Simple living, Ayer thinking

‘Simple living, Ayer thinking’ was the title given by my ex-colleague Anvar Alikhan to a book that was presented to Mr. S.R. Ayer at the time of his retirement. These four words truly capture the basic principle on which Mani led his life and influenced the lives of those who worked with him at Ogilvy & Mather.

One of the doyens of advertising through the 70’s, 80’s and the early 90’s, Mani took a loss making company to the number 3 slot in the industry. He did this without any hype or song and dance. Quietly he built his team, his clients and his reputation. He was respected by his competitors such as the late Mr. Subhash Ghoshal, Alyque Padamsee, Subroto Sengupta and many other significant professionals. His style and grace caught David Ogilvy’s attention, who went on to become great friends with Mani and his wife Fakhira. It was a very touching moment for me when David’s wife Herta, sent me this e-mail on hearing about Mani’s death. “Mani was our dear friend. He was the quintessence of the finest Indian you could ever meet. Loyal, human, and kind. We all admired and loved him. He was a superb leader and Ogilvy owes him the highest tribute. His lovely smile will be with us forever. In great sadness, Herta Ogilvy”

 

Personally, I am extremely fortunate to have worked under him for over a decade. Those were the days of great personal attention. I was interviewed for a Trainee’s job by Ranjan Kapur who was the Deputy Managing Director. However, the final interview still had to be with the formidable Mani Ayer. That personal involvement was perhaps something that has helped Ogilvy become what it is today.

He had his style of asking different youngsters out for lunch from time to time. There were no repeats of the same person in quick succession. Perhaps he had a mental calendar that ensured against bias. I too had my turns. These were my moments of learning from a man who had a library of knowledge and a photographic memory. One day he said to me “Here is something I learnt from my father – take your work seriously but don’t take yourself too seriously”. I have never forgotten that simple thought.

On another occasion he said “Don’t ever get obsessed with what you are good at, ask yourself what you aren’t good at and then surround yourself with those who are really good at those things.” Very shortly I hired one of the finest Art Directors of those times – Sonal Dabral.

Mani Ayer knew the value of money. Extravagance was not him. He was happy travelling in trains and autos, staying in modest hotels and eating boiled eggs on the platform while travelling with us to Jamshedpur. But that didn’t mean that he scrounged on things that were morale-boosting for his people. When we won cricket tournaments, there used to be a big dinner for the players as well as the supporters and the cheerleaders. But never at a fancy restaurant, it was always in the warmth of his home!

They say that the initial overs of a cricket match are a bit boring and low-scoring. A lot of seemingly loose balls are left alone. But those who know the game better, know that these are the overs when the foundation of an inning is laid. These are the overs when wickets have to be saved. Mani Ayer was the Gavaskar of a match that Ogilvy & Mather has been playing. He saw the new ball off, put ample runs on the board for the rest of us to come and play our shots freely and put up a big score.

I hope we never forget this Simple living, Ayer thinking. God Bless you, Mr Ayer.

(The author is the Executive Chairman & Creative Director, South Asia, of Ogilvy & Mather India)