<span class="htext1"> How life has changed:</span> I never thought that I would head a media agency some day - Vikram Sakhuja

In the last ten years, Sakhuja has changed his belief that meccas of marketing lay within client organisations. He is glad to have moved to a media agency

10 Years Back:

I was managing brand marketing and media at Coca-Cola India. I had recently launched brands such as Diet Coke, Sprite and Kinley. It was during those days when I had launched the 200 ml stock-keeping unit (SKU) of Coke for Rs 5, which resulted in the meteoric rise in carbonated soft drink (CSD) volumes. However, this was followed by an equally staggering deceleration post the pesticide scare.

Back then, I was part of a marketing environment in which FMCGs, notably soft drinks, were on top of the marketing chain, durables (LG) were just about hotting up and telecom and financial marketing were yet to take off.

No Regrets:

Frankly speaking, in 1999, I never thought that I would head a media agency some day. In those days I still had a misplaced arrogance that the meccas of marketing lay within client organisations. While ownership of brand deliverables like sales volume, profits, share and preference will continue to be owned and driven by client marketing teams, I have seen a shift (admittedly biased) in the practice of developing marketing plans moving into (media) agencies. But I am glad I switched.

Work-Life Balance:

I’m not sure whether Simmi (my wife) will agree with this, but my work-life balance has improved hugely over the years. I have reduced my work time by 10 hours a week to 55. I start my day an hour earlier (8 am) and end it also two hours earlier (6:30 pm) than in the past. I need that 90 minutes of ‘me-time’ before the rest of the office (or world) logs in. As one has moved up the corporate food chain, the chances of having bosses delay the departure time has reduced. Besides, I now spend weekends at home, and on weekdays get back home closer to 8 pm than 10 pm, which was the case earlier.

Currently, I am enjoying watching my daughters grow up into confident accomplished young adults. I read more (mostly pulp), watch more movies, and yes even exercise more now than I used to do 10 years ago.

Turning Points:

Well, moving from the safe cocoons of P&G and Coke to the real word of imperfections at STAR TV in 2001 was one big turning point - it allowed one to grow up.

A chance meeting by the end of 2001 with Andre Nair who was setting up Mindshare in India – just after I quit STAR TV – got me into media agencies. This has pretty much driven the way I have grown since then. This was another major turning point of my career.

I have been at GroupM for most of the last decade - first managing Mindshare Fulcrum, then Mindshare and now GroupM. I am hugely proud of what we have achieved as a team.

Tough Calls: As a team leader, one has to decide on people – which are tough calls as it is never pleasant. And I have had to take such decision quite a few times.

Leadership:

I think I have become a tad more patient now than I was 10 years back. I think I delegate more now.

Today’s Young Ones:

The new recruits today are smarter, but have a lower capacity to put in hard work than what we used to see a decade ago. They also want the trappings of success and growth more than excelling in the craft. They, however, are extremely clear about what they want and their bosses should know that respect has to be earned rather than commanded.