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Dhirubhai Ambani: "Think big, think fast"
Dhirajlal Hirachand Ambani is not just the usual rags-to-riches story or a Reliance patriarch but will be remembered as the one who rewrote Indian corporate history placing the ordinary investor on the perch and building a truly global corporate group in the country. Popularly known as Dhirubhai, the 70-year-old Ambani Sr, also changed the rules of the game in the industry in an era when the private sector was hampered by the Licence regime, even if he had attracted criticism that he did not always play fair.
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Dhirubhai Ambani
Friday, February 26, 2010
Dhirubhai Ambani's Quotes ! Who knows....reading these quotes might create another bunch of Ambanis for the future !
Dhirubhai Ambani's Quotes ! Who knows....reading these quotes might create another bunch of Ambanis for the future !
* True entrepreneurship comes only from risk-taking.
* Pursue your goal, even in the face of difficulties. Convert difficulties into opportunities. Keep your morale high, in spite of setbacks. At the end you are bound to succeed.
* My advice to young entrepreneurs is not to accept defeat in the face of odds. Challenge negative forces with hope, self-confidence and conviction. I believe that ambition and initiative will ultimately triumph. The success of the young entrepreneur will be the key to India's transformation in the new millennium.
* Dhirubhai will go one day. But Reliance's employees and shareholders will keep it afloat. Reliance is now a concept in which the Ambanis have become irrelevant.
* I have trusted people and they have put their trust in me. I have encouraged youth, and they have never let me down. I have asked my people to take initiative and to take risks. It has paid me rich dividends. I insist on excellence. This helps us to be leaders. Reliance is built on some of these principles.
* The secret of Reliance's success was to have ambition and to know the minds of men.
* Growth has no limit at Reliance. I keep revising my vision. Only when you dream it you can do it.
'We have lost the habit of thinking big'
* The problem with Indians is that we have lost the habit of thinking big!
* We can prove to the world that India can do it. That Indians are not afraid of competition. That India is a nation of achievers.
* I dream India of becoming a great economic superpower.
* We must forge a new partnership for a great India. A strong and constructive partnership between industry, government and society.
* We must always go for the best. Do not compromise on quality. Reject if it is not the best -- not only the best in India, but globally.
* If India wants to be a great nation, we must have courage to trust. This is my sincere belief.
* All we have to do is to break the shackles that chain the energies of our people, and India's economy will record a quantum leap and move into a new, higher orbit of growth, competitiveness and productivity.
* I can never fully repay the debt I owe to Mumbai. To all of you. My past was shaped in Mumbai.
* For those who dare to dream, there is a whole world to win!
* I am deaf to the word 'no.'
'Ideas are no one's monopoly'
* I am 100 per cent pro-liberalisation. I do not think any industrialist is against it. But we should protect our industries, from unfair competition.
* There is no question about that (retirement). Business is my hobby. It is not a burden to me. In any case Reliance now can run without me.
* I give least importance to being Number one. I consider myself to be fortunate in this position and would like to contribute to nation building in some way.
* Does making money excite me? No, but I have to make money for my shareholders. What excites me is achievement, doing something difficult. In this room extraordinary things must happen.
* Think big, think fast, think ahead. Ideas are no one's monopoly.
* Our dreams have to be bigger. Our ambitions higher. Our commitment deeper. And our efforts greater. This is my dream for Reliance and for India.
* First and foremost, I owe my success and achievements to the affection, friendship and trust of millions of employees, customers, shareholders, and business associates, who have stood by me and been a major source of my strength all along.
* I believe that the success of Reliance cannot be attributed to the qualities and achievements of one individual, or even a group of individuals, but has to be viewed as a triumph of a process, and a spirit that binds the entire Reliance family together.
* I consider myself a pathfinder. I have been excavating the jungle and making the road for others to walk. I like to be the first in everything I do.
