As Anon puts it: 'A real leader faces the music, even when he doesn't like the tune'. Pix business head and AXN, Animax India country manager Sunder Aaron tells Nidhi Jain that in today's business scenario one has to play a dual role, that of a manager and mentor.

Lessons you learnt
First and foremost - in India it has to be kept in mind that it has a very young corporate culture, because business culture has been around for just 10-20 years. It is a very important thing to be kept in mind while managing people. The work force is predominantly very young, so lots of inexperienced, na?ve people come in. We have to give them lessons not only on business but also life. Therefore, a lot of compassion and empathy is required.

I have to be a good manger and mentor on a personal basis too. We, all of us, not only have to improve our lives, but also get better jobs. I cannot prevent anyone going to a better company for a better life. I have to groom these people so that they can go on to have better lives, not just be a better employee for me, but also to do better in whatever they do.

We also need to delegate, give others responsibility, which often doesn't happen. There's a lot of fear in organizations. It's just the nature of the business. Organizations are also political creations. As we all are humans and have egos, politics is bound to enter.

India has a history and tradition of being bureaucratic. When people are always too eager to please, fear enters people and organizations. We have to try our best to remove those obstacles.

I encourage my staff to make mistakes, make a decision, and gather all information you can. Juggling balls means you are not doing anything and that's the worst being in business. We should be fast and determined.

Method of pacifying madness
Things do get out of hand when there is so much of stress. The best way is to personally have discussions with the team, about what they are feeling and thinking. Even five minutes on that can calm everything. Retrieve time outside office too.

Max DePree - "Leadership is much more an art, a belief, a condition of the heart, than a set of things to do. The visible signs of artful leadership are expressed, ultimately, in its practice".

People that influenced
In India, (Set India CEO) Kunal Dasgupta has been a big influence. He is calm, controlled and has a great vision. (Times Now CEO) Sunil Lulla is a strong inspiration, the way he manages people, and is very successful.

We ought to maintain a balance between personal and professional life. Mumbai can be hard city. Just like New York, it's always about 'moving' very fast. We have to make real commitments also to other things like being healthy, staying active in sports, staying close to the closest friends. My friends in the US have fundamentally had a lot of influence on my life. We should not dilute our relationships because of work. There are periods when we work harder and take a lot of time, and then communication becomes important. We have to work and maintain those relationships.

Strategies at Work
Sometimes it's very frustrating, and it is visible also. One of the simple strategies is to calm down. So think and relax before saying anything or dealing with people. Being impatient is certainly not the best thing.

In the market, I am in favor of doing unique things, strategies or approaches for people in business. We have to think out of the box.

For instance, when we were launching our new movie channel Pix, it was coming into an already crowded market. Our approach was to emphasis on stories in the movies with no big stars, budgets. A famous book on screenwriting called Story was where I got the inspiration to launch a channel focusing on the fundamentals. Movies are human experiences and watching them is so human. Like parents telling us stories, caveman told stories by engraving. We strive and communicate through storytelling.

As the Pix example shows, an idea doesn't always come from conventional sources.

Changing rules of work
Rules have not been formed yet. Being motivated does not work in a company that we don't want to work with. I am in this industry because I love film and TV. I enjoy my work and am good at it also. It's important to be balanced; we shouldn't overspend life within the office because it will be no good for anybody. One needs to bring freshness to work.

Charles S. Lauer - "Leaders don't force people to follow - they invite them on a journey".

Ensuring that team delivers
Communicate what is expected of the team. Juniors have a hard time communicating to their seniors. After delegating, we need to monitor also. They should not be intimidated that you are peering over their shoulders. You should be a mentor to help them do their jobs.

Fun part of your business
Almost everything. It's very competitive working with creative, bright people instead of a bunch of dumb, boring people. TV is an enormously growing industry.

Max DePree -"The first responsibility of a leader is to define reality".

Educational Experience
For me there never was a greater qualification than the bruises on the cricket field, badminton court and cycling track, but for the record I did my schooling from St. Joseph's Convent, Baramulla in Kashmir.

Then I did Hotel Management with specialization in Advertising & Marketing from IHM Panipat, B.A from Kurukshetra University, Diploma in Advertising & Public Relations from Welingkar's Management Development Institute and also a Management Development Programme in Corporate Communications from the prestigious Indian Institute of Management Lucknow !!!

Well actually reading my qualifications today makes me a little nervous because I (my parents included) never thought I would go beyond the 12th standard the way I was playing and playing hard (No pun intended).

Professional Experience
In a career spanning about 10 years I have been exposed to telecom, satellite infrastructure, chemicals & petrochemicals, media and IT sector and well versed with corporate brand and product development, media management, advertising (creative), social communications, marketing communications (brochures, corporate films etc. etc.), event management and specialised internal communications (not just a newsletter or a house journal).

