The Rendezvous

‘Extra Cheese topping Please!’, and I give away the menu-card. I had a couple of hours more to go, or rather just two to be specific. The dilemma was making me all the more skeptical about the decision.

Wisely said that one should learn the art of saying ‘No’ in a way that seems offending to the person concerned. I did give it a try at various instances. The outcome, however was not as expected. The pizza was brought within minutes. Shredded cheese was actually tempting. I made a start keeping aside all worries. Its pizza time!

The last piece was the best, more because origami and chilli flakes garnish had spread evenly on the cheese crust. That was a good lunch, I thought. Having settled the bills, I made up my mind to go for it. I made a call to confirm the time of appointment. I had to be there within an hour. Hardly did I have any time to fresh up for a seemingly enthusiastic image.

After a scrutinizing security-check, I was let in. The recent terrorist attacks have intensified the security measures. I inquired for Mr. Jerrad at the reception. I was told that he would meet me at the coffee shop in 10 minutes. I was directed the way to the coffee shop. Advertising world is full of creative stirs and ideas. Ad men are full of ideas and are known to perceive things from where a normal human being stops thinking. This does not imply tagging them crazy but being observant to the minute day to day affairs. A lid of a can or a needle or a rusty hand pump, anything and everything can spark a coherent idea for an advertisement.

Mr. Jerrad was a distinct name in the Advertising world; you could easily pass him for a celebrity. With 15 years of experience and a galore of ad knowledge that he carried would qualify him for ad guru. Name any book on ad or marketing and you get to hear the summary from him. I got the privilege to work under him during the initial years of my career. Indeed a privilege I say.

Known for his punctuality, he came in and waved a smiled together with an affirmative hand shake. He was very informal. Indeed pleased upon meeting me after a long time. We interacted for an hour. It was to finalize the ad shoot. The shoot was scheduled for the coming week and everything was to be finalized with his approval.

Knowing the perfectionist attitude he mastered, I was chosen to meet him. Not that I was in a better position but then I could easily get to his wavelength. Everything was well discussed. He was quite satisfied with the arrangements. A nod and the rest assured.

‘Schedule the shoot with prompt details. Wanna have a Pizza, still your favorite I believe!’ This was a sudden and surprising statement. He does remember despite having met after ages. Since I was already stuffed till my mouth as it was my evening snack, but could not be rude. Finally we settled for fresh juice since I had to leave soon, so did he. So the pizza treat was postponed. He has a sharp memory I thought and smiled my way back.

Short, Straight and Simple

The agency sounded more of trigonometry draped in the form of an Ad agency. Right on time I say, perhaps a few minutes off. Thanks to the traffic hiccups. Rang the bell, was told to wait for the intended person, she was probably on her way!

Half and hour of ‘Jetwings-magazine’ kept me happily engaged. Some picturesque snippets and some movie reviews and even the quality of content. The light shades of the bamboo blinds made a tapering sound and swayed like waves. The shimmering sunlight made a sneak peek inside from the crevices.

There she came with a familiar smile. Radhika, her name was! I accompanied her to yet another room, and the initial interview norm began. An introduction together with a review (critical appreciation) went on fine. Quite interesting, I somehow liked the way my portfolio was scanned through. Then, the verdict. I would qualify it for a KISS comment.(Keep it Short and Simple).I am a mature writer. I have evolved as a writer. Given the thought that I had not gone through the hard core drilling as a copywriter, whether I would be able to give plight as far as thinking or ideating is concerned, was a debatable issue. Quite a modest opinion of mine I should say. With a set of random examples, it was easily acceptable that did I get the right break under the right person, I would have sailed it smooth as a copywriter.

This was an agency with a five year stand with partners holding expertise in the industry for about 15 years. I was told about a specific account-Varsiddhi and how they evolved from a designer textile showroom like any other, to a value-added, customer centric showroom where the ethics of impressive customer service was showcased right from the scratch. Whether it was the importance of location, the use of lights and decors or a set of well trained employees. Yes, employees were given a crash course on etiquettes – tone modulation, humble & alluring display of sarees, traditional uniforms and so on. Quite an immense input to make it big the smooth way.

This technique uplifted the attitude of all- the customers given a special, royal service and the employees improve their skills. Finally, the brand emerges a success amidst the teaming competitors. The logic was quite simple, but the implementation brought more colours and revenue. That’s called brand building. That’s what a good account calls for. Not merely to display an Ad that’s effortless a try. Small start ups when put best in practice bears a long standing effect and also boosts up the clients confidence to try something ‘out of the box’.

I recall those days where ideas and creativity flowed from everywhere. There would be a mutual growth where one would emerge as an experienced and not just educated for a Degree. Experience at the right place does add a feather to one’s career graph. The world of Advertising is just one place that nurtures talents as they nurture brands! This was a good interaction where I was made to believe that perhaps this is what keeps my instincts towering up each time.