* I, as school kid, was a member of the Civil Guard, something like today's NCC. We had to salute our officers who went round in jeeps. So I thought one day I will also ride in a jeep and somebody else will salute me.
* My fulfillment lies in the satisfaction of every member of the Reliance family, comprising thousands of workers, managers, business associates and over five million shareholders. Being instrumental in creating wealth for over 5 million India families, and bringing prosperity and well being to their life is the best source of satisfaction and joy for me.
'You do not require an invitation to make profits'
* Give the youth a proper environment. Motivate them. Extend them the support they need. Each one of them has infinite source of energy. They will deliver.
* You do not require an invitation to make profits.
* If you work with determination and with perfection, success will follow.
* Between my past, the present and the future, there is one common factor: Relationship and Trust. This is the foundation of our growth.
* We bet on people.
* Meeting the deadlines is not good enough, beating the deadlines is my expectation.
* Don't give up, courage is my conviction.
* We cannot change our rulers, but we can change the way they rule us.
* Roll up your sleeves and help. You and your team share the same DNA.
* Be a safety net for your team.
* Always be the silent benefactor. Don't tom-tom about how you helped someone.
* Dream big, but dream with your eyes open.
* Leave the professional alone!
* Change your orbit, constantly!
* Money is not a product by itself, it is a by-product, so don't chase it.
Biography of Dhirubhai Ambani
Biography of Dhirubhai Ambani
Dhirubhai Ambani
(1) Early life Dhirajlal Hirachand Ambani was born on 28 December 1932 , at Chorwad, Junagadh in the state of Gujarat , India , into a Modh family of very moderate means. He was the third son of a school teacher. When he was 16 years old, he moved to Aden ,Yemen . Initially Dhirubahi worked as a despatch clerk with A. Besse & Co.. Two years later A. Besse & Co. became distributor for Shell products and Dhirubhai was promoted to manage the company’s oil-filling station at the port of Aden. He was married to Kokilaben and had two sons and two daughters.
(2) Life in Aden In the 1950s the Yemini administration realized that their main unit of currency Rial was in disappearing. After investigating the matter it was realized that all Rials were routed to the Port City of Aden. There a young man in twenties was placing unlimited buy orders of Yemini Rials. During those days the Yemini Rial was a pure silver coin and was much in demand at the London Bullion Exchange. Young Dhirubhai would buy Rial, melt it in pure silver and sell it to bullion traders in London . In the later part of his life while talking to reporters it is believed that he said “The margins were small but it was money for jam. After three months, it was stopped. But I made a few lakh of rupees. I don’t believe in not taking opportunities.”
(3) Reliance Commercial Corporation Ten years later, Dhirubai returned to India and started a business Reliance Commercial Corporation with a capital of Rs. 15000.00 (US$ 375). The primary business of Reliance Commercial Corporation was import polyester yarn and export spices. The business was setup in partnership with Chambaklal Damani , his second cousin who was also there with him in Aden , Yemen . The first office of Reliance Commercial Corporation was set up at Narsinathan Street at Masjid Bunder . It was a 350 Sq. Ft. room with a telephone, one table and three chairs. Initially they had two assistants to help them in their business. In 1965 Chambaklal Damani and Dhirubhai Ambani ended their partnership and Dhirubhai started on his own. It is believed that both had different tempermants and a different take on business, while Mr. Damani was a cautious trader and did not believe in building Yarn inventories, Dhirubhai was a known risk taker and he considered that buliding inventories with anticipating a price rise and making some profit is good for growth. During this period Dhirubahi and his family used to stay in an one bedroom apatment in Jaihind Estate in Bhuleshwar. In 1968 he moved from the chawl to an upmarket apartment at Altamount Road in South Mumbai. His first car was Premier Padmini , the Indian version of Fiat 1100 , later he brought a Mercedez-Benz Car . In 1970s he brought a white Cadillac Car.
