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‘The DumDum Bullet’: Goyal paints his life and times in ad world

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‘The DumDum Bullet’: Goyal paints his life and times in ad world

“It’s my way of giving a return to the advertising world,” said Sandeep Goyal, Chairman of the Board of Dentsu Communications and Dentsu Marcom. “I have shared experiences which every adman would know and every non-adman would enjoy knowing about,” he continued. He was referring to his first book, ‘The DumDum Bullet – Adventures of a corporate soldier’. The official launch of this career autobiography is scheduled on July 23.

Perhaps his gold medal from DAV College, Chandigarh was of work here but despite his vast experiences, Goyal is necessarily known as an adman. The book showcases various instances of his career, beginning from a new rookie at Goodlass Nerolac to the Group CEO of Zee TV. “There are many instances that could be included in this book but I chose the ones I liked and believed could be told and people would have a good time reading about,” he shared with a smile.

Has he included the difficult aspects of the job as well? “Everything. I have mentioned about the long hours, instances when competition manages to make things more difficult and you have to think damage control in the nth hour,” he said. But does the book peep through the darker side of the profession as well? “I am not trying to preach anything here. Advertising is a fun business and that is all that comes across in the book. Read it and you’ll realise that for an adman and definitely for me, advertising wasn’t just a job but a way of life,” he responded.

A look at the book establishes his view. Goyal has shared instances like his marketing adventures at Goodlass Nerolac, his interview when he got the job at Rediffusion DY&R. The book also speaks of the launch of AirTel, the campaigns of Colgate and other such instances of his career that would interest veterans and freshers the same way. There are overt descriptions on his interactions with big names from the fraternity like Arun Nanda, Divya Gupta, Ravi Gupta and the likes. ‘The DumDum Bullet’ is published by Penguin Books and Bikramjeet Ghosh has designed the cover.

In all, Goyal has put down 70,000 words that give a glimpse of the ad world from his eyes. He began the book in February 2004 and penned it all in about six weeks. “It is something I wanted to do for a long time and the flow just came in,” he said, leaving a smile, “I knew where I was going with the book. I wrote over 1500 words every day.” Writing is not new to Goyal. His columns have appeared in all the four frontline Indian business dailies, Financial Express, Economic Times, Business Standard and The Hindu Business Line.

While Goyal has been elaborative about his career, there is only one chapter dedicated to his stint at Zee Telefilms. On being asked why, he quipped: “This book ends with Zee TV but it lays the foundation for my next book.”


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