ADVERTISING Young and raring to go, these ad guys have the right mix of passion and excitement towards work. ARCHANA SUBRAMANIAN
NDTV featured them as ‘India’s fastest growing business house’ and Business Standard listed them among the top few companies to look out for in the near future. Over 35 clients and a 15-member team, that’s Be positive 24…and if you are thinking ‘this is a phrase’ yes it is, it’s a way of life and that’s why young entrepreneurs, Abhishek D. Shah and Sandeep Makkam, decided to name their advertising agency with this tagline. “In all my previous experience at various agencies, I always felt a certain vacuum. At some places it was a creative freedom, at others it was monetary and at a few others it was the management dictating what was right,” says Abhishek.
Two individuals with similar thoughts, opinions and creative ideas came together to start a business with a clear agenda: to go beyond advertising. Sandeep quips, “We did not want to be treated as suppliers and we wanted to put the respect back into the advertising business. We wanted to be communication specialists and we wanted to be better than what we had seen in every place we had worked at.”Asked how the journey has been over the past few years, Abhishek says, “Over the past three years, Be positive 24 has been a truly life-transforming experience. It has taught us more than any school or any job ever could. It’s like a new mind in an old body. There are so many aspects to the business one will never experience unless you get down to doing it on your own.”
Sandeep explains, “Working in a partnership is truly difficult.There are ego clashes, professional differences, opinions and so many aspects that get in the way but the bottom line is: these fights are perfect as long as the work gets better.”“We’ve had more than our own share of arguments but, at the end of the day, our happiness comes from seeing great work reach each of our clients,” admits Abhishek.Their clientele includes brands like FitnessOne, Aran KitchenWorld, Hi Style, DIVA, Nippon Paints, The Fomra Group, Style One, Harrisons, Pricol, Baby’s Day Out, MMMafia, Grains of Paradise, GoodLife Industries, Classic Polo, Club Mahindra, ITC Park Sheraton…
Sandeep agrees, “2008 was a great learning experience as we took our first step into the publicity design for feature films. As passionate as we are about films, working on our first feature film, “Poi Solla Porom”, was an extremely satisfying experience.” “Both in terms of the exposure as well entering a sphere of work we’ve always wanted to be, in it’s been a wholesome experience,” admits Abhsihek. “We are currently working on the publicity design for our second feature film ‘Kadhalana Summa Illai’,” he added. They are dreamers and they have a vision. The road ahead seems truly exciting as they plan to diversify into film production, starting a line of exclusive tees, expanding their film publicity design team and a few other exciting avenues that they’re currently evolving.
We’ve had more than our own share of arguments but our happiness comes from seeing great work reach each of our clients
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