Some Dreams Take Time to Mature I am very fond of offbeat films and characters who come straight from the society. No makeup, no extra flavour, audacity or valiance. So, if I could relate to someone after Naseer Saab it was Manoj Bajpayee. These artists are rare gems of indian celluloid. They are a treat to watch as they bring to life every character they portray with utmost adroitness and dexterity. Being from the advertising industry you sometimes get so enthralled by a typical mannerism of an artist that when you choose them for endorsement,you carve a story where the endorser becomes more powerful than the brand. You feel it is wrong but then, isn’t it all about perceptions and larger than life phenomena ? Somewhere down the line, I wanted to launch a new bike called DON. And that too for the market of Bihar. Had a fabulous storyline crafted by #leoburnett & backed by a great strategy. I was confident to grab a good market share. ( We zeroed in : Manoj “ Bhiku Mhatre” Bajpayee @bajpayee.manoj ... Cut to Bombay.I met Manoj at my favourite Sun-n-Sand . He arrived before time. Tall ,not so dark but handsome. I had read a quote somewhere about such people that “ You know they are special. No matter what mood you are in they will always make you smile.” He did. He said that ‘masala chai’ is something he relishes at this restaurant .He ordered .We got down to discussing the project to which he showed his willingness.The meeting was inconclusive. I will never forget how he smiled and said,”Allow me” as he settled the bill and tipped the waiter. That was Manoj at the height of Satya stardom.Eventually things didn’t work out. Not elaborating what went wrong, I not only shelved this project but the idea of the new bike too. Because when you write a story you know who you have in mind. If it wasnt Manoj it wasn’t Don. Disheartened -Yes. Dejected- Yes. Disappointed-Yes. But the bigger part of learning in field of communication is get over at the earliest , as SOME DREAMS TAKE TIME TO MATURE.

On World Cycle Day : 3rd June 2020 PROFESSIONALISM PAYS Heading the communication division of a bicycle industry gave me a huge opportunity to explore the creative and marketing aspect of this exquisite product. We were considered as producers of bicycles which were made only for 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?" This time we were working with Leo Burnett as the account had shifted from Mullen Lowe. It was fun with young minds and equally charged client. An endorsement route was suggested where aspirations met with the perfect brand fit for the Black cycle. Suniel Shetty. The most handsome star of his time. Tough and ready to deliver. Humble and humane. Bold, ardent and insatiable. 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 of Sun and Sand in Mumbai, I could gather that not only the day but the whole set we created would go waste. I prayed and prayed harder, which was eventually answered in the wee hours of the shoot date. The rain stopped and Shetty saab called "Mumbai ki baarish hai bhai. Let's 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 with him always. Professionalism pays. Almost in any field

Wear your heart on your sleeve. @apnabhidu Imagery of anything is created in mind. Film Stars are no exception. We build images on account of what we see them on screen. Meeting stars is always a craze. A good depiction was a yesteryear movie #Guddi starring immensely talented Jaya Bhaduri and evergreen Dharmendra. In the film Dharam ji goes out of the way to help Jaya overcome her state of infatuation. I was quite amazed. Do we have stars like him today? Well, the part two of the story is – I was travelling with the creative team of @mllintasgroup_ for back to back ad shoot of new range of kids bicycle. We were putting up at Hotel Searock at Band stand. The shoot discussion was taking place in the bar area, when the production person informed that Jackie Shroff is in the hotel and since he was very pally with him, he desired all of us to the meet the celebrated actor. As I said I had some imagery of the stars in my mind that they are very difficult to approach. While we were finishing the shoot details, there walked in the vibrant personality. Tall, handsome, stunning and captivating smile. Jackie the Hero’s Hero. His first words were “Kya bidu maine suna bade bade log aaile hai cycle industry se idhar Mumbai ko“ And I realized his firm and warm hands were on my shoulder. His approach was very amiable and convivial. I remembered Dharam Ji of Guddi. ... And I could co-relate the script of film Guddi. Hero’s are human too. He later said that he was editing his production “Boom” with Bachchan Saab and a new heroine @katrinakaif. He predicted then only that this new talent will rule Bollywood in times to come. Was not surprised when I saw instagram id of Jackie Shroff @apnabidu. He wears his heart on his sleeves.

STORY 1 It was about a decade ago. A top corporate was venturing into field of OTC Drugs. Their brand equity was high but the new segment was a risky proposition. It was like Bata making Refrigerators. The client had practically no branding money. We were to launch a Nutritional Dietary supplement for women. So we wanted to ride on the popularity of a very well known celebrity. In India endorsements work instantly and if you find a brand connect then nothing like it. Idea struck and we went off to sign #aishwaryaraibachchan. No money, so, tried to trick the consumers. Came across this lovely, young and sober female lead of the movie 'Lucky' Sneha Ullal. Some times idea die a natural death when you have no branding oxygen. We signed her. Shot. Ready to release and again NO MONEY. Sad it was for the team and the company. ... There are so many good stories to be told. Who knows there are so many good films good plays good drama and good books yet to be released. Some are ready, some in the womb and some in the mind. But in advertising, the whole thing is " Ki Bhaiyya Sabse Bada Rupaiyya”