Tara Sinha - Doyenne of Indian Advertising

 I had the privilege of working with two of the legends of Indian Advertising when I started my career with Clarion McCann advertising way back in 1964, which laid a solid foundation to my long advertising career. One was with late Subroto Senguta and another with the `Icon of  advertising in India, Tara Sinha. While Sengupta was a hard core advertising professional who believed in systems and procedures, Tara Sinha had a brilliant creative mind who was constantly innovating. If she thought she had a good idea she would go all out to sell it to the clients. Very often some of the ideas would occur to her a few hours or a few days before a major presentation and the entire staff would have to gear themselves to junk whatever they had done until then and start working all over again on her new idea. When somebody would take the courage and point out about the paucity of time she would say` Don`t worry, I have got one day extension from the client. We have extra 24 hours to work on our new idea.`

Those were days when everything had to be done manually- no modern technology to provide  instant solutions to any problem you faced. But the Team, inspired by her leadership would always deliver the goods.

As an innovator she had contributed two big ideas to the industry. When she was in Clarion, Bombay, she introduced the concept of Media Planning, for the first time in Indian advertising, when media departments were handled by managers who were good at producing media estimates with rates negotiated with publications. I remember she persuaded Praveen Desai, who had introduced some innovative media ideas as a media manger in LIC,  to join Clarion and head the Media Planning division. 

When  she moved to Delhi to head ACIL (Advertising Consultants of India Ltd.), the new sister unit of Clarion, she was looking for people. She also  wanted to experiment with her new idea of separating planning and operations functions in the ad agency .Though ACIL was formed primarily to handle public sector accounts, thanks to Tara Sinha’s reputation and connections, ACIL had on its roster of clients, big MNC names like Nestlé and Coke While I was working in Grant K & E in Bombay, she persuaded me to join ACIL in Delhi as her first GM(Planning). GM Planning was the fore runner to the concept of Account Director which became very popular in later years.

A brilliant person who was also a very demanding professional she did not tolerate fools and had no patience for laggards. A tall & impressive Sardarni  she would breeze into the office, always attired in a graceful sari creating vibrations as she walked up to her office room. As long as she was in the office there would be tension in the air. She could be extremely charming when she wanted something tough to be done or ruthless when somebody made mistakes or did not keep up promises. I know of many executives those days who quit their jobs unable to take the pressure from her.

 I was one of the survivors. Impressed by my man management skills she had promoted me as her Deputy Chief Executive within a year of my joining ACIL. While I was delighted at getting an unexpected promotion, when I was just 30, I was totally unprepared for her exit from ACIL within a few months. After a confrontation with the Clarion Management she quit ACIL to join Coca Cola, an important client of ACIL. Overnight my boss became my client. Instead of filling up her vacancy with an outsider, the Clarion management requested me to hold the fort, promoting me as General Manager/CEO of ACIL with the mandate to ensure that no client or senior staff left the company. Stepping into the larger than life shoes of Tara Sinha and occupying the corner room at 18, Hanuman Road in Delhi was initially very daunting. I managed to survive those turbulent but very challenging  two years until the management decided to bring another senior manager within the clarion group to take over from me and I decided to move to Chennai on transfer.

Once during our travel to meet an outstation client, Tara Sinha advised me on the type of girl I should marry. Because I was a successful adman and had a bright future, she felt that my life partner should be a smart and capable girl. She said, “Marry a girl who will be comfortable entertaining clients at home. She must be sophisticated enough to be able to socialize with the wives of the clients.” In other words, she wanted me to marry a girl who could support my career. Ultimately, I decided to marry a girl of my parent’s choice, who turned out to be a wonderful home maker but did not pass muster with my boss on the social front. 

I distinctly remember the day in 1966, when she handed over a letter informing me of my first promotion as an Account Executive in Clarion, Bombay and  told me, `Rajan- So far you have been a back room boy. From today you will be the front line man taking on bigger responsibilities- All the best!`  I never realized that day that she would  be responsible for two other big job promotions in my  life. The one she gave me when she made me her Deputy Chief Executive and another, ironically and indirectly, by quitting her job with ACIL to make way for me to occupy her position.

After I shifted to Chennai in 1974, I lost touch with her. Over the years I would meet her in some conferences or seminars but never kept in touch with her. She went on to leave her footprints on the sands of time in Coca Cola, Clarion, McCann Erickson and many other industry bodies. The only woman who probably wore a saree to work at Coca-Cola's HQ. My autobiography `Courage My Companion` has a whole chapter dedicated to my association with Tara Sinha.

 In spite of many controversies surrounding her as a professional, she remained a towering personality in the world of advertising highly respected by the industry and revered by hundreds of people, like me, whose lives she touched. I had learnt the important life lesson of having the courage of conviction in whatever I did from her.

May her soul rest in peace!

An edited version of this article has appeared in the Hindu Business Line issue dated 14^th December,2019.

Battle of the bulge

The other day I saw a friend doing some exercises on the parapet wall at the beach front in  Besant Nagar . He was on his all fours with his protruding belly dangling prominently to the twists and turns that he was attempting. It was a sight to behold. I stopped and asked him the purpose of the exercise. He said that he was trying his best to reduce his tummy and look trim. I know that he has been trying to do this for several years without luck. I wished him good luck and moved on. It brought back memories of my own bulging tummy and my efforts  to reduce it for several decades.

Before I acquired a bulging tummy also known as a `paunch`, I was a thin guy. My waist was so slim that even a baby belt would not hold my pants. I used to wrap a piece of cloth around my waist and then pull up my pants to ensure that it did not slip down.

There is a story behind how I acquired the `paunch`. Throughout my student days and the early part of my career, my mother tried her best to help me put on weight. She forced me to eat vegetables & fruits. She would roast a few  badam kernels  and give it to me every morning with butter.  I was also given extra quantity of milk to consume in the nights. Nothing worked. What she could not achieve for a decade, happened during my stay at Murugan Lodge in Calcutta where I gorged on the delicious meals they served.  I had spent three months in Calcutta undergoing a training in advertising at the second largest advertising agency at that time. During my stay as a trainee I was also introduced to drinking beer. I was told that as an adman I would have to do a lot of entertaining and drinking alcohol was a pre requisite for a successful adman. In three months not only did I learn about the advertising business but also learnt  how to gulp down three bottles of beer without any problems. My tryst with the bulging `Madhya Pradesh` started in Calcutta  which eventually became  an integral part of my body. In the early years, girls in my office used to call me `roly- poly`. My efforts to reduce the tummy over the years were not successful because of my inability to control my eating and drinking habits.

However, I found that my tummy was a great asset when my four grand children through my daughters arrived in this world in quick succession between 1996 to 2003.. My `Thoppai` as they would call my bulging tummy was their play ground. All that I had to do was lay still on my back exposing my  Thoppai. They will go berserk playing with it . One of them would  play drums  on it, another one would  give it a massage and the third one would  give it an imaginary  bath using appropriate sound effects. It was a joy beyond compare. For a change I was happy to possess a Thoppai.