Prior to ASC, I was Assistant Manager Corporate Communications for IN Network comprising CVO Channel, IN Mumbai Channel and INCablenet. I also extended my services to Gulf Oil (all Hinduja Group promoted ventures). Our Division was instrumental in establishing CVO as the first and the largest cable delivered movie channel and the IN Channels as city specific cable channels in India.

I was also instrumental in converting the then Corporate Communications Division at IN Network into a profit center, extending services to Hinduja Group Companies.

Apart from media management on a national and international level, I have been associated with event management (on behalf of my organizations) of national and international importance: Chemtech 95; Euromoney Expo' 95 in London, Smita Patil Foundation's International Film Festival-96, launch of M. F. Hussain's calendar featuring a series of paintings on Indian Womanhood, Miss Delhi and Miss Mumbai events to name a few.

I was instrumental in launching a social communications programme in Uttar Pradesh promoting social forestry schemes and rural medical programmes on behalf of my first employer SVC Superchem.

The stall designs conceived by me in the prestigious Convergence 2000 and Convergence 2001 exhibitions held in Delhi won ASC Enterprises "the Best Stall Design Award" for two consecutive years.

I was the first recipient of the prestigious "Corporate Communications Manager of the Year 2001 Award" constituted by Media Meet & Tribune Group of Publications for outstanding work as the PR ambassador of a private company.

I would also like to believe that it is a matter of great honour and prestige to have been invited by Indian Institute of Management Ahmedabad to conduct a Public Relations workshop for its students, especially for a person with an ordinary exterior and ordinary capabilities.

I was delighted when I came to know that my submission for copyright for "Tuneer" a Computer based Data Manager for Public Relations professionals was accepted.

Job Profile
At present I manage corporate communications for ASC Enterprises Limited (www.agrani.com) - a multi-venture enterprise, promoted by Essel Group.

Broadly, external and internal corporate communications is my responsibility and specifically my present brief is to establish the "Agrani " brand of ASC Group as the front-runner in private satellite infrastructure, IT retailing and terrestrial wireless services through media and marketing communications.

Corporate Communications as career choice
Well, my Dad who recently retired, as a senior administrative officer and still believes that no career is better than 'Sarkari' and my Uncle, a distinguished serving General in the Indian Army still believes that no career is better than the one in uniform.

Between the two extreme influences on my life I had to choose what I wanted to do and what I 'can'. Cricket was a second nature but like a nice mama's boy I gave up the idea, and to be a space scientist or an Astronaut was beyond my capabilities.

No, I am not a drifter into this profession, this is something I have a natural ability for and my foray into it was a well thought move. I enjoy the 'creative & strategic' nature of corporate communications. Actually this is not a profession for me but something that I like doing.

Off course, one does hear and feel that corporate communications is all set to topple 'advertising' as a primary vehicle for brand building and it does make me feel good.

Current corporate communications scenario:
Businesses globally have seen a radical shift during the last two decades from a manufacturing-led approach to a marketing-driven approach.

Consumers no longer buy 'Products'. Consumers buy 'brands' and the 'emotional / intangible' values attached to them. In an age of industry consolidation, deregulation, mergers, acquisitions and spin-offs, the challenges of 'corporate communications management' are growing exponentially. India and what surrounds it cannot be an exception to this.

Managing image today ranks among the most critical and complex tasks facing CEOs/senior executives. Organisations today are always wondering how they can create and maintain a corporate reputation that effectively addresses key audiences, simultaneously supporting the marketing of its products and services, enhancing the value of company stock and strengthening the sense of corporate culture among their employees.

The Indian response so far has been 'advertising' but following a global trend advertising budgets too have taken a beating in India for quite sometime now. Agencies that once mushroomed on the 15 per cent agenda are trying to close shop.

On the other hand there has been a geometric growth of PR agencies. Unfortunately Indian CEOs relied on advertising to create brands not realizing that advertising, by nature, is creative and for this quality it does win awards. Today a reader is 'bombarded' with news, every minute, every moment of his life. Through emails, virtual newspapers, web-casting of events, live coverage on TV, magazines, special supplements and issues; the vehicles of communications are aggressively increasing everyday and 'reaching out to the masses' and occupying 'mind space'.

Today a Bill Gates make more news, effective and credible news, than most of advertising campaigns put together and that too even before his product actually hits the market. In such cases one has to acknowledge that 'advertising' only plays a secondary role. Indian CEOs and senior executives didn't realize that brand building (corporate or product) is a combination of many factors such as employee relations, financial communications, media management, event management, advertising, social communications, government liaison and many more, all put together and not in isolation.

