Name: Bipin R Pandit

Designation: General Manager The Advertising Club Bombay

Sun Sign: Leo, 29 July

Educational ExperienceB.Com, L.L.B, Diploma in Public Relations and Advertising and M. Com (Part-1).

Professional Experience
My professional experience spans over a period of 21 years. My first job was with The Baroda Rayon Corp. Ltd, where I worked for six years, followed by 10 years with Castrol India Ltd in the Information Technology department.

For the past five years, I have been working with The Advertising Club, Bombay. Apart from this I have compered many shows (mostly in Hindi) and am a mimicry artist.

Job Profile
Am in charge of the secretariat of the biggest and easily the busiest Advertising Club in the world. I am the point person for the biggest Advertising event of the country -the "ABBY Awards" and also the media awards - EMVIEs and the International awards "EFFIEs".

I have also been entrusted with the responsibility of the secretariat for the biggest advertising event in Asia -"AdASIA 2003", which will be held in Jaipur between 10-14 November 2003.

I was an integral part of the administrative set up that mobilised a delegation of 68 people from India to Pattaya in 1999 and 40 people at Taipei in 2002 for the AdASIA congress. Event coordination, conducting meetings and workshops form a part of the daily activity. I am on the advisory board of NIEM as well.

As a compere and mimicry artist, I have done around 1,000 shows in Mumbai, the interiors of Maharashtra and major metros. I have performed with Abhijeet, Mohammed Aziz, Gunjan, Zankar, Babla and the Beatles

Media as career choice
I chose a career in media because it is dynamic and offers many options. Moreover, the relentless pursuits interlinked with public relations (my core strength) and close functioning with advertising ensure that there are no dull moments.

I love my work as it allows me to meet and interact with people. Also, being a stage artist has helped a great deal in establishing contacts.

Current Media scenario
The awards bagged by Indian ad agencies in the International award ceremonies be it Clio, Lions, Cannes or AdAsia bear testimony to the fact that we are doing very well in the advertising world.

Media nowadays works at a break neck speed, it's dynamic, marketing savvy and accessible with the latest updates at any given hour. To an extent, it has become a viewer's and reader's delight.

Right and wrong about current media scenario
As far as advertising is concerned, I believe that while making ads, one should not make digs at each other. By doing so, the creative element suffers. It's important that this kind of competition be checked.

Though today's media is fearless, informative and exhaustive in its coverage, I feel it does get ruthless at times. Unfortunately, it gets swayed by glamour and important news does not get the required prominence. Also, there is an overdose of repetitive information by TV news channels flashing the same news.

But then again, while it is easy to pin point the wrong things, one has to remember that we are operating in a competitive world where we have to sell our product. One has to decide if he wants to produce an art movie that runs for a week or a runway commercial hit that churns a good surplus. It is imperative to maintain a balance.

One area where media can play a very decisive role is creating social awareness. Despite one's busy schedule, one does keep in touch with media. So use this powerful tool for a social cause.

Five years from now
I see myself pretty well placed and leading from the front. I know for sure that times are difficult, turbulent to say the least, but sincerity coupled with proactiveness will help me overcome challenges. I want to give voice-overs a shot. The efforts are on.

Hobbies
Giving voice overs, mimicry, singing, music, cricket, films, partying with friends and I dare say keeping fit by walking and swimming.

Idea of enjoyment

Going out with my family for a trip - wife Nandini and son Neeraj (a good mimic), meeting friends and partying with them, singing and rehearsing voices of different filmstars. Eating good food and having a nice drink twice a week. I also love to meet new people and make friends.

In addition, I enjoy doing my job with l00 per cent involvement. I am grateful to God for bestowing me with a skill through which I can make people laugh.

Educational Experience
B Com (Honours) - Shri Shikshayatan College, Calcutta

Major in accountancy - Calcutta University

Higher Systems Management - NIIT

Post graduate diploma in business management - Management and Technological Institute of India

Post graduate diploma in travel and tourism management - Institute of Modern Management (I.M.M.)