Eventually, my Thoppai` did shrink,  after the  two hospitalization experiences I went through about five years ago and lost about 10kgs in six months. While I am fighting hard to ensure that I maintain my reduced weight, I am happy that the smaller bulge in my `Madhya Pradesh` has allowed me to reuse half a dozen tight fitting pants that I had stopped wearing.

A small victory in my `Battle of the bulge`!

This article has appeared in the Adyar Times issue dated December, 06-14, 2019

Instant meals on line

What Amazon, Flipkart and a few others have done to online shopping, Swiggy, Zomato, Uber eats and others have done for the way we order, ready to eat food. A service  very popular among the younger generation. No problem entertaining  guests who  make sudden visits or even invited visits during meal times; with cuisines of their choice- Chinese,  Punjabi, South Indian,  Continental or even a`Combo`. All supplied at your doorstep within 30 to 45 minutes of ordering online.

The other day we got a call that a few relatives were dropping in to see my  resident grandson.It was nearing dinner time.  As a person who believes in entertaining guests to home cooked meals, I was wondering what to do. My son told me. ` Don`t worry, Appa. I will order food on Swiggy. Instead of wasting our time in the kitchen, we can spend it talking to the guests`. When I was concerned about laying the table and getting the serving bowls ready, he assured me that all the items come packed neatly in ready to serve containers. All that we have to keep on the table are  dinner plates, spoons , forks and a few serving spoons.  It is that simple .

My mind travelled back to the times when I would  host friends for dinner at home.  My wife  was good at cooking meals for even 20 to 30 people. On the day of the dinner the preparations would start from early morning. We would plan the menu based on which I would buy the vegetables and other items.  It was my responsibility to lay the table, get all the crockeries and other items cleaned and arranged neatly on the table- generally keep the house ready for receiving the guests while my wife would be busy in the kitchen. When it was dinner time, I would also help in filling up the cooked items in serving bowls and ensure refills regularly as the dinner progressed. I was not an MCP like most of the husbands of my time were but a 50:50 partner who believed in extending whatever help I could to my wife. Though it was  physically challenging, I used to enjoy what I was doing. At the end of the evening when guests left after thoroughly enjoying a delicious home cooked meal and praised us for the love and affection with which it was served,  our day was made. My wife, who would initially grumble about having to cook for so many people would be happy at the end of the day because of the appreciation she received  from the guests. We felt that all the hard work had paid off.

As we were growing older and our physical energy diminishing, we tried ordering food from outside  but we were not satisfied. We felt that our personal touch was lacking. We tried combining a few home cooked items with some items bought from outside. Since the passing away of my wife a few years ago, this is what I do whenever I decide to host High tea or dinner for friends.  I ensure  a couple of home cooked items on the table during such get-togethers. This makes the guests happy. I feel happy when I see them happy. The satisfaction that one gets in serving home cooked meals can never be matched by the impersonal act of hosting guests for meals using Swiggy or any such service.

 The stressed out younger generation with its own priorities may not agree with me.

Amritsar Calling

An outstation trip with fellow members of the Rotary Club of Madras South is always an enjoyable affair. This time it was a pilgrimage to the Golden Temple in Amritsar coinciding with  the 550^th birth anniversary of Guru Nank Dev. A visit I had been looking forward to for a long time.  I was  not disappointed.

The group consisting of 23 members left by an Indigo flight on the morning of 10^th October, which took us to Amritsar , via Mumbai. As it was already 1.30 p.m.  by the time we reached  our destination, the group decided to have a go at the sumptuous lunch provided by the Hotel Park Inn  at Radisson, a three star hotel with well appointed rooms and basic facilities. After a quick check-in and  a brief rest we were off  on  our visits.

The first halt was at the 16th century Durgiana Temple dedicated to goddess Durga.  The tem­ple is modelled on the Golden Temple with its main shrine rising from the midst of a tank, its central dome covered with gold and the rest of the structure wrapped in marble. It is also called Silver Temple for its carved silver doors. After offering our prayers here, the ladies in the group decided to go for the first round of their shopping, nay window shopping, while the men in the group went looking for eateries in the busy market area which would serve hot tea and pakodas.  

Surprisingly,  most of the outlets  in the area were serving lassi but not tea until an  enterprising owner of a small restaurant decided to oblige us. While we were busy gorging on  hot gulab jamun and samosa, we could see the owner getting fresh packets of milk and making special tea for us. After the return of the ladies from their window-shopping, we decided to visit the Golden Temple. What an experience it was.

 On the lines of Tirupathi temple, the entire surroundings of the Sri Harmandir Sahib, better known as the  Golden Temple,  have been cleared of encroachments. Curbs have been imposed on the movement of  any kind of vehicles in the cordoned-off area.. The cobbled and skid proof flooring ensure smooth movement of  the thousands of pilgrims who throng the temple from all over India, every day. In the evening,  all the important landmarks both outside and inside the temple premises are well lit with dazzling lights. As you enter the temple after getting your bare feet cleansed by a continuously flowing water strategically positioned at the entrance you get  the feeling that you are entering a devalogam or dream world. The air was full of positive vibes.. The piety and devotion of the thousands of devotees is to be seen to be believed. Wearing a scarf on the head, available for sale outside and free inside the temple, is a must for every devotee entering the temple complex.

On the advice of the our guide  Simran, a portly Punjabi lady speaking in typical Punjabi English, we decided on darshan of the Granth Sahib in the evening itself as the morning darshan would take more time. Guru Granth Sahib is the Sikh scripture containing the first Guru Nanak Dev Ji`s teachings. It is  worshipped by Sikhs all over the world – be it in their homes or in gurudwaras. Thousands of pilgrims standing in front of the sanctum sanctorum of the main temple waiting for the darshan entered in  batches, making the movement smooth and hassle-free. No rough jaragandi ( move…move..) experience a la Tirupathi. 

Inside the sanctum sanctorum  we saw the Granth Sahib placed in the centre with groups of priests singing the traditional  hymns in unison. You could  hear many pilgrims chanting `Waheguru`( Wondrous destroyer of darkness) as they were circumambulating the holy place. Just like `Govinda ..Govinda`` in Tirupathi. After  an unrushed darshan of just half an hour  and a 45-minute tour of  facilities on the first and second floor of the  main temple,  the group decided to savour the dinner at the Guru - Ka- Langar located at the south east corner of the gurudwara complex. An estimated 75,000 pilgrims come to eat here every day. Considered one of the biggest community kitchens in the world it serves meals round the clock all through the year -- justifying the popular Sikh saying that no one in Amritsar ever goes to bed hungry.

