
In my series of lunchtime chats, I've had a lot of fun speaking with the personalities who are shaping the media and cultural landscape in different parts of the globe. Today, I wanted to chat with someone in Mumbai who I met almost a year ago and who I immediately clicked with. His name is Anant. He's a prolific writer, a poet, a philosopher. But more he's an enthusiastic and vocal supporter of the Indian advertising industry. He helps to set the yardstick against which ideas are measured. He inspires Indian professionals to greatness. He's a tough critic and, in his way, is helping to set a new standard in one of the most interesting advertising markets in the world.
Tell me about yourself
I’ve had fun. Born in Kolkata, spent the first 22 years of my life there; shifted to Chennai, then Bangalore, and now in Mumbai for the past 14 years.
I’m divorced, with two lovely kids, Rohan, who’s doing his postgraduation in engineering at Manchester, and Anya, who’s doing her graduate design program at National Institute of Design. I read anything that has ink on paper.
Tell me about your career
Ran a bookstore that shut down after 7 years, got into advertising and then into media sales (STAR TV, Sony Entertainment Television); moved to Mumbai with the Times of India, got back into advertising with TBWA; became a journalist with Impact magazine, now editing Campaign India.
Stuff no one knows about
I have over 800 published cryptic crosswords to my credit. I write poetry, mostly for myself. Nonsense. Literally and otherwise. I drink about 850 liters of beer each year. I’m a Scrabble fiend.
Great people and work
My father, particularly because I am what I am because of him. My tastes in music, in books, in movies and in work discipline is all inherited. Peter Mukerjea (now of INX Media, formerly of STAR TV) and Arun Arora (now of Edvance Learning, formerly of The Times of India) both of whom I have worked under are extraordinary human beings. I’ve learnt a lot from them.
Work?
Making Impact a good magazine is something I’m proud of. I joined the magazine when it was putrid. Making Campaign India the pre-eminent magazine in the space within 6 months has been fun. The most fun, though, was creating an event called ‘The War of the DJs that I created when I was at the Times of India. In advertising, winning the Foster’s beer account without a strat presentation – we converted one half of one floor of TBWA into a bar and took the client through the experience we would create if we were awarded the account.
Where’s it all heading?
It’s going to be tough. But not half as tough as the media suggests. There will be more pressure on needing to deliver measurable communication solutions. TV will not disappear – nor fade too much. Cost will be an area that the entire industry, worldwide, will spend a lot of time on.
Ideas will rule; not marquee names. This will be the age of opportunity for youngsters with talent. The internet will help them draw attention to themselves – and clients will notice them. Interesting times.
What defines you professionally?
Workaholic. Love the work I do ( have loved all the work I have ever done in all the jobs I have had the privilege to hold). Motivator. Team builder. Fun. Fierce competitor.
Who are your heroes in life?
Locomotive drivers in India. Child labor anywhere in the world. Victims of war and terrorism and natural calamities who manage to pick themselves up and fight.
Five years from now, who will survive and who will die?
Lazy companies and people will die. Companies and people rigid in their thinking will die. Inward-looking companies and people will die. Bottom-line managers will die.
Nimbleness, flexibility and a clear customer-orientation will be the hallmarks of those who make it.
What are the greatest challenges for the ad/marcomms industry?
For the listed companies, the holding companies, the challenges are peculiar. They need to staff themselves based on the medium or long term; this is in direct conflict with the need to keep shareholders happy quarter on quarter. Forecasting revenues accurately and, therefore, maintaining this balance is going to be the key.
For independents, the challenge will be the ability to scale up without giving up independence. Forecasting revenues will be as much a challenge for these agencies and shops, but they do not have the luxury of reserves to dip into to pay salaries and other bills if the forecasts go awry. Imaginative models to attract new talent and retain existing talent will be a huge challenge. ESOPs are worthless – what’s the substitute?
What are you up to now?
On a short holiday, to avoid burnout. Just finished the biggest issue of Campaign India since inception – the Agency Report Card.