(3) Reliance Textiles Sensing good opportunity in the business of textiles, Dhirubhai started his first textile mill at Naroda , near Ahmedabad in the year 1966 . Textiles were manufactured using polyester fibre yarn. Dhirubhai started the brand “Vimal”, which was named after his elder brother Ramaniklal Ambani’s son Vimal Ambani. Externsive marketing of the brand “Vimal” in the interiors of India made it a household name. Franchise retail outlets were started that used to sell only “Vimal” brand of textiles. In the year 1975 a Technical team from the World Bank visited Reliance Textiles’ Manufacturing unit. This unit has the rare distinction of being certified as “excellent even by developed country standards” in that period.
(4) Initial Public Offering Dhirubhai Ambani is credited with starting the equity cult in India. More than 58,000 investors from various parts of India subscribed to Reliance’s IPO in 1977. Dhirubhai was able to convince people of rural Gujrat that being shareholders of his company will only bring returns to their investment. Reliance Industries holds the distinction that it is the only Public Limited Company whose several Annual General Meetings were held in stadiums . In 1986, The Annual General Meeting of Relaince Industries was held in Cross Maidan, Mumbai, was attended by more than 30,000 shareholders.
(5) Dhirubhai’s Control Over Stock Exchanges In 1982 Reliance Industries was coming up with a rights issue of partly convertible debentures. It was rumored that the company is making all efforts to ensure that the stock prices did not slide a inch. Sensing an opportunity a bear cartel which was a group of stock brokers from Calcutta started to short sell the shares of Reliance. To counter this a group of stock brokers till recently referred as “Friends of Reliance” started to buy the short sold shares of Reliance Industries on Bombay Stock Exchange . The Bear Cartel was acting with a belief that the Bulls will be short of cash to complete the transaction and would be ready for settlement under the “Badla” trading system prevalent in Bombay Stock Exchange during those days. The bulls kept on buying and a price of Rs. 152 per share was maintained till the day of settlement. On the day of settlement the Bear Cartel was taken a back when the Bulls demanded a physical delivery of shares. To complete the transaction the much needed cash was provided to the stock brokers who had brought shares of Reliance by none other than Dhirubhai Ambani. In case of non-settlement the Bulls demanded an “Unbadla” (penalty sum) of Rs. 35 per share. With this the demand increased and the shares of Reliance shot above 180 rupees in minutes. The settlement caused enormous uproar in the market and Dhirubhai Ambani was the unquestioned king of the stock markets. He proved to his detractors as to how dangerous it is to play with Reliance. The situation was completely out of control. To get a solution for this situation the Bombay Stock Exchange was closed for three business days. Authorities of Bombay Stock Exchange intervened in the matter and brought down the “Unbadla” rate to Rs. 2 with a stipulation that the Bear Cartel has to give the delivery of shares within few days. The Bear Cartel brought shares of Reliance from the market at higher price levels and it was also realized that Dhirubhai Ambani himself supplied those shares to the Bear Cartel and earned a healthy profit out of The Bear Cartel’s adventure After this incident many questions were raised by his detractors and the press. Not many people were able to understand as to how a yarn trader till a few years ago was able to get in so much of cash flow during the crisis. The answer to this was provided by then finance minster Pranab Mukherjee ] in the parliament. He informed the house that Non-Resident Indian had invested upto Rs. 220 Million in Reliance during 1982-83. These investments were routed through many companies like Crocodile, Lota and Fiasco. These companies were primarily registered in Isle of Man . The interesting factor was all the promoters or owners of these companies had a common surname Shah . An investigation by the Reserve Bank of India in the incident did not find any unethical or illegal acts or transactions committed by Reliance or its promoters.
(6) Diversification Over time his business has diversified into a core specialisation in petrochemicals with additional interests in telecommunications , information technology , energy , power , retail , textiles , infrastructure services, capital markets , and logistics . The company as a whole was described by the BBC as “a business empire with an estimated annual turnover of $12bn, and an 85,000-strong workforce”.
