poems in English, but his early Marathi poems are far more radical, dark and humorous than his English poems. His early Marathi poetry is far more audacious and takes greater liberties with language. However, in his later Marathi poetry, the language is more accessible and less radical compared to earlier works. His later works Chirimiri, Bhijki Vahi and Droan are less introverted and less nightmarish. They show a greater social awareness and his satire becomes more direct. Bilingual poet and anthologist Vilas Sarang assigns great importance to Kolatkar's contribution to Marathi poetry, pointing to Chirimiri in particular as "a work that must give inspiration and direction to all future Marathi poets". He won the Kusumagraj Puraskar given by the Marathwada Sahitya Parishad in 1991 and Bahinabai Puraskar given by Bahinabai Prathistan in 1995. His