Heading the communication division of a bicycle industry, gave me huge opportunity to explore the creative and marketing aspect of this exquisite product. We were considered as producers of bicycle which were made for only milkman, more popularly known as black cycle. I discussed this facet with my agency #leoburnett. Like film stars who never want to get typecast, why can’t a bicycle be repositioned? The question was “ Doesn’t a milkman have aspirations as well ?”.

It was so fun with the young agency # leoburnett. The account had just shifted from #MullenLowe to #Leoburnett. Young minds and equally charged client, suggested the endorsement route and this time aspiration met with the perfect brand fit for our black cycle. Suniel Shetty. The most handsome star of his time. Tough and ready to deliver. Humble and humane . Bold and raring. That’s what precisely the bicycle was.

We were to shoot at an outdoor locale in film city with Suniel and a crew of around 100 people. Unfortunately it started raining just a day before the shoot. Incessant and heavy. From the windows of my hotel room at Sun & Sand Mumbai, I could gather that not only the day but the whole set would go waste. I prayed and prayed harder. My prayers were answered in the wee hours of shoot day. The rain stopped and Shetty Saab called “ Mumbai ki Baarish hai bhai. Lets begin early “ His gesture was not that of a star. But pure human. Pure professional. Pure brand fit. I signed Suniel for another project. And would like to work again and again with him.

Professionalism Always Pays. Almost in any field.

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