You cannot see a single beggar on the streets of Amritsar. For that matter I have never seen a single Sikh beggar anywhere in the country. Pilgrims from every religion, caste and social status are treated equally. You could have a CEO or a labourer  sitting next to you. The  dinner consisting of hot rotis, a subji ,a dhal and a rice  payasam was wholesome and tasty. Except  that some senior citizens like me found it difficult to get up after sitting cross-legged to eat the meal. Later we found out that there was a facility to have the meal sitting on chairs near the exit side of the facility on the ground floor. The group returned to the hotel after a mesmerising experience at the temple to rest & recoup for the next day.

The second day, the group first visited the Jallanwala Bagh, a walled garden, which is a major landmark in the history of India`s struggle for freedom. The Martyr`s Memorial built in the shape of an eternal flame has become an important pilgrim site at Amritsar. A section of the wall with bullet marks is preserved along with the Memorial Well into which a lot of people jumped to escape and finally drowned. Unfortunately, this portion was cordoned off as renovation work was going on. Since  Jalianwala Bagh is adjacent to the Golden Temple,  we went there again for day-time darshan. This gave the group plenty of photo opportunities including selfies against different backdrops.

The next attraction was the Partition Museum, said to be the world’s first museum of its kind, and is based on the 1947 partition of India. It tells the stories of millions of people affected during the partition through oral histories, personal artefacts, letters, photographs, and original documents. The museum is housed in the Town Hall building, a short walk away from the Golden Temple at the beginning of the Heritage Street. Bang opposite is the Brothers` Dhaba, where we went for lunch. The dhabha serves the `Amritsari Asli Punjabi Khana`. Every one in the group could be seen gorging on the varieties of dishes followed by a glass of lassi -- `rich, creamy, sweet` which is any  foodie`s delight. One of the foodies in the group  described it as the most divine drink on this planet!

From the Dhabha the group undertook the  45-minute  bus ride to Attari  at the Wagah Border, an international border between India and Pakistan. Watching the pomp and pageantry of the ` Beating the Retreat` ceremony and the change of guard is an interesting experience. This half an hour pageantry is preceded by a 90-minute  interactive patriotic fiesta. It is a huge attraction for visitors, especially the younger generation who join in the patriotic song-dance routine with gusto..  Some, however.  felt that the exercise was a lot of hype with little substance. Interestingly,  the 25,000 seater  stadium on the Indian side was packed to capacity, but only a few hundreds watched the Pakistani show on its side of the border.  As Indians the group  felt really proud. After a hectic day,  the group returned to the hotel for a modest dinner and sleep.

The next morning , after a relaxed breakfast, the group left for Chandigarh.  A four and half hour journey by bus. The lunch at Haveli restaurant in Ropar on the highway closer  to Chandigarh was  a gastronomic delight.  The food, the ambience  and  the service were world class. Haveli- a chain of restaurants serving wholesome food to weary travelers on the highways - is a common sight in Punjab.

At Chandigarh, the best-planned city in India, the group checked into Hotel  Mount View – a five-star hotel run by the government with spacious rooms but mediocre maintenance. The afternoon saw the group visiting the world-famous Neck Chand Rock Garden which exhibits rocks of all sizes  and colours besides dolls, figurines,  statuettes housed in caves, artificial hills and amphitheatres. A few senior citizens  made a quick exit without seeing the  place because of the stress involved in walking,  climbing and squeezing through narrow passages. Besides, once you enter the exhibition area you cannot get out without completing the 90-minute tour.  On the way back the group had a quick look at the Sukhna lake which offers boat rides.  Le Carbusier museum and Rose garden are other  tourist attractions of Chandigarh.

Chandigarh has a developed-country feel. It is extremely well planned with rich green cover and is spotlessly clean. No beggars, no street vendors, no flouting of traffic rules. The taxi taking me to the station next morning  stopped at all red signals though there was no traffic at that hour. Imagine such a thing happening in any of our cities.

Next morning, the last day of the trip, while I left Chandigarh by train for Delhi to meet old friends, the rest of the group,  left for the airport to catch their flight to Chennai via Hyderabad. I returned to Chennai the following day with  a `Delhi Belly`. All the rich Asli Punjabi Khana of Amritsar and Chandigarh had its effect on my tender digestive system and triggered several trips to rest rooms. I felt drained during the next two days. An anti-climax to an  otherwise memorable trip!

Restorer of vintage cars - C.S.Ananth

Most of the people, post retirement from a regular job, opt for  conventional hobbies or go spiritual to keep  themselves busy. My friend Chitthoor Subramaniam Ananth ( C.S .Ananth)chose an eclectic hobby- restoration of vintage cars. A hobby, nay a business, which calls for deep understanding  of the automobiles and a passion to seek new knowledge to deliver on  promises to his clients. A man who had thought Automobile Engineering as  irrelevant and chose Chemical engineering for his degree, never imagined that one day he will be considered a Vintage Car Wizard .

Born in Calicut, he studied in Madras Christian college school before joining A C.College of Technology. His first job was with Union Carbide India as an Engineer Management Trainee. During his stint at Carbide in Mumbai,  he was selected to be a part of the Official Car Rally Team . This  gave him an opportunity to  learn about cars as  he  had to be associated with the preparation of the Rally car. After Carbide and a brief stint as a business man he joined the Chennai based UCAL group where he rose to become the CEO. Though his retirement plans were to travel, golfing & play tennis, prodded by his son he bought two vintage cars- a Morris 1936 and a 1936 fiat and entrusted the restoration of the cars to an engineer who had a workshop. When he realized that there was hardly any progress even after waiting for 2 years, he decided to restore the  cars  himself, which involved a lot of research & hard work. In 2005 both the cars won first prizes in their respective categories at a  show held by Madras Heritage Motoring  Club, which Ananth had founded with a few others.. Coincidentally, he received these  prizes from his celebrity son in law, the Chess Vizard Vishwanathan Anand, who was the chief guest at the function. Ananth was delighted beyond words. Thus began his tryst with vintage cars. 

Anant said, “Based on my success at restoring cars a few friends approached me to restore their cars. One of them was Shri A.Sivasailam, Chairman of the  Amalagamation group. Since I was entering the world of Commercial restoration of cars I was advised by my auditors to register  a company. I spent  three months to develop a proper business model with clear Standard Operating Procedures (SOP). TEAMCSA was born in January 2007 and it consisted of mechanics, body beaters, electrician, painters  & upholsterer.”

While he was trying to establish TEAMCSA,  tragedy struck him when he was diagnosed with  Cancer of the bile duct and the next two years saw him  fighting the dreadful disease.  He reopened his garage in 2010, located in the spacious compound of his beautiful home in Neelankarai.

