My Work Must Make Sense

Starting out

Even as a child I was interested in drawing. And my parents appreciated it and encouraged me. So, passing out of school I was sure of the direction I wanted to take. I joined Sophia Polytechnic in Mumbai for a diploma in commercial art in 1985. Followed that with a year's bridge course in JJ School of Arts and along the way, took in a short course in creative copywriting. Then it was time to jump into the job market.

Advertising was the natural choice and I started with a small agency, Breakthrough Communications. After a while, I shifted to PH Advertising and Pereira Advertising. But I was not very satisfied with what I was doing. I wanted to do something more meaningful but what? In the meanwhile, I joined Flair Publications. Interesting job. I learned the production ropes and got an opportunity to indulge my creative skills. By the time I quit, I had been elevated to the post of art director.

 

In '88 I held an exhibition of 1,000 handmade cards in Wow art gallery in Bandra. The attention and the publicity that followed was a morale booster. Now I had the glimmering of an idea of idea what I wanted to do.

Breakthrough

For five years I worked for others but by '90, I was ready to strike out on my own. It was bit tough. People would take one look at me and go: You did all this! Followed by the customary `We will get back to you.' Only after much persuasion would they try my work. Perhaps I looked too young and inexperienced.

And then, this campaign for Scissors Over Combs, the first computerised hair cutting salon, fell into my lap. It was a novel concept and I worked every inch of my way through it. The advertisement campaign clicked and I had arrived. Incidentally, they are still my client. But things were not smooth overnight. I had to slog and it was still the small jobs that came my way. Nevertheless, it was a satisfying stretch for I snatched two prestigious campaigns, for HLL and Bajaj, from right under Lintas' nose. It was a shot in the arm. I suddenly felt I had it in me, after all.

Make or break

In '93 I got married and began to toy with the idea of starting something on my own. I discussed the idea with my husband, a businessman. Give it shot, he said. If it doesn't click you can always go back to what you were doing before, went his reasoning. So, in '94, I rented a 16th-floor room in Vijay Apartment in Bandra. Modest in size, it still required around a lakh. I managed to raise enough through savings and loans from friends. I must admit, friends were very supportive. It was a three-people team. I, an artist and a helper.

I was fortunate to have a premium client list - ACC, Hindustan Constructions, IDV, Alliance Capital, Shoppers Stop, etc. We positioned ourselves as a one-stop shop with a focus on corporate communications. We do take up advertising assignments, too, but our main area of interest lies in corporate brochures, catalogues, magazines, etc.

In the first year, we had a turnover of Rs 17 lakh. It was a thrilling experience. I had never dreamt that I would achieve something like this. While freelancing, I used to imagine myself ending where I had begun. That is why I feel the extra hours you put in is justified. It is very satisfying. And thanks to my supportive in-laws I need concentrate only on work.

After a year, I decided to shift to a bigger place. Work was plentiful and it was getting difficult to manage all on my own. I rented an old house in Bandra and bought computers. And Rs 4 lakh lighter, I was ready. Today, my team consists 10 people and I am dreaming of making it a total PR outfit, something like a one-stop-shop.

I should concede, money has changed life a bit. I indulge in luxuries as I can afford them. No more running around to buy papers and getting back home in a second-class compartment doing acrobatics to save the artpaper from getting crumpled. These days, I cab it. No, I don't like the idea of owing a car, get worked up about the traffic and parking problem. In short, I don't want to appear unnerved before my client.

Rules to play by

Yes, I have nil experience in management. I know I am a creative person. What is more important is whether I make sense while doing my work. Am I nice to my team and am I getting the best out of them, etc. I also should admit that over the years, I have become more mature. I know how to control my temper.

Due credit should go to my workers; they know how to handle the situation. I am also learning a lot from experience. And I keep in touch through newspapers. Initially, meeting clients was like going before a principal. Today, I can enter into a one-to-one conversation effortlessly. And I am more confident than ever.

(As told to Madhu T)