(7) Criticism Despite his almost Midas Touch, Ambani has known to have flexible values and an unethical streak running through him. His biographer himself has cited some instances of his unethical behavior when he was just an ordinary employee at a petrol pump in Dubai. He has also been known to have links with the V P Singh government and later the BJP government. He has been accused of having manipulated government policies to suit his own need, and has been known to be a king-maker in government elections. Although most media sources tend to speak out about business-politics nexus, the Ambani house has always enjoyed more protection and shelter from the media storms that sweep across the country.
(8) Unauthorized Biography Hamish McDonald, who was the Delhi bureau chief for the Far Eastern Economic Review for several years, published an unauthorised biography of Ambani in 1998 in which both his achievements and shortcomings were reported, but the Ambanis threatened legal action if the book was published in India.
(9) Death Dhirubhai Ambani was admitted to the Breach Candy Hospital in Mumbai on June 24 , 2002 due to a major “brain stroke” suffered by him. This was the second stroke, the first one had occurred in the year February 1986 and had kept his right hand paralyzed. He was in a state of coma for more than week. A battery of highly efficient doctors were unable to save his life. He breathed his last on July 6 , 2002 , at around 11:50 P.M.(Indian Standard Time). His funeral procession was not only attended by business people, politicians and celebrities but also by thousands of ordinary people. His elder son Mukesh Ambani performed the last rites as per the Hindu traditions. He was cremated at the Chandanwadi Crematorium in Mumbai at around 4:30 PM (Indian Standard Time) on July 7 , 2002 . He is survived by Kokilaben Ambani, his wife, two sons, Mukesh Ambani and Anil Ambani , and two daughters, Nina Kothari and Deepti Salgaocar .
(10) Film A film inspired by the life of Dhirubhai is set to release in January 2007. The Hindi Film Guru , directed by Mani Ratnam and music by A.R.Rahman will show the struggle of a man who strives to make his mark in life. The movie stars Abhishek Bachchan and Aishwarya Rai in leading roles
(11) Awards and Recognitions November 2000 – Conferred ‘Man of the Century’ award by Chemtech Foundation and Chemical Engineering World in recognition of his outstanding contribution to the growth and development of the chemical industry in India 2000 , 1998 and 1996 – Featured among ‘Power 50 – the most powerful people in Asia by Asiaweek magazine. June 1998 – Dean’s Medal by The Wharton School, University of Pennsylvania , for setting an outstanding example of leadership. August 2001 – The Economic Times Award for Corporate Excellence for Lifetime Achievement Dhirubhai Ambani was named the Man of 20th Century by the Federation of Indian Chambers of Commerce and Industry (FICCI). A poll conducted by The Times of India in 2000 voted him “Greatest Creator of Wealth In The Century”.
(12) Famous Quotes From beginning Dhirubhai was seen in high-regard. His success in the petro-chemical business and his story of rags to riches made him a cult figure in the minds of Indian people. As a quality of business leader he was also a motivator. He gave very less of public speeches but the words he has spoken are still remembered for their value. “Growth has no limit at Reliance. I keep revising my vision. Only when you dream it you can do it.” “Think big, think fast, think ahead. Ideas are no one’s monopoly” “Our dreams have to be bigger. Our ambitions higher. Our commitment deeper. And our efforts greater. This is my dream for Reliance and for India.” “You do not require an invitation to make profits.” “If you work with determination and with perfection, success will follow.” “Pursue your goals even in the face of difficulties, and convert adversities into opportunities.” “Give the youth a proper environment. Motivate them. Extend them the support they need. Each one of them has infinite source of energy. They will deliver.” “Between my past, the present and the future, there is one common factor: Relationship and Trust. This is the foundation of our growth” “We bet on people.” “Meeting the deadlines is not good enough, beating the deadlines is my expectation.” “Don’t give up, courage is my conviction.”