 Anant continued, “I  was touched by the fact that Mr  Sivasailam was waiting patiently for me to recover and do the restoration of his car- a 1947 Riley”.  This car  won the best restored car in its category in the 2010  Madras show. There was no turning back. More cars followed and Ananth found himself  working full time restoring cars. What he started as a hobby had become a business. In the last 12 years he has restored 70 plus cars including a Ford model T, a Jaguar, a Plymouth and a Rolls Royce of 1935 vintage. TEAMCSA became one of  the top restorers of cars in India.

Unlike a few fly by night restorers of cars, Ananth believed in high quality execution without making any compromises, which made  him  constantly  seeking information to improve his knowledge on the subject. In August 2013, Ananth went to Germany to get special  training  from the largest restorer of cars & returned with a lot of new knowledge. But, none of the materials they used in Germany were available in India. Thus began a long search for substitutes. In the year 2014, Ananth  spent a few lakhs on  R& D for improving the TEAMCSA`s process. “With import substituted materials, our fit and finish has reached global standards”,says Ananth.

Among his many celebrity clients  was Maharaja of Udaipur who got his  Triumph Car  restored by Ananth. It  is now occupying a  pride of place  in the museum at the Maharaja`s  palace.   He is also  a consultant for the Gee Dee car museum in Coimbatore.

In 2013, cars restored by TEAMCSA won several prizes at the Chennai show. According to Ananth the crowning glory  happened in 2017. He explained, ” We had  completed the restoration of a 1914 Benz, which is only one among the 3 such cars surviving in the world. According to Mercedes Benz, Stuttgart, this car was  beyond restoration. TEAM CSA took on the challenge and   restored the car to almost 100% originality. It won the first prize in its class at the 21 gun Salute International show in 2017 in Delhi. I was delighted when at the same show , a 1947 MG which was restored by TEAM CSA  also won the first prize in its class. The foreign experts who judged this car could not find even a single non-original part in the car”

While recognition in the form of prizes for his restored cars was happening, Ananth was also being invited to be a judge in the Vintage car contests held across the world. He was the Chief judge for international shows at Malaysia & Singapore, besides assisting judges at a prestigious show in France.  He was also one of the judges at the 21 Gun Salute International Rally held in Delhi.

Recently C.S. Ananth  was invited by the international body of Historic Vehicles – FIVA (Fédération Internationale des Véhicules Anciens) a worldwide organization dedicated to the preservation, protection and promotion of historic vehicles and related culture, to be advisor legislation commission in order to address the restrictions being imposed on historic vehicles by various Governments. Ananth is the first Indian to be invited to FIVA panel in the fifty years of FIVA. With the support of FIVA, a team led by Ananth has presented a memorandum to The Ministry of Transport, Delhi, for legislation concerning  historical vehicles in India. When this happens, it will be Ananth`s  single biggest contribution to the Vintage Car fraternity.

At 75, Ananth is not sure how long he can continue to work 8 to 10 hours a day pursuing his passion for restoring cars. But I am sure he will continue as a useful member of the local & international bodies devoted to Vintage Cars.

This article has appeared in the Madras Musings issue dt.1-15^th October,2019

Feedback welcome on rvrajan42@gmail.com or 9840392082

Adventures

Book Review 

                AD Ventures: Reliving the Golden Era of Advertising

                                               by Dr.T.S.Nagarajan

This book by a veteran research analyst describes the path breaking advertising campaigns created by JWT/HTA during the years 1963 to 1973. As a core member of a group of dedicated advertising professionals led by the doyen of advertising  Mr. R.K.Swamy,  the author was fortunate to be involved with every one of the advertising campaigns that came out of  JWT during that period,  enabling him to offer the readers  a ringside view of the successes engineered by the group. As Mr N.Murali says in his Foreword,` It is a throwback to a bygone era of glorious , path-breaking, professional work.`

Nagarajan who acquired his doctorate in Astrology after he moved to USA in 1992, post retirement, has more than four decades of experience in marketing & advertising research . With a string of degrees in mathematics, teaching, economics, management and Sanskrit and a Diploma in statistics, he joined the Census department in 1961.  An accidental meeting with a friend landed him with a job in JWT, Madras in 1963, as a research executive. He quit JWT in 1973 and had  a brief stint with Ashok Leyland as a Publicity Manager. In 1975  he started his own market research company called CAMRA ( Communications & Market Research Analysis), which he wound up  in 1992 when decided to  migrate to USA to live with his sons.

The book, which deals with his experience in JWT, Madras between 1963-73,  is  divided into four parts.  Part 1  deals with  the professional set up in JWT then and extensively talks about the advertising tools adopted by JWT to create meaningful creative ads for its  clients. In Part 2 , the author, through 15 case studies covering  big names  like, HMT, BHEL, MFL, TTK Prestige, Binny, Ti Cycles, IOB, Amrutanjan, EID Parrys, Ashok Leyland, MICO, TVS  &  Ponds   explains the background to various campaigns bringing out every aspect of the campaign strategy. He also  briefly touches on the success or failure of the campaigns. Each case study is illustrated with reprints of Print advertisements,  used for the campaign, sourced from The Hindu archives.

While Part 3 briefly talks about his activities post his stint with JWT , the last part gives a glimpse about his early days and his journey in life with many ups & Downs.

According to Nagarajan the decade of 1963-73 was not only a golden period in the history of JWT, Chennai but for the whole advertising industry in Chennai. JWT achieved many firsts during this period like breaking  the lethargy and resistance to advertising in Public Sector Undertakings. It made them believe in the power of advertising and they became the major contributors to advertising revenue of the agency during the period. A new wave of advertising campaigns based on solid research for products and services helped clients understand the profile of their customers and find new users and new uses for them.  Many conservative consumer industries in the South were persuaded to accept the concept of integrated approach to marketing  and advertising.

The shifting of one major consumer account Pond`s from Bombay to JWT Chennai, opened up great opportunities for the development of infrastructure needed for the advertising industry in Chennai. New investments in printing, block making, film production, were made. Demand for ad professionals in copywriting, commercial art, modeling and research arose resulting in new job opportunities.

The author also says ,` the period was also one of remarkable change in the outlook of those born post independence who had opted for more liberal style. It was an era that saw more of `product class` promotion than `brand selling`  since customers had to be weaned away from the traditional perception of the usage of the products. Advertising was a major factor in bringing about that change…. JWT can take pride in that it was a major catalyst for this development  and a number of path-breaking advertising was produced by the creative team of of the agency during the period`.

There is also a reference in the book  to Umesh Rao, the legendary Art Director of the agency as the creator of the famous Air India mascot- The Maharaja, though the full credit for it has been always given to Bobby Kooka , the Commercial Manager of AIR INDIA at that time.

The book is indeed a valuable addition to the literature on advertising and market research in this part of the world. Published by the Chennai based Cre-A publishers, the hard cover edition of this book with 142 pages is priced at Rs 699/- and is available with the publishers. Visit www.crea.in

How are you?