Professional Experience
I've been with MEL since January 2001 as the general manager. May 2000 - January 2001
I was an assistant manager (training), at Pentasoft Technologies in their western regional office in Mumbai for eight months. I was involved in formulating and implementing marketing strategies for this geographical area in order to develop the market for the career opportunities offered by the company.

November 1999 - March 2000
With Aptech Ltd (Asset International's Regional Head office at Calcutta) I was an assistant manager (marketing) for the eastern region. I was responsible for making Asset's services the preferred choice of all target segments, focusing mainly on corporate houses, costing and budgeting of corporate training programs at the local as well as at the national levels.

January 1998-November 1999
I was a senior developer relations executive at Advanced Technology Labs in Kolkata. I was responsible for formulating and implementing marketing and sales strategies to achieve group targets. I also looked after event management, seminars, market promotion for brand building and adopting promotional strategies. We also held workshops through appropriate presentations and discussions by experts.

January1996 - July 1997
I was the marketing coordinator and education counsellor at Australia Connections. With the advent of the Indian government's open market policies Australia Connections, for the first time in India, in alliance with the Australian Tourism Commission ventured on to project Australia as a tourist destination for affluent Indian travellers.

Moreover, Holmes College in Melbourne, tied up with Australia Connections to initiate the smooth passage of Indian students to Australia for higher education.

I was in charge of counselling, formulating and implementing marketing strategies for the eastern region. Interacting with the media, publicity and advertising establishments to effectively sell Project Australia was part of my responsibility.

I also conducted and organised travel shows and seminars. My administrative duties comprised MIS reports, collection and management of databases, preparing various reports on a daily/weekly basis, handling student/tourist grievances, building relations and sorting out problem areas.

Job Profile
I have been with MEL since January 2001 and have been given independent responsibility of heading a team of counselors, faculty, marketing and placement executives. I also interact with the students and provide guidance to them in the field of the IT industry.

I am the driving force for targets and deadlines to be met, for maintaining high motivation levels among the center managers, faculty and staff. I do this by delegating work assignments and keeping a close track of the day to day progress.

I also interact with the media, publicity and advertising establishments to formulate effective strategies to get maximum mileage in creating awareness among the student and professional community about our institution.

Keeping full information of competition and market trends and introducing more courses related to the demands of the IT industry is a part of my job profile. I also strategise policies, policy development, promotion and coordination with franchisees.

I look after the costing and budgeting of corporate training programmes at the local as well as at the national levels.

Marketing as career choice
It was the obvious choice as I had completed a diploma in business management specialising in marketing.

I think I made the right choice as it certainly is a challenging field with achievements flowing, once the right kind of effort is put in; and thus providing the motivation to perform better with each assignment.

Right and wrong about current marketing scenario
The problem lies with over-promising to customers/clients due to their high expectations, which is the direct result of a highly competitive market. This competition may be due to high performance as well as the co-existence of a parallel illegitimate market.

These promises and commitments made by marketing professionals become impossible to fulfill hence causing fear and deception for this profession in the minds of the common people, which then forms a vicious circle.

Hence, with my experience, over the years I have found that it is best to work with an organisation whose product you believe in and thus marketing becomes a pleasure and achievements in the field become a practice, because fulfilling promises and commitments is the key to success.

Five years from now
Five years from now I see myself running my own "successful" business with me being the BOSS. With all the years of experience that one gathers, it would be an obvious choice for anybody who has the right proportion of self-confidence plus the belief.

Hobbies
My hobbies include reading which I love passionately but hardly get the time to do!

Also love swimming, horse-riding and basketball, which have been the activities that I have been associated with since my school days. Now, I take pleasure in seeing my little daughter excelling in them.

Idea of enjoyment
Long drives, eating out, hours of solitude to do all the reading I wish to and spending quality time with my daughter, Ankita.