55th EPISODE. Early 90’s. HTA, Delhi above Ball Bearing Market, 35 Rani Jhansi Road, Jhandewalon fame. There was one annual ritual. That
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was ARB: Annual Review Board. Where junior Client servicing team (so called Brand custodians) would make a pitch before the whole office, sharing their achievements delivered in a short presentation. This was a 2-day affair held in a nice 5 star. It was challenging, as you were being watched. It was interesting as there was prize for the best. It was fun as there was budget to dramatize the delivery. One could do music, transition, acts, skits and what ever that came to mind. It used to be better designed orchestrated and delivered than the EMVIES presentations. Team would spend many sleepless nights in trying to get their act right. There was this secrecy about the whole act. No one would share what was being planned. As surprise element played a major role in it.
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I was a transplant from MUDRA, where we would look at content more closely and would actually discourage drama. This was my first ARB and I was making a presentation on my brand HERO HONDA. At that time MUKUL KANSAL was my boss. Brand was OK; it had few achievements under its belts. Three was a story to present. THE BOSS was the problem. They usually are. I am being selfish in not allowing Mukul to add his point of view. I am sure he will have a different take on this. His being a hard taskmaster was OK. We were now used to it. But his indecisiveness was a problem. Before you get any ideas let me clarify. He was always a perfectionist in making. Yet he was unsure what would work. He always compared himself with others and that created panic situations. He was far more ambitious and passionate than I ever could be.
So we wrote the presentation. After a lot many drafts and discussions it was finally finalised. I think it happened, as delaying beyond would have made it physically impossible to present. I am taking of an era where presentation slides were physical slides mounted on carousal. We got our slides shot on camera. The negatives came and were mounted on the slide mounts. They were coloured by brush and we were now ready to rehearse delivery. We planned to meet at Mukul’s house in Noida to rehearse delivery.
That was when things started going wrong. We landed at Mukul’s house around 10 PM. I say we as I had another team member with me and I am not sure who it was. Everything was ready including diner. We got ready to work. As part of plan we projected slides on wall and I started presenting to an imaginary audience. On slide 2, Mukul stopped me. He suggested something and we changed the track. I started again. This time
SANJEEV KOTNALA
Early 90’s
I was stopped and corrected by Mukul on pronunciation of some silly word. I found nothing wrong in it. After a long debate cut short with the desire to get it over, I agreed and said it in the way he wanted. We moved forward. After sometime the word repeated itself and naturally I said it in my way. Mukul immediately pounced on it and corrected me. This happened a few times with different words. It started bugging me. The content of presentation was right and we were not having any discussion on it. I was looking for input in delivery not pronunciation. It was not a test of English as a language. It was a strategic presentation, where content should rule. Soon it led to an argument. Now I was definitely not willing to make an effort to change my delivery. I think it hurt my middle class small town ego.
Truth is that there was no way I could change it overnight for next morning ARB. In fact pronunciation was completely distracting me. Around 1:30 Am, I offered Mukul a simple option. If he was not happy, I will call in sick. Then there will be no presentation or worst case he will have to make the presentation and that he would do with all the right pronunciation. Or let this simple soul deliver the way he can. It was actually a double blind. Disgruntled with my attitude Mukul agreed for me to deliver the best I could. We finally stopped making any further efforts to try improving. I left at 2 AM for Paharganj, my home.
Oh there is no point asking for the results. I made the presentation and did not worry about the pronunciation or how I was sounding. I was never in the race for the award. But I am still proud of something minor. We were the one who used least of the allotted budget.
……….. OTHER ADVERTISING MARKETING EPISODES …
● THE WATCH: How do you know what your client is signalling ● IRRATIONAL DEMAND – how clients expect agencies to do things ● DOUBLE SURPRISE– Never walkin a party not knowing the occassion ● DING DONG EXCITEMENT AT MACAU – the addiction to casino ● HOT RIDE AT PUSHKAR – adventure ● THE WALK : How we discovered the culture at Macau ● The Jump – a team of 7 go sjyjumping during annual conclave at Pattaya ● HIGH SEA GAMBLING – the merry making in international waters ● KOTI ANGLES: Gambeling in Goa ● MISSING LIPS : How friendship develops to create different expectations ● The Trap: How the AE searching for adventure got duped ● Equal Opportunity to Indulge: How HR finds itself ina spot in Pattaya ● THE LOST HAUNTING MUSIC– An experience ● UNNAMED SPIRIT- A SPOOKY EXPERIENCE at Mcleodganj ● PUNJABI LINTAS – Amrit Puri takes over Lintas ● DELAYED LAUNCH – Why HT Delhi Colour supplement launch was delayed ● UNDERGROUND – Printing fake currency could have led to jail ● STRATEGIC RAIN BREAK – How ZID KARO DHONI film was shot ● THANK YOU ● RAIN CLAUSE – I – The fight with Whitelight film over Maruti film ● LETHAL COMBINATION ● APPETITE – It does not matter where you get the appetite till you eat at home ● Puncture – how not to get caught ● ADULTERY- THE MOMENT – Its all for you to decide how far you would go ● ASSET – how a famous Indian model was rejected ● I AM SANKAR – soft ragging of new trainee ● THE COUNT ● INTRODUCTION ● TIME BOMB – How to avoid embarrassing situation ● SMALL TILE – eye for detail ● SHOOT REPORT – junior saving the issue by innovative process ● SARDAR KHUSH HOGA – the agency reaction to a demand ● SHOOT AT MUD ISLAND – shooting with Denzil ●KAALI PEELI PICTURE – what do you do you’re your model is featured in Debonair ● UPGRADE – Bangalore ITC ● JUHI EFFECT– there is something called lady luck in gambling ● POWER OF PUNJAB ● OUT – let game be game ● TWO MORE – how not to pay for the drinks ● ELEVEN MINUTES – client tackles late agency ● THE CHERRY WIN –Team plays a prank ● THE PRESENTATION – junior takes revenge for last minute changes ● BLACK GOLD – A lesson on TVC presentation ● BUFFERED –delivery at airport ● CONTINUE WITH CLIENT – The management supports a high pitched battle with client ● NOT FIRED – just in time action by agency ● ONE LESS DECISION – a campaign thought represented umpteen times● HIGH JACKING THE GOAFEST DELEGATES – a ground event that took Goafest by surprise ● THE GHOST OF 35 RANI JHANSI ROAD JHANDEWALAON – The unsiad stories ● THE PROBLEM – Agency tackling a no-brief from client ● IMPORTED ART CARD – a quick retort to finiky client ● BANYAN TREE AGENCY – Agency tackles cost issue on unapproved estimates