I have a friend who claims to be a good astrologer and had the habit of giving unsolicited advice to his friends and relatives. Whenever he calls me, he would ask `How are you?` Even before I answered  he would advise me to take special care of my health because according to my horoscope, which he claimed to possess, it was not a  good time for me in terms of my health.  I used to have this uneasy feeling that he is trying to tell me that my exit from this world is imminent! I would always tell him, `Don`t worry. God`s grace, I am ok. Thanks for your concern`

When others ask me the same question I have a standard answer, ` Thalai vali & Thirugu vali yoda Sowkiama Irukken` ( I am ok, living with all the aches & pains ). What else can I say? I don`t believe in lying that ` I am on top of the world` when actually I have a number of old age related health  issues which dog me from time to time. I have realized that however serious I am about looking after my health, I just cannot stop the ageing process & related issues that every one faces in life. After two hospitalization experience five years ago I have become paranoid about my health; about what I eat, what I drink, about my morning walks accompanied by mandatory physical exercises including pranayama  and meditation etc. While my overall health is ok and all my health parameters are under control, I am unable to do anything about the pains and aches I suffer lying in bed in the night. While I sleep soundly for the first four hours, it is a night mare after that when I find that my body has become numb on one side, or I am unable to lift my hand because it has become frozen or I have spasmodic pains in my thighs etc. I keep tossing and turning in my bed until my alarm rings at 4am.

Based on advice from friends, I consulted an Ortho,  an Ayurvedic doctor, a physiotherapist and few other `body parts`  specialists. As you are aware, these days you get doctors who are specialists in leg , knees , hips  or hands or even finger related problems apart from the traditional heart, kidney, cancer specialists! The list is endless.

Since a friend suggested that I may be having posture problems while sleeping or may be the mattress on my bed is not right,  I bought an expensive` memory foam` mattress .Nothing seems to work. A friend whom I call  ` Mr.Know All` was emphatic that it was all  because of inadequate blood circulation  while I am lying in bed. Funnily, all these problems vanish, once I am up and running doing the chores of the day. Making me inclined to believe my friend.

A few years ago, a friend told me, `If some one asks you `How are you`  please note that they don`t expect you to give a  treatise on your piles problem. Just say `Fine` and move on`. But these days I give a different response. I tell them `Today, I am on top of the world. About tomorrow, I will tell you tomorrow`. In other words I have learnt to live life, one day at a time. This way I am able to  celebrate my life every day!

This article has  appeared in Adyar Times under my column `Rajan`s Random Reflections`

Feedback welcome on rvrajan42@gmail.com or 9840392082

Technology & Banking

Last week I went to close my Savings Bank account with a multinational bank. I had opened it in 1974 when I came to Chennai to take  up a job with Grant Advertising.  The branch Manager of the bank was so friendly that he would even extend short duration hand loans to me when I was building my home in Sastri Nagar. I was always treated like a VIP by the entire staff though I did not have any deposits in the bank. It is another matter that I did not have any money to deposit. When I started my own advertising agency in 1986 I opened a new account with another local bank  which offered me special credit facilities. However, I continued my account with the foreign bank for sentimental reasons.

 Recently I had to open  a new account in a leading public sector bank to avail of the special Senior Citizens Savings Scheme offered by the Government.  And so it was with a heavy heart that I was closing my account with the  foreign bank. But the manager across the table did not ask me why I was closing the account. In a cold blooded tone he told me what to do  and rudely asked me to make way for the next customer. I was very disappointed. But I should not have. Because since the advent of technologies, banks have been actively encouraging  customers to do business online  and dissuading them from  visiting the  banks  unnecessarily. The proliferation of  ATMs have ensured that the visit to a bank branch for cash withdrawals have virtually stopped. You can also  make & receive payments online. Even the Pass Book updating can be done on a special machine placed in a corner of the bank. You only meet representatives in the bank when you have specific problems. The personalized banking service has become  a thing of the past.

Unfortunately, as an old timer I find dealing with technology daunting. I hate when I make a call and in response I get a recorded voice asking me to press 1 for this , press 2 for that and at the end  I am told to wait for the customer service executive. Some times the wait is endless. My patience runs out and I disconnect the line feeling very frustrated. The whole process is so mechanical and impersonal that it irritates me no end.  For the same reason I don`t  even use the online  booking for the Air or Train  tickets. I still take the help of  a friendly Travel agent for any of my travel bookings saving  me the bother and tension involved in using the online booking facilities.

Though many of my  friends  who are senior citizens like me have taken to technology like the proverbial  `duck to the water`, I have remained Computer semi-literate. I have enough knowledge  of using the Internet to suit my requirements  as a writer. Beyond that I have a mindset problem which prevents me from accepting the facilities offered by new technologies. Making me seek my son`s help  whenever I get stuck on the computer. Invariably I get fired for seeking his help. `I  taught you how to sort this problem only last week. You have already  forgotten my instructions` so saying he will quickly press some buttons and presto my problem would be solved. But I would still have not learnt how to solve the problem the next time. 

It is high time that I get out of my  mindset against technology!.

This article appeared in the Adyar Times in July,2019 under my column `Rajan`s Random Reflections`

Snail mails

 I met a friend at a get together recently. Our  conversation veered towards  the impact of Internet and  social media on the traditional postal system: a system providing a service which was popularly known as  `snail mails` as against the instant communication, across the world,  possible through emails and social media today.

Remember the times, not long ago, when all communication to your near and dear ones, staying near or far, was done through letters written by hand or typewritten on a self stamped  post card, or Inland letter  or postal covers. If we were   sending the letter in plain envelopes then we  had to buy stamps of different denominations  depending on the weight of the envelope and paste them on the envelopes using   some form of adhesive. Even grains  of cooked rice came in handy as an adhesive!. This  task was later made easy by the Post office  which provided  self adhesive  stamps and all that you had to do was to wet it  by using a wet sponge  or just lick it!.

We used the post card for open communication and Inland letters  or enveloped letters  for any communication which required some privacy. If we wanted to secure the delivery of letters or important documents we  had the facility of sending  them  by Registered Post ; with or without Acknowledgement  Due. When the electronic payment facilities or even basic  banking services  did not have the kind of reach it has today, Money Orders were the sure way  of sending money from one place to another. VPP was another service offered.

In the olden days, our elders believed in using  post cards more often with  information packed using every centimeter of space available in the post card.  It was not unusual to see sentences squeezed into the margins and even the address portions.   You had to wait patiently for letters from your near and dear ones,  living abroad,   sent by Sea Post.  They would take more than a month  to reach you. Later the waiting time  was reduced to a week when the letters started arriving by air mail.

