Top Story

e4m_logo.png

Home >> Media - Others >> Article

Remembering Monica Chhabra

01-December-2008
Font Size   16
Remembering Monica Chhabra

The advertising fraternity has lost a fairly well-known and well-liked personality in Rohinton Maloo in the Mumbai attacks. The fraternity also lost another personality who was not very well known – Monica Chhabra (nee Chowdhury).

Monica spent a very short time with the advertising fraternity. In that little time, she left her mark on whoever came in contact with her. I had the honour of working with Monica at McCann-Erickson in the Mumbai Office in the mid-nineties. Monica was a young and fairly inexperienced media planner. However, her passion, dedication and sincerity were unquestionable. She was a quiet person, who concentrated on doing her job well, in some fairly difficult circumstances.

Those were exciting days when McCann had just won the Coca-Cola business (creative and media planning). It was a very prestigious piece of business and demanded the very best talent. Even in those days, talent was the most difficult to find. Monica joined McCann at that point in time. She had about two years of experience behind her and was quite wary of handling such a huge piece of business. This wariness was tempered with a sense of excitement. There was practically no one else to do the media plans.

Lintas was the buying agency and keen to regain the planning part of the business. They fielded stalwarts like Meenakshi Madhvani. The McCann team consisted of Monica and me. As I was based in Delhi, Monica took most of the day-to-day heat on the account. To her credit, she handled the business almost single-handedly, calling for help at the appropriate moments and earned the respect of all her colleagues at McCann as well as at Coca Cola.

Handling such a high pressure account was not easy, but she rose to the challenge every time. Being a true corporate citizen, Monica realised that we needed more staff to handle the daily pressure. It was then that she pursued Archana Aggarwal (now with P&G) to join media planning. She spotted Archana’s talent and pursued her relentlessly until the recruitment fructified. She then single-handledly handled Archana’s training. The fact that Archana has gone on to achieve superlative success is, in part, because of Monica’s efforts.

Once the media department was completely set up, Monica decided to exit the profession to enter wedlock and begin a family.

It is deeply shocking and saddening that Monica and her husband became victims of the terrorists while dining at the Oberoi.

Since Monica spent such a short time in the industry, not many people know her. However, all those with whom she came in contact with hold her in high esteem. My personal sense of loss is inexpressible. Words cannot adequately express the loss of a friend who stood by you like a rock in difficult times. I will personally miss her and pray to God that both Monica and her husband’s souls rest in peace. May her family have the strength to bear this terrible loss.

(PV Narayan Moorthy, independent media practitioner)

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at News18.com, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.