It was a hot morning in June.
I was just all of ten days old at Lintas Delhi, when Atul Sharma, our Delhi office Branch Head, called me into his room.
He gave me a copy of a telex print out ( I wonder how many of the current crop would know or remember a telex in the new world of emails, whatsapp and cloud)
The message was from Alyque Padamsee.
The CEO of Lintas India. Instructing Lintas Delhi to handle the screening of the Social Advertising show reel to Rajiv Gandhi, Sheila Dixit and team. The presentation with all the ads as cinema reels was to be presented at the Army Theatre behind South Block.
Alyque's regular right-hand man in Delhi was Eric Jackson, often called "Penny" for some strange reason by "THE BOSS". On that day Penny decided not to come to office, so here I was dunked into the deep end of the pool. to handle the presentation.
I had to get the films spliced, made into a proper sequence and assist Alyque during his presentation to the high-powered team.
Was I nervous? Sure as hell. I had in the ten days of my being at Lintas heard some special stories of GOD as Alyque had been referred to ever so often.
Here I was a greenhorn Management Trainee meeting the CEO of the company for the very first time .......with no boss or senior around.
He gave me a copy of a telex print out ( I wonder how many of the current crop would know or remember a telex in the new world of emails, whatsapp and cloud)
The message was from Alyque Padamsee.
The CEO of Lintas India. Instructing Lintas Delhi to handle the screening of the Social Advertising show reel to Rajiv Gandhi, Sheila Dixit and team. The presentation with all the ads as cinema reels was to be presented at the Army Theatre behind South Block.
Alyque's regular right-hand man in Delhi was Eric Jackson, often called "Penny" for some strange reason by "THE BOSS". On that day Penny decided not to come to office, so here I was dunked into the deep end of the pool. to handle the presentation.
I had to get the films spliced, made into a proper sequence and assist Alyque during his presentation to the high-powered team.
Was I nervous? Sure as hell. I had in the ten days of my being at Lintas heard some special stories of GOD as Alyque had been referred to ever so often.
Here I was a greenhorn Management Trainee meeting the CEO of the company for the very first time .......with no boss or senior around.
Once I had done the basics, and got the films ready to showcase, the white Ambassador car ( another legacy of the past ) rolled in and out came a tall, hunched, goateed, long-haired gent, with his tie loosely fixed, his jacket slung across his arm
" ……..aaaaaaah, so you’re Navroze, the new Trainee at Lintas Delhi" he said, with his typical nasal tone, and scratching his goatee in signature Alyque style.
" are we all set and ready to roll?"
I went through the drill again and again. The showman that Alyque was, he made me peer through the small opening at the Cinema hall projection room and said…
" well Navroze, can you see me?" When I yelled back yes, he said " I will do the introductions and then with a wave of my hand signal to you to start the projector…you tell the Projector man there in the room to start immediately" We rehearsed that 7-8 times.
This was our " human remote control" that we planned.
I informed the Projector Man, who nodded to everything I told him.
Looking through the small opening I kept watching Alyque waiting for his signal and the click of his fingers to start the show…… Unfortunately after his intro speech to Rajiv Gandhi and team, Alyque put his hands in his pocket.
I waited. Waited. For the signal.
Finally, Alyque pulled his hands out of his pocket, waved them around, clicked his fingers and gave me the signal.
I snapped my fingers and instructed the Projector Man…… but guess what?
That gent was outside having a smoke!
It took a few minutes to crank the good ole 35 mm projector to life and the show reel started.
At the end of the show I was more than nervous, utterly sure that I was in for a good sounding off from the BIG BOSS for the mess-up!
After all had left, Alyque walked up to me, put his arm around my shoulder and said …." I can't believe I missed my cue….! I forgot to snap my fingers and wave my hands….
I messed up….Good you managed to keep the show going my boy!" he concluded with a chuckle. I couldn’t believe my ears. GOD admitting his mistake?
That was Alyque for you.
" ……..aaaaaaah, so you’re Navroze, the new Trainee at Lintas Delhi" he said, with his typical nasal tone, and scratching his goatee in signature Alyque style.