The government in its wisdom has been providing this as a subsidized  service. India can proudly claim to have one of the best postal systems  in the world. We have 1,55,000 post offices to serve the 6,00,000 villages of India of which 1,38,000 are located in villages.  In many of the villages the Post Offices are located in the home of a prominent  resident of the village, even today. I have heard that my maternal grand father  was operating one such Post office from his home  in our  village in Tamil Nadu

With the growing popularity of Social media , when the Postal Department found reduced patronage for its services, making huge losses, it had to reinvent itself.  It had to think  of  non conventional services using its wide network  connecting the remotest villages of India. IPO has  one of the best distribution networks available in the country for any product or service. No wonder that Post Offices diversified into  offering services like Life Insurance, Postal savings . They even offer their Network to Corporates for selling their products.  The latest  is the Indian Post Payments Bank which promises to take Banking services to the doorsteps of households, especially rural households.

While Postal Department is trying its best to stay relevant, it is sad that a whole generation  of Indians  has grown without having any idea of the Postal services. The other day I was asking a school  boy if he has heard about Post offices. His response was `What is a Post Office!`

This article appeared in the Adyar Times issue dt  07-13, July,2019 under my column `Rajan`s Random Reflections`

Feedback welcome on rvrajan42@gmail.com or 9840392082

A simple RWH system leads to a turnaround

I am one of those who is managing to survive the current water crisis in Chennai  because of a RWH system I implemented in my  modest independent home in  a Sastri Nagar, almost 15  years ago. Let me explain.

Between 1982 and 1993 my home was blessed with a copious supply of water from the open well and some supply from the Corporation which was erratic and unreliable. Because of poor rainfall in the years 1993/94, when the well water began depleting at a fast rate, I sunk a bore well  which became the main source of water supply for the family. A friend suggested that I try RWH to recharge my well, by channeling the rain water collected on the terrace during rains into the well through PVC pipes, suitably filtered. That did not solve the problem. However during heavy rains my home, lying at a lower level than the road in front, would be surrounded by water one foot high. It would remain stagnant for almost a week. Because of the muck that came in with the water the whole place would stink and also became a breeding ground for mosquitoes. Very often we had to seek the help of the Corporation to pump out the water.

 In 2003, that the AIADMK government made RWH  compulsory for all household in Madras, my friendly architect/engineer came up with a  simple idea to harvest the water surrounding my home during the next  rainy season. He dug holes  on the ground  in the compound of  the house, 3 meters deep in which he embedded  PVC pipes of 6 inches diameter and  filled them with sand & broken granites. These  were placed three meters apart through out the length and breadth of the  compound which had  a concrete flooring. He also dug up a 3ft x 3ft, 3 meters deep shallow gutter covered with a perforated concrete slab in two places in the passage leading to the house- one  near the gate and another at the entrance to the passage from the road. The initiative cost me only Rs 15,000/- in 2004. When the next rain came inundating our  colony  I was pleasantly surprised to see the entire collection of water surrounding my home vanishing into the ground   within 3 to 4 hours. Obviously RWH system was working..In a couple of weeks I had another surprise. The open well which had gone dry for almost 10 years had got recharged and was full to the brim.

However, the total failure of the rains last year has made the open well go dry again  for the last six months.  While we are continuing to enjoy the supply from the bore well  for general purposes,  thanks to the RWH system in place,   we do buy tanker water once a month for our cooking and drinking needs. I am convinced that RWH by every household or building complexes is one of the  lasting solution to the water problem of Chennai, which normally receives adequate  rainfall which are not saved and allowed to drain into the sea.

This article appeared in the Down Town supplement of the Hindu issue dt. 7^th July,2019

Rtn. Sriprakash, an endearing personality is no more!

Rtn.PP Sriprakash who passed away on 2^nd June,2019 at the age of 68, was a popular Southerner  who endeared himself to everyone with his pleasing manners and genuine concern for people.

I had  known Sriprakash for over 40years . I was a member of Madras West Round Table10 when  he was active in Table 30-  A past chairman ,he was  a popular member  of that Club.  Sriprakash & Sheila were a  charming couple  and wonderful hosts. I remember attending many memorable get togethers at their  lovely home in Gandhi Nagar,  both  as a Tabler first and later as a Rotarian. My friendship with Sriprakash got cemented further, when Sheila agreed to design my small dream home in Sastri Nagar , where I live since 1982. The frequent meetings in connection with my home project   brought me closer to both Sheila & Sri Prakash.  

In 1989 when he joined RCMS, introduced by PP C.S.Ram, who was his neighbor,  I was very  happy that a good ex-Tabler was joining Rotary. He became the Secretary of the club in 1997-98. During that year he introduced two new Rotarians, nay two gems-  under the `Operation New blood ` Scheme  of the Club- Rtns - Sridharan Chettiar and B.B.Vengatesh.  During the same year we discovered that Sriprakash was  very articulate both as a speaker and as a writer. His command over English was very evident in the unusual Secretary`s Report that he presented that year

He  was the Director International services between 1998-2000. He gave us one of the most memorable events in the history of RCMS-  Vintage 60`s in January,2000, when Rtn Shyamala was the Millenium President of RCMS. Those days when we did not have the quick communication tools like email etc, he had to really work hard through letters and international calls to ensure that we got a motely crowd of Rotarians & their spouses from Clubs chartered in 1960.We had guests from many parts of the world including  Argentina & Switzerland who enjoyed the home stay and wonderful hospitality of the Southerners. It was and will continue  to be  one of the most memorable projects of RCMS in its sixty year history.

Though he should have become the President of the Club, soon after his successful stint as the International Director,   he chose to delay the decision because of his deep involvement with  an NGO called Skandashramam on the outskirts of Chennai. He was so busy dividing his time between his business and the Ashram that he did not have much time to spend on Rotary.   After more than a decade when he got out of his commitments with the ashramam, he agreed to take up the mantle of RCMS.  He became the President in 2014-15. I felt honoured when he told me that he was appointing me as his advisor during his President ship. Much before he shared his plans with anyone else, he invited me to his office and made a complete presentation on the plans he had for the club. Some of them were really ambitious  reflecting his deep involvement in any activity he undertakes. 

Sriprakash was a great dreamer and always bubbling with enthusiasm  for any project he takes up - be it a business project or a social service project. A cheerful person with a positive  outlook he was a great friend to have.  I can never forget the affection that he and Sheila have showered on me over the years.

I met him a few weeks before he passed away.  I could sense that the relapse of the dreadful cancer had shaken up his will to fight. He looked a defeated man biding his time. Luckily for him he had Sheila and other members of his family extending their full support trying to keep him in good cheer. I understand that for all the sufferings he went through during the last couple of months, the end was peaceful .While RCMS is going to miss a noble soul I am going to miss a good friend and a great well wisher. May his soul rest in peace!