”Think big, think fast, think ahead , ideas are no one’s monopoly”
“Our dream have to be bigger. Our ambitions higher. Our commitments depper. And our efforts greater. This is my dream for Reliance an for India.”
Growth through Vision
“Growth has no limit at Reliance. I keep revising my vision.
Only when you can dream it, you can do it.”
“Between my past, the present and the future, there is one common factor: Relationship and Trust. This is the foundation of our growth.”
- Dhirubhai H. Ambani
Founder Chairman
Dhirubhai Ambani: How Numbers Shaped His Life
His phenomenal rise from selling ‘Bhajias to pilgrims in Mount Girnar on weekends’ to being a Shell Service Station worker in Aden (Yemen) to being India’s first Corporate Icon whose Group asset’s today stand to over the tune of 520 billion, is truly a spectacular rags to riches story.
Here’s a look at how numbers controlled his fate (Do you have anything in common?):
– Psychic Number: 1, 28th=2+8=10=1
– Destiny Number: 1, 28-12-1932= 2+8+1+2+1+9+3+2=28=2+8=10=1
– Number 1 is ruled by the SUN who finds his exaltation in Aries, ruled Mars (9)
– Note: The compounds of his psychic number and his destiny number, both are 28
– Name Number: 8/17 Dhirajlal Hirachand Ambani 5/14 Dhirubhai Ambani
– Sun Sign: Capricorn
– Ruling Planet: (8) Saturn
When Misfortune Hit Him
1st stroke: 6 (in 1986=1+9+8+6=24=2+4=6)
2nd stroke: 6 (on 24th June 2002)
On Monday: 2 (number of Monday)
Expired On: 8 (Saturday night, Saturday is ruled by Saturn-8)
Time Of Expiry : 1 (23.50 pm=2+3+5+0=10=1, same number as his psychic and destiny number 1, ruled by the Sun)
Funeral At: 1 (16.30 pm=1+6+3+0=10=1)
On Sunday: 1 (Number of Sunday)
Died On: 6 July 2002
Full Date: 8 (6-7-2002=6+7+2+0+0+2=17=1+7=8)
In the sign of 2
Cancer is ruled by the Moon and the month of July also ruled by the Moon (2)
Saturn (8) is exalted in Libra, ruled by Venus (6)
Venus (6) is exalted in Pisces, ruled by Jupiter (3)
Jupiter is exalted in Cancer, ruled by the Moon (2)
The Moon is exalted in Taurus, ruled by Venus (6)
Capricorn is the opposite sign to Cancer in the Zodiac
2002 was 8: Personal Year for him. DOB+MOB+CURRENT YEAR.
2002 was 4: Current Year (Common)
Birth Force: 6: Year of Birth=1932=1+9+3+2=15=1+5=6.
4th Pinnacle: 9: began at age 54 in the year 1986
Personal Year: 1, 1986 was personal year number 1 for him, derived from the total of his date of birth + month of birth + current year – 2+8+1+2+1+9+8+6=37=10=1
Age 54: 9, (5+4=9)
54 in year: 6, 1986=1+9+8+6=24=2+4=6. (Year of 1st Stroke)
Total of period 9: Personal Year+ Current Year +Birth Force=8+4+6=18=9
Age of Death: 6: He was 69 years old, 6+9=15=1+5=6
Magical Facts About How Numbers Affected Him
Thus,
Numbers that played key-roles in his life were 1, 6, 8 and 9. 1+6+8+9=24=2+4=6
In this entire numero-graph there are some very relevant points to note:
His psychic number as well as his destiny number was 1, this gave him the unparallel qualities of ‘leadership’ and a dynamic personality.
His name at birth was Dhirajlal Hirachand Ambani, which is an 8; perhaps he would not have achieved this phenomenal success with this name because 8, as a name-number is not fortunate for anyone, leave aside a psychic and destiny 1 for whom it is the very worst.
