She is heading the world's second
largest ad agency Q:uadrant. Meet Geetanjali Kirloskar who merged the in-house Pratibha
with the world wide Interpublicity Group to be the CEO of Q:uadrant and create media
history! "Now I am really the boss!"
Quadrant's billing last year was forty-five crores! "We
plan to make the billing reach sixty-five crore!" Recession? Well, that obviously
does not bother Geetanjali Kirloskar! What with big names like Sansui, TVS, Weekender,
Kenstar under her belt! "Size does matter. It's a fact of business," the first
lady of advertising exclaims! And its not been roses all the way. "I have been called
to make some very tough decisions! Like having to shut down Pratibha and let a lot of our
people go. Sieve those that could not remain in the rat race and bring in fresh
blood!" The very fact that they have attracted the top names in the business says it
all!
Her management mantra for the millennium is simple. "Get
emotional, only that will fuel passion and make you go places." The passion is evident
as she lists the Dil Maange More campaign as her current favourite. Of her own, she
likes the Weekender ads, "They are so spunky!" But despite her formidable job
description, this boss is not tough a taskmaster as one would imagine her to be. "I
want to see results. But I would prefer to infuse my working environs with enthusiasmand
energy!" She expects no less from herself. Her jet setting iterinary between
Bombay, Bangalore, Pune, Madras and other metros would leave your head buzzing! One time
saving philosophy that's caught her in good stead... "I work while I am travelling.
Lots of paperwork is dealt with while I am on board.
Or planning my next move! Because I've learnt not to react
to situations impulsively, but to wait and hold on and take my time over my
decisions!"
Q:uadrant's
USP? "Well, you are getting international servicing in your own backyard without
having to travel and finecomb through all the Bombay and Delhi agencies. Not to forget the
aggression, cost effectiveness!" says Geetanjali thoughtfully of her agency
headquartered in Pune. Besides, the fact that they do complete mass media work to the
whole hog of print, TV and outdoor commercials to even event management is a feather in
their cap! And now that they are hitching onto the bandwagon of rural advertising as well,
they have their sights well set!
"Being a woman is not a stumbling block. My profession
overcomes those stumbling gender issues. It's the age factor that goes against you! Grey
hair is still more respected!" Well, she is not someone who believes that youth is
wasted on the young as her entire team at Quadrant has been handpicked from the best
of institutes! Fresh blood raring to go... Maybe the Kirloskar tag helps. "Earlier to
prove my detractors wrong and to shrug the tag of nepotism I had to work round the clock.
Family life suffered. Even though my husband was my backbone fuelling my own ambitions!
Otherwise, my life would have remained a merry go round between the bed, the kitchen and
home! But today I have a keen sense of balance. I refuse to entertain clients over Sunday
Lunches or golf course meetings where my competitors who are men are continuously closing
deals and talking shop! A lot of P.R! In fact, that is one aspect of my job, that I grin
and bare with a smile!"
She's outdoorsy! Just back from a holiday in Australia that
she loved! Being on the wine trail, walking, jogging! But she is back with re-charged
batteries to doing what she does best! Ask her to create an instant slug line for herself
and she voices,"It's an exclamation ofcourse! In one line ... Nothing half hearted
about her!" |