Battle for water in your neighbourhood

I was at a friend`s home for dinner. At the end of the meal, my friend`s wife checked my glass of drinking water. There was some left over in the glass. She requested me to drink the balance and not waste water. I was intrigued but saw the point she was trying to make. In the context of the huge water crisis that not only the country is facing but the whole world is facing, it is important that every one realizes the importance of conserving the available water and not waste it. I am sure all of us are aware of what has happened to Cape Town in South Africa. I understand that the city is continuing to suffer from acute water crisis even now. Many other big cities and districts  in India are already facing or likely to face  similar situations in the not too distant future.

Closer home,  Chennai is in for a major water crisis this summer, thanks to a failed monsoon. Though  the rain water harvesting system we had put in place more than a decade ago had ensured that we had a copious supply of water from our open well  in our home for cooking and drinking needs, it  has gone bone dry now. I shudder at the thought of our bore well also going dry, water from which is used for all other needs of the family. Though we pay water tax regularly, we don`t get the supply of corporation water. We  buy water in tankers to make up the gap in our requirements, So what have we done to conserve water at home,  you may ask?

First step was to get rid of the water purifying unit, which was rejecting two litres of water for every litre of potable water. Though we made an effort to store the rejected water in buckets and use it for other needs, it did not always work. I don`t keep the tap open while brushing my teeth or washing my face. I try to fill the bucket with enough water to have a bath instead of standing endlessly under the shower. While taking meals I fill my drinking glass with just the quantity of water I need.  I also adjust the water flush to minimize the use of it while flushing the toilet or ensure controlled  use of water while watering the plants. While I as an individual am conscious of the need to preserve water and doing my best, I don`t see the same awareness among people in general.

The amount of drinking water that is wasted at weddings and  other public places is criminal. People think of conserving water only in a crisis situation We need a mass awareness campaign to educate people about the need to conserve water all the time.

According to the author of the book Water- Asia`s new battleground, `the war of yesterday was fought over land, and today it is over energy but the battles of tomorrow will be over water. Water stress is set to become the defining crisis of the twenty first century…stoking interstate and international tensions over shared water sources`.

Let us do our bit to avoid a ` Battle for water` in our own neighbourhood by taking every step to ensure conservation of water.  Let every home and every apartment complex implement rain water harvesting and used water recycling systems to ensure that we are fully prepared to face any water crisis in the future.

This article has appeared in Adyar Times issue dt. 02-08,June,2019 under my column `Rajan`s Random reflections`

Krish Chitale- A Tribute

Chennai has become poorer with  the loss of one more pillar of Chennai Society . S.L.Chitale, popularly known as `Krish` to his legion of friends and well wishers succumbed to the dreadful Cancer on 20^th May,2019. He was 87. The second generation of the well known architectural firm, Chitale & Sons, Krish was  known ,not only for  path breaking designs for buildings but also for his architectural ethics. Between 1952 and 2003, the year Krish handed over the mantle to his son Kapil Chitale, he was  actively involved  in designing landmark buildings in South India and  also gaining reputation as a socially committed human being, who worked relentlessly for the uplift of the downtrodden and needy.

I first met Krish Chitale when he visited Mumbai as the President of Round Table India in 1969, and I was a new member of the Bombay  West Round Table No.6. Krish came across as a serious, self-effacing but determined person. I learnt that he was the founder of Round tables in India. I did not realise then that one day I will be working closely with him not only in  Round Table but also in Rotary, after I moved to Chennai in 1974. Krish was one of those friends who opened a whole new world to me-  a world of wonderful friends and committed social service.. He showed me how fellowship can lead to social service. I can never forget the 8 years I spent as the Founder Trustee and Secretary of Round Table Foundation of which Krish was the Chairman. He was a task master who pushed you to perform to the best of your abilities. Later I was to work closely with him on the Polio pulse campaign of Rotary Clubs, as a publicity convenor. I learnt a lot from him.Those were tough but memorable days.

While he and his son have kept the flag of Chitale & Son flying high as a leading architect firm in South India, Krish’s total involvement in several voluntary organisations helped him gain the

reputation of a social activist with a difference. A true believer in the ‘Service Above Self ’ motto of the RotaryMovement, Krish contributed his professional expertise as an architect free for all the projects he was involved in. All the voluntary organisations he was involved with, including the Masonic Lodge, have been beneficiaries of Krish’s huge network of friends abroad. For his sustained and dedicated service he got several awards from Rotary, including the RI 3230 Lifetime Achievement Award in 2008.

Krish is also known for his penchant for the preservation of heritage in the city. “I am a die-hard believer in conserving heritage buildings. I have made sure that whenever we renovate such buildings, we respect them for what they are because they are our history”.said Krish in an interview for an article I wrote on `Chitales of Madras ` for Madras Musings.

Chitale enjoyed parties and people. Just three  months ago he hosted a dinner for our common friend Bob Chandran at the Madras Club for Bob being conferred the  Life Time Achievement Award by a leading textile Association of India.. When  I met him last month at his home he looked down but not deafeated. Inspite of his failing health, he told me  he continued to attend office for a couple of hours every day. I admired  his spirit. I did not expect  the end to  come so soon.

I am sad that within three months Chennai has  lost three veterans who were role models in my  life .First it was Charukesi, then S. Muthiah and now Krish.  

Please join me in praying for Krish Chitale`s soul to rest in peace!

Arul-my eldest grand son

I remember the day Arul was born. 4^th December,1996. It was around 10.30 am. I was busy giving some instructions to my secretary when the telephone rang.  It was to inform me that my elder daughter Kavitha had given birth to a baby boy. I literally jumped from my seat shouting `I have become a grand father!`. Yes I got my greatest promotion a man or a woman can ever get in life- grant parenthood! I was 54 then. While for the grand mother it was fun with some responsibility; for the grandfather it was all fun  without responsibility. I was ready to have my fun time with my first grandchild. It is indeed a pleasure to watch a baby grow in the first 2 to 3 years. Since my daughter was living in Chennai, my wife & I were lucky to spend some quality time with the baby.  The little baby 23 years ago has grown into an almost 6ft tall young man towering over all of us. All along he has been a good student particularly brilliant in maths- a subject which was a nightmare  to me in my school/college days. While his graduating  from the prestigious Purdue University in USA with distinction was anticipated , when the news accompanied by photographs of the graduation ceremony arrived by Whats App yesterday, I was thrilled beyond words.He is the first graduate from the second generation of Rajan family.

 I did not jump with joy  this time as I did not want to risk dislocating my limbs- considering  my age. However  I was reminded of what my father did when the  youngest of my  siblings ( we are three brothers & a sister) Seshadri became a graduate.  He jumped from  his easy chair shouting `today all my three sons are graduates!` as he himself was not a graduate.

Apart from being a brilliant student Arul is also good at creative writing. I had the privilege of publishing his first book- titled  ` Little Monster`   when he was only 11.  It was a fantasy thriller, full of imagination.  His professors in the college had also noticed his flair for writing and have been encouraging him to write., while pursuing his academic goals. In a couple of months, Arul will be a student in another prestigious University- Carnegie Mellon, where he will be doing  his Masters.