The only name that he is known as is Dhirubhai Ambani and this is a number 5, number of the ‘quick silver planet of Mercury’. Whether his fortunate destiny guided him to choose this name unintentionally or whether he was advised to go by it, I do not know, but the 5-name number is the one that gave him the universal growth, renown and power of communication.
Number 1 and 6 have sparred from the beginning of time.
Look at the recurrences of numbers.
Stop...think...his birth as well as his death was under the influence of the Sun, on dates and time making number 1.
All the unfortunate events that lead to his demise took place on the 6th of a month.
He finally left this planet on the number of ‘ Moksha ’, number 9 that was the number of his last ‘pinnacle’ at an age that made the single number of 6.
The full date of his death was number 8.
When his enemy number 6 came together with the number of his last pinnacle 9, he died on a date making the number of death and resurrection, number 8 at a time, date and day under the influence of the Sun, the number of his birth as well as his destiny, number 1 at the age of 69, which makes the single number 6.
At this time (year 2002) he had already entered his last birth force number that was number 6 and the year 2002 was personal year number 8 for him. (Personal year=DOB + MOB + Current year).
He suffered his first stroke in personal year number 1 and his last fatal one in personal year number 8.
It is said by the ‘ancients’ that life begins at the Sun (number 1) and ends at Saturn (number 8), and this is exactly what happened with Mr Dhirubhai Ambani. Those who leave ‘Station Earth’ on the last number of 9 are due for retirement, which means, they are free from the soul exhausting cycles of life and death and from all ‘Karmas’. Then again, it depends whether or not you have earned your salvation or abused your opportunity achieved after many births. For those who abuse, there is no Moksha, but a return to the lowest rung of life.
I can safely state that Dhirubhai earned his salvation and will never be reborn again for he was a good man.
Dhirubhai Ambani - A business Tycoon and Founder of Reliance Industries
Thursday, February 25, 2010
Dhirubhai Ambani - A business Tycoon and Founder of Reliance Industries
Dhirajlal Hirachand Ambani, one of the leading Indian businessmen, was born on December 28, 1932 in Chorwad, Gujarat. Popularly known as Dhirubhai Ambani, he heads The Reliance Industries, India's largest private enterprise.
Dhirubhai started off as a small time worker with Arab merchants in the 1950s and moved to Mumbai in 1958 to start his own business in spices. After making modest profits, he moved into textiles and opened his mill near Ahmedabad. Dhirubhai founded Reliance Industries in 1958. After that it was a saga of expansions and successes.
Reliance, acknowledged as one of the best-run companies in the world has various sectors like petrochemicals, textiles and is involved in the production of crude oil and gas, to polyester and polymer products. The companies refinery at Jamnagar accounts for over 25% of India's total refining capacity and their plant at Hazira is the biggest chemical complex in India. The company has further diversified into Telecom, Insurance and Internet Businesses, the Power Sector and so on. Now the Reliance group with over 85,000 employees provides almost 5% of the Central Government's total revenue.
Dhirubhai has been one among the select Forbes billionaires and has also figured in the Sunday Times list of top 50 businessmen in Asia. His industrious nature and willingness to take on any risk has made him what he is. In 1986 after a heart attack he has handed over his empire to his two sons Mukesh and Anil. His sons are carrying on the successful tradition of their illustrious father.
Dhirubhai Ambani was born on 28 December 1932 at Kukaswada near Chorwad, Junagadh (now the state of Gujarat, India) to Hirachand Gordhanbhai Ambani and Jamnaben in a Modh Bania family of modest means. He was the second son of a school teacher. He was always honest in every action thoughout his life. When he was 16 years old, he moved to Aden, Yemen. He worked with A. Besse & Co. for a salary of Rs.300. Two years later, A. Besse & Co. became the distributors for Shell products, and Dhirubhai was promoted to manage the company’s filling station at the port of Aden.
