Mr. Nanda in my life – A Tribute

My last professional stint was with Dentsu India. Quit in 2014. Out of the 23 years of my professional life at various agencies, spent 11 years with Rediffusion DY&R (the association with Dentsu & Young & Rubicam.) So, it is fair to say that the agency Mr. Nanda built had a profound impact on me personally and professionally. And on my career. The confidence that one carried onto the next assignments, the experience and knowledge that powered my journey, was shaped by empowering opportunities that came my way beyond the convention of designations and hierarchies at Rediffusion.

The source of this was the culture the agency had built of betting on anyone who demonstrated genuine intent and enterprise. This ethos flowed right from the top, Mr. Arun Nanda and Mr. Ajit Balakrishnan. While Mr. Balakrishnan was a little more involved in the Rediff.com business, it was Mr. Nanda who was driving the advertising agency business.

Before one goes on to elaborate the role Mr. Nanda played in my life, let me spend a few lines trying to describe the aura of Diwan Arun Nanda or DAN or Mr. Nanda. Right from the first time I met him, when I was all of 22, till the last time, and the last few short conversations and exchange of messages one had with him over the last couple of years, the aura never diminished. He was the rarest of rare. He was dignity personified, he was refined elegance, charm effusive, pristine sophistication & chutzpah, he was warm and affable, supreme charisma, sharp, emphatic and persuasive when required, inspiring & empowering and a go-getter. He was aristocracy. He was a legend of advertising from another planet. Not tied down by convention, He lived by his own rules. He backed his own conviction & instincts. He stood by his principles. Don’t think this advertising world will have a Diwan Arun Nanda again. If there was a truly independent agency in shareholding and spirit, it was Rediffusion. It was Mr. Nanda’s refusal to fall prey to the lure of a buyout for the longest time. The agency continues to be independent.

Joined Rediffusion DY&R at their Basant Lok office in 1993. The Delhi office at that time was in the middle of a management change. A set of leadership had left the agency. The next was on its way. In that situation, there was a set of protocols we had to follow. Meeting reports had to be sent to the Corporate office at Mumbai. Specially if it was one of the important clients. It so happened that I was working on Godfrey Philips India Ltd. One of the earliest clients Rediffusion had got and Mr. Nanda was closely involved in the business. Writing Client Meeting reports or service reports was not one of the most popular tasks of a client servicing person. Nevertheless, it was an important one. One of my earlier bosses in my agency stint before Rediffusion had drilled the importance of a meeting report into my veins. It was almost like muscle memory. Continued that practice diligently at Rediffusion. It so happened that my reports were the only ones that went to Mumbai. One day all of a sudden, in the midst of chasing artworks and requesting our very strict studio manager to deliver an artwork quickly (Pls Kar De Yar), the intercom rang in studio. The receptionist asked for me and said Mr. Nanda’s secretary is on the line for you. Ran to my desk. The voice from the other line said, “This is Mary, Mr. Nanda would like to talk to you”. For me that was some moment. Just an Account Executive about to have a conversation with the Chairman. Mr. Nanda said, Arijit How are you. Good job on GPI. I am seeing all your reports. I am coming to Delhi for a meeting with GPI. I want you to come with me.”

Whatever it was, alignment of the stars, sincerity and dedication, passion, was quickly able to build a relationship with the GPI client. Whenever Mr. Nanda was in Delhi, he used to call me and have a chat on the business. Each of those interactions were inspiring and empowering at the same time. Every word he spoke, the welcoming greeting, was something to cherish. He made you feel important, he came down to your level. But the aura of Diwan Arun Nanda never left him. He was different. As an Account Executive I became the port-of-call on his favourite business. In the later years one wondered how his belief in my abilities shaped me as a professional. Used to wonder how such a junior person could be pushed into the battle-front with so much belief and conviction.

Many meetings followed across Delhi and Mumbai. Each interaction with the clients was a lesson on how to make a client irrespective of levels eat out of his hands. The same warmth and affable charm he exuded when he met the Brand Manager or Chairman.

Slowly, I started being referred as the cigarette man of the agency. In 1998 left the agency for a short stint with McCann Erickson. In the meantime, Rediff got the largest brand of GPI. Four Square. Was called back to lead the business in 1999. My interactions continued with Mr. Nanda.

One day, somewhere in 2001, got a call from our then CEO Sandeep Goyal to take a flight to Mumbai. Dutifully, reached Mumbai next morning. Was briefed on a role that the management wanted me to take on. Was all of 29 and I was being offered the responsibility to take over the Kolkata operations. Mr Nanda walked in and just said “Arijit we are relying on you to transform the Kolkata operation.” It was a huge platform for me at a very young age. A challenging one but then career defining roles are always challenging. And that was Rediffusion. That was Mr. Nanda’s legacy. Betting on people with conviction. Regardless of age or designation.

At the welcoming party at Kolkata, Mr. Nanda was there. He just said “Arijit, you have two years. After that we are going to get you back”. By the grace of the Lord, the support of a very young team we could transform the operation by winning few of the biggest new business mandates of the city and doing some noteworthy creative work. Had the opportunity of working on another of Mr. Nanda’s favourite accounts. Eveready Industries. Sure enough, within two and a half years was called back to Rediffusion Delhi to head the AirTel National business.

After having spent 11 years with the agency a very good opportunity came my way at Mumbai. The most difficult decision of my career was to leave Rediffusion. Mr. Nanda met me thrice. He simply did not want me to leave. Leaving the agency that built me tormented me. Leaving the agency where without doubt one was one the most loved soldier of the Chairman, was not east at all.

Time flowed. Went through stints at Ogilvy, Saatchi & Saatchi and DDB Mudra. To get to the pinnacle of my professional career. One of the youngest CEO’s of Dentsu Network, globally. Joined Dentsu India as its CEO, in 2012. Brand Equity had done a half page profile on my new role. I took a copy of that and went to meet Mr. Nanda at his Worli residence. To convey my gratitude to him and the agency he created for shaping my professional journey. Thanked him for his trust. His belief. So glad I did that. Mr. Nanda was very happy.

He was going through a health crisis over the past few years. Have been longing to meet him. Exchanged a few messages. Did share my articles in the TOI Speaking Tree with him, and some of the others. He always acknowledged and we had some discussions as well. He was aware of the spiritual track in my life. He himself had a deep spiritual side to him, which I had got to know from interactions with him. Shared some developments of my life, by the grace of the Lord.

Mr. Nanda how much I wished to meet you one more time. To pour out what you meant to me. But that was not to be.

One my favourite ex bosses at Rediffusion & Saatchi & Saatchi, Subhabrata Ghosh (GG) wrote a heartfelt tribute for Mr. Nanda and Rediff. Want to quote a line from what he wrote that resonated with me. “I still carry that invisible tattoo that was permanently carved in my mind. That Rediff will never leave me.”

Mr, Nanda you might have left this material world. But you have left an indelible impression in my life. You are lodged permanently in my heart. No one can take that place.

Adios to the advertising legend from another planet. Adios Mr Nanda. DAN. Om Shanti Om Shanti Om Shanti