" are we all set and ready to roll?"
I went through the drill again and again. The showman that Alyque was, he made me peer through the small opening at the Cinema hall projection room and said…
" well Navroze, can you see me?" When I yelled back yes, he said " I will do the introductions and then with a wave of my hand signal to you to start the projector…you tell the Projector man there in the room to start immediately" We rehearsed that 7-8 times.
This was our " human remote control" that we planned.
I informed the Projector Man, who nodded to everything I told him.
Looking through the small opening I kept watching Alyque waiting for his signal and the click of his fingers to start the show…… Unfortunately after his intro speech to Rajiv Gandhi and team, Alyque put his hands in his pocket.
I waited. Waited. For the signal.
Finally, Alyque pulled his hands out of his pocket, waved them around, clicked his fingers and gave me the signal.
I snapped my fingers and instructed the Projector Man…… but guess what?
That gent was outside having a smoke!
It took a few minutes to crank the good ole 35 mm projector to life and the show reel started.
At the end of the show I was more than nervous, utterly sure that I was in for a good sounding off from the BIG BOSS for the mess-up!
After all had left, Alyque walked up to me, put his arm around my shoulder and said …." I can't believe I missed my cue….! I forgot to snap my fingers and wave my hands….
I messed up….Good you managed to keep the show going my boy!" he concluded with a chuckle. I couldn’t believe my ears. GOD admitting his mistake?
That was Alyque for you.
Ever since that interaction Alyque asked for me to accompany him and assist him on various of his Delhi meetings and presentations.
I was lucky to have such an exciting start to my career, where I learnt two crafts in one….. Advertising and Theatre.
I was lucky to have such an exciting start to my career, where I learnt two crafts in one….. Advertising and Theatre.
Alyque was impulsive. And I was at the receiving end of it a number of times in my career.
Another afternoon in June, three years after I had joined Lintas Delhi, I got a call from GOD.
" ……………..Navroze, I want you to move to Lintas Bombay-1. To handle Levers - Detergents. Take the flight tomorrow morning, and see me in the office"
Another afternoon in June, three years after I had joined Lintas Delhi, I got a call from GOD.
" ……………..Navroze, I want you to move to Lintas Bombay-1. To handle Levers - Detergents. Take the flight tomorrow morning, and see me in the office"
And so, began an even closer association with a man who I believe has influenced me more than any other in my advertising life and career.
On day one of my joining Lintas Bombay I was taken by Alyque personally to Lever House. Backbay Reclamation. To possibly meet a galaxy of marketing and brand management stars that I would remember all my life. Shunu Sen, Sanjay Khosla, Vindi Banga, Arun Adhikari, Dig Vijay Singh, Sunder Hemrajani, Mukul Deoras.
Strange that most of them went on to either head Levers as Chairman in India and around the world, or other global companies such as Kraft, Colgate, Zee, Neo, Times of India etc.
Strange that most of them went on to either head Levers as Chairman in India and around the world, or other global companies such as Kraft, Colgate, Zee, Neo, Times of India etc.
When I was at the Lever's office and discussing the Nirma threat to Surf I innocuously asked the Lever's marketing team about the possibility of Nirma lauching a detergent bar and hitting the BIG brand Rin. They all laughed it away as technologically impossible.
A strange coincidence followed.
I was sitting in the Print department with Rajan Patel on a sultry Saturday afternoon, and some of our posters arrived in a cardboard carton… with the branding splashed all around it….. Nirma Detergent Bar. I couldn’t believe my eyes.
I immediately called the printer, got to know of the Nirma launch plans in Hyderabad, and with great excitement called up Alyque at his residence.
Having learnt drama and theater from the best I had no option but to also create suspense.
When he answered the phone I said after a long pause…………." Alyque, I have something shocking and urgent to share with you. I would like to meet you nowwwwww… at your home ….now."
Surprisingly he didn’t argue.
And I was at his place in a jiffy, showing off proudly the Nirma Detergent Bar carton.
He immediately called Shunu, and and we both drove to the Marketing Director's home ( probably on Carmichael Road) to show him what Nirma had planned.
