It was almost dark inside the room. The Seven Samurai’s were standing in a single file before the desk of Don, the Gabbar of the organisation. It’s been some time. None dared to speak. So, what if they were really not at fault. ‘This new breed I tell you’ was all they could think of. Dramatic moments from MUDRA FILES.
The scene was tense and at the end of it- a new rule came in force at Mudra. So, what happened? To know continue reading this episode of Advertising-Marketing weekly episode.
It was the very first year of my career. I as you would know (if you read these episodes and I think you do) after completing my PGDM from IIM Ahmedabad and a 3 months rigorous training MUDRA MANAGEMENT TRAINNING PROGRAMME I was finally at the ground Zero. Manikamm Apartment- the center of Mudra Ahmedabad.
This was the period I worked on Mayur Fabrics. Mayur office was at Gulabpura, Bhilwara. Mr. Laddhajee was he marketing Director. For the client meetings one would take the evening train from Ahmedabad to Ajmer and from there on an Ambassador (at that time it was invariably it) drive down to the plant and meet the client. Due to travelling- the meetings were planned well in advance. Though the account was not big, it was as dear to AGK as any other account. AGK took pride in what Mudra delivered and hence client satisfaction was a critical parameter for self-evaluation.
MAYUR
One day client (Mayur Suiting’s) called and they wanted to see their winter campaign on Friday. A deadline that was non-negotiable. The presentation was much delayed. It was another thing that the campaign s was still to be initiated at the agency. The pressure was too much for a raw junior like me. I called Jayesh Bhai and Philip and asked them to help. It was decided that they would help me with a rough campaign layouts that I could present. That way we would have honored the campaign presentation request and bought time to create the real campaign.
Finally the campaign was ready. Not the best of the efforts but we all thought it was okay to be presented. On thurday night I took the train to Ajmer. I went to the client office alone and was back in Ahmedabad on Saturday.
There was no hint of what was to come mext. Apparently (and I use this word judiciously) the MD did not like the campaign and he had sent a fax addressed to AGK – raising question on Mudra capability to deliver results.
I was not aware of this behind the scene happenings. So on Monday morning, when AGK asked me to come down to his room with the work that I took to the client, I walked in smiling.
AGK
He did not ask me to sit and you as a junior never sat in his room till you were asked. Anyway he called the peon and asked him to get Philip (art Director) Jayesh (Visualiser) Subrato Bhowmick (Creative head) Vijay Nagrare (client servicing head), Vijay (Studio Head), Raju Murugesan (Media Head and mayor was his account in more ways than one) and even Dheeraj Bhai ( the Production head). I think even Allan was also there.
They all came as early as possible and stood in the order they entered the room. I was naturally at the extreme inside corner of the room. Now we were all facing AGK who was standing by his desk in his Beige color trouser and the white shirt.
After what he believed to be the full quorum he started his monologue. Anyway he wants about how the campaign (that was now open for everyone to see) made it to clients’ office. Where were our quality controls? Who worked on it? Why did they allow Sanjeev to take these to Gulabpura for the client meeting? So that the client could send the dirty fax challenging Mudra creativity. Are we not all ashamed of it? And this continued for some 30 odd minutes. This was the first time when I felt that there was weight attached to my feet. They were numb and even if I wanted to move them I could not.
In the process it was realized that whole of the senior team including AGK was out of town for one reason or another. And that was the cause of my taking the action of creating a campaign and taking it to client.
AGK was quick to realize this as softened his approach towards me. He immediately asked a new rule to be framed. All senior from any Mudra office can never be missing from operation at the same time.
SANJEEV KOTNALA 1990
A clear order was fired from AGK side; he would want to see a new campaign by the same day evening. Slowly everyone moved out of the room. I was the last one. The feet have found their sensation and I was at the door when he said ‘Kotnala’. My first reaction was ‘Now what have I done’ but I said nothing and AGK continued. WILL YOU DO THIS AGAIN?
I for no reason or logic said ‘Under a similar situation MAYBE’
He looked at me and smiled. ‘Yeah, keep this attitude, you will go a long way’, his hand went to the right hand drawer of his desk and out came SWAAD (a hard boiled sweet). He gave it to me. I smiled relieved of the tension and slowly stepped out in the world of newfound wisdom.
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NEXT EPISODE- HOW MY ACTION CREATED A NEW RULE IN MUDRA
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Other episodes in Advertising and marketing
● Thank You ● Rain Clause – I ● Lethal Combination ● APPETITE ● Puncture ● Adultery- the moment ● ASSET ● I am Sankar ● The Count ● Introduction ● Time Bomb ● Small Tile ● Shoot Report ● Shoot At Mud Island ● Kaali Peeli Picture ● Upgrade ● Juhi Effect ● Power Of Punjab ● Out ● Two More ● Eleven Minutes ● The Cherry Win ● The Presentation ● Black Gold ● Buffered ● Continue With Client ● Not Fired ● One Less Decision ● The Ghost Of 35 Rani Jhansi Road Jhandewalaon ● The Problem ● Imported Art Card ● Banyan Tree Agency
