2011 will be a defining year in my life: Pankaj Acharya, MD, Purple Focus

An Engineering and Management Post Graduate, with a rich experience of 15 years in the business of Advertising, Pankaj Acharya, Founder and Marketing Director, Purple Focus is a known face in the industry and needs no introduction. He has co-founded two more successful businesses: Saints & Warriors Communications Pvt. Ltd. and Fusion Events Pvt. Ltd.

Popular for his observational skills that leads to break through in achieving success for a brand,. Pankaj is also on the Advisory board of other organizations and educational institutes. He also goes back to various management institutes to teach advertising and communication, imparting his wide array of experience.. Pankaj Acharya reveals his views on the communication solutions provider space in an exclusive interview with Adgully.

Adgully: Can you share with us how you began your career?

Pankaj Acharya: During my MBA course, I did my summer training at Lintas in 1994. I realised that direct marketing will emerge as the medium for communication in future. So I turned down a coveted offer from General Motors and joined Datamatics Direct to pursue my interests.

But I guess my entrepreneurial DNA did not allow me to serve somebody hence I took up their concessionaire for Madhya Pradesh, came back to Indore to start on my own in 1996. This is how Focus Integrated Marketing Services (Now Purple Focus) was born.

For almost a year, the focus was purely on direct marketing since the industry as a whole was in a very nascent stage and there was a huge void for a good advertising agency. But we had the core skill sets required. Hence it was a natural progression to get into advertising and marketing communication services. In 1998, my batchmate from MBA and a good friend, Rahul Vaidya came in to become my partner and since then we have been moving from strength to strength.

In 2003 Purple Focus started its Delhi branch. In 2009 Purple Focus opened its Mumbai branch.

Meanwhile in 2005 seeing the potential and growth prospects in Event management and ground activation sector, partnering an old friend Alok Tilwankar, an expert in the field started Fusion Events. Today Fusion has its offices in Mumbai and Indore.

In 2006, I partnered Pushpinder Singh to roll out Saints and Warriors one of the most creative agency in the country

This year in July we have rolled out Purple Productions to handle film and print productions and content creation.

Going forward the plans are all set to launch a digital agency in couple of months.

So that the bouquet of service to provide 360 degree solutions is complete.

Ag: What are the two highlights of your career?

PA: The first, one of course, was turning down such a coveted job to start on my own. People around me were skeptical which did at certain times create self doubt, but better sense prevailed and when I reflect back I think it was a good decision.

The second was my decision to shift base to Mumbai in 2007 and handling all the businesses from here was one of the biggest turning points of my professional career.

Ag: What are the challenges in this industry?

PA: The biggest challenge is that this industry is caught up in mediocrity and in the process we are losing respect; losing our high ground. Rather than being accorded the status of consultant/partner and knowledge workers, we have merely reduced ourselves to the status of suppliers. That in my opinion, is affecting the agency remuneration and hence agencies are unable to attract top-notch talent, which in turn results in mediocrity. A vicious circle. The Industry will have to do something to come out of this trap.

Ag: How have client's expectations changed over the years?

PA: The talented lot is leaving the agency side to join the client side. They are hence more aware of what to expect out of the advertising agency. It is only resulting in sharper briefs and clear expectations. The only drawback is that that the sheer competitive pressures have brought in certain amount of short sightedness to the whole process.

Ag: Some of your memorable work?

PA: My job is to run and manage business. As Managing Director of my companies, I monitor business health, productivity and progress. I am not directly involved in the creation of the work. I hire/partner people who are good at their respective work and leave them to do that. So I am not the right person to answer this question.

Ag: Can you name some of your favourite clients?

PA: All the clients who respect you for the value you bring on the table and pay you well are my favorite clients.

Ag: What according to you constitutes a good advertisement?

PA: Good advertisement and the birth of a killer campaign is one which somewhere influences your heart or mind. The basic principle of psychology of cognitive dissonance theory is at work everywhere. It should resonate with a feeling, a deep down emotion and fulfill that emotional gap.

Ag: How has digital changed the face of marketing and advertisement?

PA: Digital is already a way of life. For most of us, almost all our transactions are digital. In the near future, all of our activities will have a digital backbone. So while the medium and the usage will change, at the heart the basic rules will remain the same, to influence the mind and heart of the people. The way I see it Internet is not a medium but a way of life. An enabler. And all those who will approach Internet with this mindset will make the most of this rich medium.

Ag: What do you predict would be the future of this space?

PA: The way I see it Internet is not a medium but a way of life. An enabler. And all those who will approach Internet with this mindset will make the most of this rich medium. This is the future.

Ag: What are your new initiatives?

PA: As mentioned earlier I have already rolled out one new company, to do content production business. Going forward, I have plans to launch a digital agency, a specialised research and consulting unit. I would also like to explore international emerging markets.

Ag: What kind of growth is chartered out for 2011?

PA: 2011 will be a defining year in my life. Have made significant investments in 2010 and 2011 is the time where we will get to know which directions the business will move into.

Ag: Any message for the young enthusiasts who are joining this field?

PA: Welcome aboard. This is the future. It couldn't be better anywhere else. | By Janees Antoo [janees(at)adgully.com]