There was shocked silence, then maddening chaos.
I told Alyque and Shunu that the Nirma launch was n Hyderabad, and I would like to be there on Monday to document what happened. And they agreed immediately.
Here I was, on Saturday evening, with no online booking portal, no travel desk at the agency, but running to the airport to pay cash ( no credit cards then for me) and buy a ticket to Hyderabad.
The experience was mind blowing and on my return, Alyque went through the entire tape of my recordings, minute by minute, sitting and editing the audio tape, to make it an even more dramatic presentation. A letter from Shunu to Alyque complimenting the effort, for the agency going beyond the call of duty, was the icing on the cake. That was Alyque for you.
A strange coincidence followed.
I was sitting in the Print department with Rajan Patel on a sultry Saturday afternoon, and some of our posters arrived in a cardboard carton… with the branding splashed all around it….. Nirma Detergent Bar. I couldn’t believe my eyes.
I immediately called the printer, got to know of the Nirma launch plans in Hyderabad, and with great excitement called up Alyque at his residence.
Having learnt drama and theater from the best I had no option but to also create suspense.
When he answered the phone I said after a long pause…………." Alyque, I have something shocking and urgent to share with you. I would like to meet you nowwwwww… at your home ….now."
Surprisingly he didn’t argue.
And I was at his place in a jiffy, showing off proudly the Nirma Detergent Bar carton.
He immediately called Shunu, and and we both drove to the Marketing Director's home ( probably on Carmichael Road) to show him what Nirma had planned.
There was shocked silence, then maddening chaos.
I told Alyque and Shunu that the Nirma launch was n Hyderabad, and I would like to be there on Monday to document what happened. And they agreed immediately.
Here I was, on Saturday evening, with no online booking portal, no travel desk at the agency, but running to the airport to pay cash ( no credit cards then for me) and buy a ticket to Hyderabad.
The experience was mind blowing and on my return, Alyque went through the entire tape of my recordings, minute by minute, sitting and editing the audio tape, to make it an even more dramatic presentation. A letter from Shunu to Alyque complimenting the effort, for the agency going beyond the call of duty, was the icing on the cake. That was Alyque for you.
Alyque was a great actor and it was important to brief him well. We had a client who drove us up the wall asking for change after change in the films we had produced. There was no digital editing ( that we do today) to make these happen in a jiffy. Each change meant creating a new "double-header" ( I am sure Greek to many of the new generation) and this went on for nearly a month. I walked into Alyque's room and told him the story and a plan. He was shocked that the film hadn't been aired so far. So we planned that he would walk into the projection room at the Lintas 15th floor office, blast me for not being able to finalise the film and show his displeasure. But knowing Alyque he didn’t stick to the script! He went ahead and screamed at me first, throwing his arms up in disgust, perfectly playing the role of an irate boss….and then suddenly pounced on the unsuspecting Client…." Hey…you…what's your name?" Quite a shocker for any client! After a stammer and the name given, Alyque continued…. " Well this is the last time you will be visiting the Lintas office as I will be calling your boss to sack you. You have no idea of creativity and are in no position to judge or approve our work… " with another flurry or his hands, a disgusted shrug of his hunched shoulders he walked out…. and guess what?
The Client approved the film in the very next 30 seconds and left.
We all went to Alyque's room, had a good laugh, complimented AP on his acting skills, and got the film on Doordarshan.
That was Alyque for you.
The Client approved the film in the very next 30 seconds and left.
We all went to Alyque's room, had a good laugh, complimented AP on his acting skills, and got the film on Doordarshan.
That was Alyque for you.
Somewhere along the way I went to Alyque and told him I wanted to resign.
"why, my boy….why….?" he said, scratching his goatee.
And I blurted out…. " well I want to go back and start a Dairy business"
AP got up, held both my shoulders in a tight grip, laughed loudly and said…." You want to milk cows? ….Don't be stupid.....You are good at advertising so stick to milking good ideas!"
"why, my boy….why….?" he said, scratching his goatee.
