Consistency spells success

AGKSPEAK/ Simplicity of thought and communication works

If there is one thing that I've been repetitive about, is what I consider the secrets of advertising success. The beauty of it is that the few elements that go into the making of a successful ad are so simple, but yet so hard to adhere to.

One of them is simplicity of thought and communication. The second is consistency. Admittedly, the latter is very rare to find these days, simply because fickleness and a constant craving for change seem to afflict both agencies and clients alike.

So when I do come across advertising like the Santoor campaign which stands out with grace over a long period of time, I think it deserves a round of applause. It's a very simple thought "" it appeals to every human being's desire to keep looking young.

I wouldn't define it as sparkling or thought-provoking. But in its category, it is special because with every new release they manage to add freshness and newness to the same old thought. I am sure that this courage to stay on the same course must be a collaborative effort of both the client and the agency.

Despite people changes (which there must be considering it has been quite a while, since the campaign started) at least the new recruits have the common sense to be faithful to what makes the brand work, rather than try to impose their point of view in order to make their presence felt.

Successful brands the world over have been doing this for years "" Marlboro, Volkswagen, Rolex, and closer home, you have Lux, Raymonds and Vimal Sarees, among others. Let's just hope that we get to see more such brands which believe in themselves and the stand they have chosen to take.

What I've learned
Ownership vs Servantship
Dhirubhai Ambani was not a man of high-sounding phrases but very articulate. One of the words he used very often was 'owner'. It was used to refer to some of us. This, we thought, was very odd, considering that he was the owner.

Looking back, I realise that, that single word is what has created the Reliance of today. He actually made 'owners' out of us. And in doing so, he got us to commit beyond expectations.

When he put me in charge of Mudra, he virtually gave me money, locker and the key to it. And never ever questioned or policed me, thereafter.

To know exactly how significant his attitude was, I learnt a little lesson early on in my career. A few days into my new job, the phone next to me rang.

It was one of the owners on the line. The lady was awaiting the family doctor's visit and wondered what had happened to him. I, in turn called the doctor, who asked me if I knew what the matter was.

I assumed that Madam may be unwell and told him so. A few minutes later, the owner called and ticked me off and warned me not to take matters in my own hand but to 'do exactly what I'm told'!

I learnt a secret. However, low on the corporate ladder an employee is, it is crucial to give him a sense of belonging and encourage him to take initiative.

There may be mistakes along the way, but his passion for his own personal excellence will fuel the company forward. The beauty is that along with his career, the company too will flourish. Treat him like a servant and the human spirit as well as the company's fortune will wither.

agkbrandconsult@yahoo.com