Grand re-naming ceremony

AGKSPEAK/ L&T's 'name change' commercial will be a benchmark in its category

There's a magnificently grand L&T (sorry, I should be saying Ultratech) "name change" commercial on television. I like this TV commercial because it simply and beautifully articulates two things 1)The bigness of the company and 2) the change of name.

The Ganesh shlok speaks volumes for the company "" its desire for auspicious beginnings, its humility even though it seems omnipresent. And its Indianness among others.

Beautifully shot, the TV commercial gives the viewer the impression that the company spans the length and breadth of the country. By using a very simple everyday device like painting over the existing name it reinforces its campaign thought "" except for the name, nothing has changed.

And its omnipresence and bigness are heightened by workers changing the name across every conceivable medium known to the Indian advertiser!

Yes, this TV commercial definitely works. Size, grandeur, change "" it ties up all these difficult concepts so efficiently that even though it looks simple, there is no doubt that masterful craftsmanship is definitely at work here.

Moreover, it has that mesmerising pull that all advertisers yearn for. We've seen a lot of name changes happening over the past year, but very few of them have managed to get us to stop and stare. This one will definitely be a benchmark in its category for a long time to come.

What I've learned
When is it too soon. Or too late?
Someone once said that the problem with dreams is that they always come true, at the wrong time! Imagine this. You are 33 years old. Working away industriously in a highly reputed advertising agency.

A hot shot star couple, one an industrialist and the other a media-owner, invite you to start up a company for them, offering you a pretty hefty hike and a Mercedes as a signing bonus! What would you do? Grab the chance while it is hot, you might say.

Well, let me tell you what I did and a lesson I learnt from it. This little incident happened to me while I was working at Shilpi Advertising in 1974.

And surprisingly, I turned the offer down. Only after I gave it a lot of thought though the Mercedes offer being my dream come true (it still continues to be my dream which I hope to fulfil someday!).

Somehow even though I wanted it so badly, my sixth sense warned me that I wasn't ready for it yet. Was I a fool? I will never know now. But I do know one thing. You should never take on anything in your life when you don't feel that you are right for it.

There is a time for everything in your life and you will know when it is right. Over my 23 years at Mudra, I have been invited to run a newspaper, and to head a television channel, among other things. But the question I asked myself was "" am I right for this? And both times the answer was negative.

This is what I have learned. Before choosing a job, choose the industry you see yourself in, many years from now. Once you've done that, choose your organisation.

Then choose your boss. After all he or she is the one who will be your friend, guide and philosopher for some time. And you don't want to be saddled with counter-productive leadership!

Clearly all this will take some time. This is not a day plan schedule. Things are not going to fall into place mechanically. Each of these processes are hard-won.

But at least, if you set out knowing what you want, and more importantly when you want it in your life and not succumb to distractions thrown your way, there is a strong possibility that you can enjoy your dreams. As they come true at the right time. When you are in the right place!

Email : agkbrandconsult@yahoo.com