I am sure someday the 'corporate' world will wake up to realize that advertising-led activities are driven by 'creative' and are a fast way to create limited awareness but don't necessarily build brands. Several other initiatives, inlcuding communications, have to work in sync to achieve brand building.

Five years from now
It is unfortunate that people in this industry do not dare to dream and if anyone dares to dream he keeps it packed under his pillow for the fear of failure and this is precisely what I don't want to do.

This may sound very clich?d but I want to keep on trying new things till the very end and I am ready to fail as many times that it takes, because in the end I know I will succeed.

Given a chance.... I don't want to spend time on a beach guzzling beer or a hill station with my pets, instead I would want to work for the betterment of thousands and thousands of Kashmiri families who are merely eking out an existence out of torn tents and inhuman conditions in various refugee camps in the country.

I want to work for a community that has a coveted place in the Guinness Book of World Records as the only community in the world with 100% literacy rate but a community on the verge of extinction.

Hobbies
Besides visiting places of historical and archeological importance and being Dennis the Menace at home I love watching everything that Sean Connery and Michael Douglas do on the screen (pun intended).

My family is sick of having to bear watching Golmal, Chotti Si Baat, Jane Bhi Do Yaro and many more films of this genre again and again and again? Hello !!! Did you hear me saying I am a good cook ???

Sun Sign
Trust me I am yet to find out! My Hindu horoscope says I am a rare combination of Arian arrogance and Piscean humility but for official records it is Gemini !!

My idea of enjoyment
It gives me an amazing thrill and satisfaction if I am able to bring a smile on everyone around me and make them happy. In the words of Ghulam Ali - "Ghar sae masjid hae bahut door chalo yu karle, kise roote hue bachche ko hasaya jaye."

What I hate most is PAPER WORK !!!!! Hellooo is 'someone' listening ?????

Name: Jaikishin Chhaproo

Designation: Manager - Group Media - Godrej Consumer Products

Sun Sign: Leo, 13 August 1973

Educational Experience
Bachelor of Engineering (Instrumentation) - 1994. Vivekanand Education Society's Institute of Technology (VESIT), Bombay University.

Post Graduate Program in Management Studies (Marketing) - 1997. Somaiya Institute of Management Studies & Research (SIMSR), Bombay.

Professional Experience
Joined R.K. Engineering in 1994 as Sales Engineer - Designing & Marketing of Control Valves & related accessories.

Joined Plus Channel early 1997 handling media research & acquisitions of serials & movies marketed by Plus.

Joined Wipro Consumer Care in Feb. 1999 as Manager - Media, handling the media requirements for brands like Santoor, Wipro Baby Care, Wipro Corporate Identity (Sunflower logo).

Joined Godrej Consumer Products Ltd in June 2001 as Manager - Group Media.

Job Profile
Handling media for Cinthol, ColourSoft, FairGlow, Godrej No. 1, Godrej Ezee etc. Besides this I coordinate for the media requirements for Group Companies Godrej Sara Lee, Godrej Foods, and Godrej Agrovet (Real Good Chicken).

Marketing as career choice
After doing my engineering, I joined a marketing firm- R.K. Engineering and worked for a year only to realize that I could not do this for the rest of my life. I opted to study further and so decided to do my MBA and joined Somaiya. I was actually planning to specialise in Finance.

Somewhere then I firmed my mind and decided to seriously consider Marketing as the field and make a career in Media. Maybe it was based on the down trend in the finance sector.

Once my mind was made - all roads ahead were towards a career in advertising. Be it my projects or summers. I would actually approach agencies and interact with client servicing heads and media directors to understand the various facets in advertising.

Must surely take this opportunity to thank all those good Samaritans. A very special mention to Ms Sumita Das - who was very helpful. Thank You Sumita.

Current Marketing scenario
Thankfully the market for most categories has revived close to normalcy. Unlike a few years back when all we could hear and see was recession. Every other person was jumping onto the dot com jamboree. As far as the categories I have worked on - the market will take maybe a year to two years to start showing a positive swing.

Right and wrong about the current marketing scenario
The marketers have pampered the consumer and spoiled his/her purchase behavior. I think we have taken "Customer is the King" a bit too literally.

Where is the (loyal) consumer? Have you seen one lately?? The consumers are today loyal to brands offering them gold coins, foreign trips etc?? Till Stocks last.

Five years from now
Buying Media.

Hobbies
Fishes. I have an aquarium at my place. I keep adding more fishes almost each week. Besides this, while traveling I usually prefer to move with a book. I usually enjoy fiction and have read all the books of Sidney Sheldon and Jeffery Archer. Currently I am enjoying the collection of Ken Follet. Besides this I enjoyed Why Men Don?t Listen and Women Can't Read Maps. The Alchemist is my favourite book.

Idea of enjoyment
Usually try to spend weekends with my family and plan weekend outings with my wife.