Arul is a mature young man, willing to work hard to achieve his goals.  I am proud of him . I wished his grandmother Prabha was here to see him blossom into a lovable young man. I pray god to bestow on him best of health & a long life. May he realize all his dreams in life  and keep celebrating his life every day!

This piece will not be complete without acknowledging the stupendous role that both RU & Kavitha have played in helping Arul become what he has today. God Bless the family!

`Me Too` or `Him Too`

 The `Me too` campaign of the victims of sexual harassment  by men has caught on in a big way.  Reputations of many celebrities from the films, music,media, politics,business and many other fields lie shattered. Most of the victims have woken up late- some of them  15 to 20 years after the  occurrence of such abuses. This has sent shivers down the pants ( or dhotis) of many other celebrities, who were proud of their conquests , at the height of their careers. Many of them are trying to go down memory lane   to check for any skeletons in their cupboards. No wonder many of them are spending sleepless nights.

Many companies, industry bodies, professional associations have started taking cognizance of this campaign and have started taking actions against  the predators, who suddenly find themselves to be Pariahs! They are  being  shunned  by every one- their friends, colleagues, associates and even family members in some cases. While some of them with deep pockets are taking the legal route to clear their reputations, many others have preferred to lie low until the campaign loses its steam as it happens with many controversies . As it is already happening with the `Me Too` campaign too!

While many  of the affected celebrities  are worried that their entire future has become a question mark, I know of a few octogenerians and nanogenerians, who were notorious  casanovas in  their younger days, who are not worried about the `Me too` phenomenon. One of them, in his early nineties  proudly declared `I am not worried because I have survived most of my  potential accusers.  They are all dead.  Ha!..Ha!...`

A speaker at our Rotary meeting  who  was speaking on the topic, `Sexual harassment at the workplace` threw some interesting insights about this problem. She mentioned that while in many cases  the intentions of the men who were indulging in such acts might  be  innocent banter, it became  a problem when such acts created a negative impact on  the victims. She also advised the women to protest at the first instance of any kind of sexual harassment they experience in their work place so that the offender gets the message loud and clear that they are  upset - even if it is simple double meaning words or an improper touch. If the problem  still persists she advised the victims to  take up the matter with their  superiors or even the CEO, if necessary.

She also surprised the audience by mentioning that research has shown that about 10% of the men also are affected by sexual harassment in the working place by women, apart from homosexuals. Some one  in the audience mentioned that in many of the IT companies where men  & women rub shoulders on a regular basis, it is not unusual for young women  flirting with their bosses or colleagues. Some times against the wishes of the men concerned. What happens in such a situation?  Should the  men also register their protests with the management or may be start a campaign on the lines of `Me Too` campaign. It seems it does exist and is called `Him Too ` and many managements are already taking cognizance of such complaints from men.

The speaker `s advice to men in general - ` Watch carefully for the reaction of the women when you are deliberately or innocently indulging in acts which may be construed as harassment.  If you notice even the slightest resistance do not continue. Also before you indulge in acts of harassment, think  of your reaction to someone  harassing your own wife or daughter or a near and dear one.`

 A good advice applicable to both sexes.

This article has appeared in the Adyar times issue dated , 5-11^th May,2019 under my column `Rajan`s Random Reflections`

S.Muthiah- A tribute to a dear friend

My good friend of 45 years and a well wisher is no more.  A writer, author, columnist, a Heritage activist and chronicler of political and cultural history of Madras,  passed away this afternoon after fighting a losing battle with cancer. He was 89. What is remarkable and inspirational is the fact  that until he had the last ounce of energy, he was working; either editing his favorite fortnightly Madras Musings which he had founded more than 25 years ago or churning out his weekly column for The Hindu or working on one or more of his book projects.

I can never forget Muthiah for the role he played in my becoming a writer/author post my retirement.  I had retired as the CMD of my company Anugrah Madison in 2007 at the age of 65  and had already started penning my memoirs- in fulfillment of a life  long dream of wanting to write my autobiography. I had completed a couple of chapters when I happened  to attend a meeting of the Madras Book  Club  where Mr Muthiah was speaking on the topic `Biography as History`. He was appealing to the audience consisting of many retired bureaucrats, business men and professionals  to write their memoirs, `not to become famous authors but to  leave behind for posterity a  “social history”; to  provide insights into the life, happenings, values and mores of a city or a community or a profession at a certain point of time.` He said that history is not just about kings and kingdoms but about people. His talk gave my book a focus..

 My autobiography titled `Courage My Companion` was released at a well attended meeting of the Rural Marketing Association of India held in November,2009.  I was delighted to have Mr.Muthiah  receiving the first copy. The excellent response I got for the book and my style of writing encouraged me to write essays on a variety of topics. My first article titled `The Ubiquitous Velaikari` appeared in the Eve`s Touch monthly of which Mr.Muthiah was the consultant editor. I sent an article to Madras Musings which was also published by Mr.Muthiah. Not only did he publish my articles but he would also urge me to go through the corrections he had made while editing them. He hated the use of too many adjectives  by writers. In the last 10 years,  hundreds of my articles on a variety of topics  have appeared in several local dailies and magazines.  I have also published nine books covering five genres of writing during the same period. I owe a deep debt of gratitude to Mr.Muthiah for my evolution as a writer/author. Apart from being my mentor Mr Muthiah had been a genuine well wisher.

Though a very friendly person he can be brutally frank when he talked to people. He was known for his rigid stands on issues. While he was fond of sports, he did not care much for music or dance. Inspite of his disinterest  in Carnatic music, on my special request, he attended   the first  carnatic music performance  of my  11 year old grand daughter Uthara at Tag Centre in December,2013 and wrote encouraging words about her performance in his column in the Hindu. His blessings meant a lot to my family.

He visited my home with his wife Valli to offer condolences when I lost my wife to cancer in January,2013. I did not realize at that time that Mr.Muthiah himself will become a widower when he lost Valli, his wife of over 40years,a few months later.- an irreparable loss in his life. The only time I have seen him break down  was when I went to his house to offer my condolences. I also broke down,because I know what it means to lose a life partner.

I had got closer to Mr Muthiah in the last few years.. What impressed me most was his never say die spirit. Inspite of his ill health for the last few years, he continued to work hard. He never displayed any self pity nor questioned `Why me?`. He  will drag himself to his desk and continue to work on some assignment or the other. Work for half an hour and rest for one hour.  Incredible man!

Whenever some negative thoughts enter my mind because of health issues, I think of Mr.Muthiah and his positivity. I get recharged. He was one of my role models in life. Like the legion of his friends and students I will also miss him a lot. I am sure, wherever he is he will continue to guide me to think and act positive in life.

May his soul rest in Peace!