And I blurted out…. " well I want to go back and start a Dairy business"
AP got up, held both my shoulders in a tight grip, laughed loudly and said…." You want to milk cows? ….Don't be stupid.....You are good at advertising so stick to milking good ideas!"
One fine day I was summoned to his office and he said, “ It’s a time for you to work in a new market… the Bangalore office could do with a bit of madness”
The very next day I was on a flight to Bangalore and joined the office that was just being set up.
Within a few days of my arrival, my 1959 batwing-door FIAT also arrived.
I was the last to meet Alyque at the Bangalore Club and after the meeting he asked me to drop him to the Airport.
Blimey! The car wouldn't start.
Suddenly AP jumps out of the passenger seat and starts to push the car, which sputtered into life.
Imagine the CEO of your company pushing your car!
Hardly a few meters along the way and it began to rain.
The 1959 vintage car wipers were not working properly, so here was AP, with his window down, wiping the windscreen with his handkerchief, allowing me to see a wee bit better through the raindrops!
Just before we reached the airport, he said….." Navroze, I think you need a new car!.....send your application for a car loan!" That was Alyque for you.
The very next day I was on a flight to Bangalore and joined the office that was just being set up.
Within a few days of my arrival, my 1959 batwing-door FIAT also arrived.
I was the last to meet Alyque at the Bangalore Club and after the meeting he asked me to drop him to the Airport.
Blimey! The car wouldn't start.
Suddenly AP jumps out of the passenger seat and starts to push the car, which sputtered into life.
Imagine the CEO of your company pushing your car!
Hardly a few meters along the way and it began to rain.
The 1959 vintage car wipers were not working properly, so here was AP, with his window down, wiping the windscreen with his handkerchief, allowing me to see a wee bit better through the raindrops!
Just before we reached the airport, he said….." Navroze, I think you need a new car!.....send your application for a car loan!" That was Alyque for you.
One of the most endearing experiences was at Christmas Eve, where AP lived.
He used to call me often for early morning "tea-meetings" at his place.
One morning we were sitting in his bedroom where the papers were strewn all over.
He was in his striped knickers ( the typical old fashioned ones that hadn't gone out of style for AP)
Suddenly the door was flung open and Aida, his lady staff at home breezed in with a tray and two cups of tea.
Alyque gave her the daggers, and said…." Aida…..Knock kar ke andar aney ka! Agar hum kuucch nahi pehna hota to kya hota?"
Poor Aida blushed a bit, but that wasn’t the end of it.
He made her take the tray out. Knock on the door. He would answer the knock with a " kaun hai?"
"Aida …saab. Chai laya…."
“Ok ........Andar aao”
He made her do this at least 4-5 times. He looked at me, and said, " Rehearsals make it perfect"
I am sure Aida would have never ever again walked into Alyque's room without a knock-knock. That was Alyque for you.
He used to call me often for early morning "tea-meetings" at his place.
One morning we were sitting in his bedroom where the papers were strewn all over.
He was in his striped knickers ( the typical old fashioned ones that hadn't gone out of style for AP)
Suddenly the door was flung open and Aida, his lady staff at home breezed in with a tray and two cups of tea.
Alyque gave her the daggers, and said…." Aida…..Knock kar ke andar aney ka! Agar hum kuucch nahi pehna hota to kya hota?"
Poor Aida blushed a bit, but that wasn’t the end of it.
He made her take the tray out. Knock on the door. He would answer the knock with a " kaun hai?"
"Aida …saab. Chai laya…."
“Ok ........Andar aao”
He made her do this at least 4-5 times. He looked at me, and said, " Rehearsals make it perfect"
I am sure Aida would have never ever again walked into Alyque's room without a knock-knock. That was Alyque for you.
There are so many stories to tell I could write a whole book on the varied experiences. So much to share of a man who truly symbolised the wonderful business of advertising and the exciting world of theater all rolled into one.
The last two days I have tried to come to terms with the idea that AP is no more. But truly speaking He will always remain in our hearts and minds….as GOD never dies!
The last two days I have tried to come to terms with the idea that AP is no more. But truly speaking He will always remain in our hearts and minds….as GOD never dies!
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