In 1962, Dhirubhai returned to India and started Reliance.Reliance was to import polyester yarn and export spices.
Dhirubhai Ambani is credited with starting the equity cult in India. More than 58,000 investors from various parts of India subscribed to Reliance's IPO in 1977. Dhirubhai was able to convince large number of small investors from rural Gujarat that being shareholders of his company would be profitable.
Over time, Dhirubhai diversified his business with the core specialisation being in petrochemicals and additional interests in telecommunications, information technology, energy, power, retail, textiles, infrastructure services, capital markets, and logistics. The company as a whole was described by the BBC as "a business empire with an estimated annual turnover of $12bn, and an 85,000-strong workforce". 
Dhirubhai Ambani was admitted to the Breach Candy Hospital in Mumbai on June 24, 2002 after he suffered a major stroke. This was his second stroke, the first one had occurred in February 1986 and had kept his right hand paralyzed. He was in a state of coma for more than a week. A battery of doctors were unable to save his life. He died on July 6, 2002, at around 11:50 P.M. (Indian Standard Time).
A film alleged to be inspired by the life of Dhirubhai Ambani was released on 12 January 2007. The Hindi Film Guru (2007 film), with direction by Mani Ratnam, cinematography by Rajiv Menon and music by A.R.Rahman shows the struggle of a man striving to make his mark in the Indian business world with a fictional Shakti Group of Industries. The film stars Abhishek Bacchan, Mithun Chakraborty, Aishwarya Rai, Madhavan and Vidya Balan. In the film, Abhishek Bachchan plays Guru Kant Desai,a character implicitly based on Dhirubhai Ambani. Mithun Chakraborty portrays Manikda who bears an uncanny resemblance to the real life Ramanath Goenka and Madhvan portrays S. Gurumurthy, who twenty years ago, gained national fame, spearheading virulent attacks against the Reliance group in one of India's bloodiest corporate wars ever. The film also portrays the strength of Dhirubhai Ambani with the help of the character of Guru Kant Desai. "GURUBHAI" the name given to Abhishek Bachchan is also similar to the original name "DHIRUBHAI." Only Vimal. Only Dhirubhai.Only Vimal. Only Dhirubhai.
Only Vimal. Only Dhirubhai.
One of the most fascinating anecdotes I have heard relates to Vimal, Dhirubhai Ambani and brand building. And it is perhaps more relevant today, than in 1987 when it was first heard. Dhirubhai Ambani, in the mid eighties used to actually decide on advertising campaigns (it was only later that he began deciding who would be king). Dhirubhai as the anecdote goes, was briefing the ad agency. And he said, "Only Vimal has the most sophisticated plant." "Only Vimal uses merino wool". "Only Vimal has the most designs". Only Vimal.... And very soon, a bright (or is it lazy) copywriter came back with the tagline "Only Vimal" which Dhirubhai bought.And the rest as they say, is history. This anecdote holds a few lessons for today's brand managers.
- You can analyze till the cows come home but at the end of the day,
you must take a decision.
- Once you take a decision, stay with it. Don't vacillate or chop and change.
- Think long term. Think consistency. Vimal has stayed with the same tagline for close to twenty years. The models used have been different, the executions have been different, the music scores have been different, the settings have been different and yet, the signature line "Only Vimal" has been the same. Crores of rupees have been invested on this line, year after year. This line has become a brand property.
Are you throwing the baby out with the bath water?
Advertising agencies have been trained to think (and at times dress) differently. They are trained to "come to the edge" and "push the envelope" to the hilt, if you will. And how do you become different? You change. Sometimes for worse.
Every brand has certain properties. IBM has blue. Titan has its signature tune, Britannia has its "ting-ting-ta-ding" and Liril has its girl in the water. This is probably what people will recall of these brands if you ask them what they can recall of the brand.
So the task of the brand manager and the advertising agency becomes very critical....