He sought to do the same with brands. Yes, they were there to make money, but he also knew the importance of building brands that faced these obstacles. reversal Time and transaction – through love and feeling, and through connections that felt personal.
When I first met him, Pradeep was already a big name in the media. He helped make Response, the parent company of The Times of India, a strong force in the advertising sales function of BCCL. India had made an unsuccessful bid to host Asia’s largest biennial advertising conference, responding to a scathing remark from a senior industry CEO that we should stop bidding for these major international conventions as we see them. Can never win, Pradeep Guha and Gautam Rakshit decided to take the courage to bring Ed Asia, as it is called, to India in 2003. I was drawn in, and thus began a relationship, as did industry compatriots and dear friends. He acted like a man. No description was too small, no potential speaker or sponsor was too big. And he did what he had prescribed. He made Ed Asia 2003 the most memorable Marketing and Communications (Marcom) event of its time.
Pradeep was originally an advertising industry person. Known to the world for his film festival Cannes, Pradeep made his advertising festival almost famous among Indians; If Cannes became an annual pilgrimage for the creative fraternity, it was thanks to them.
She helped bring zip and zing to Filmfare and Femina magazines in the 1990s, and to their award shows and beauty pageants. Femina Miss India became multiple winner miss World and Miss Universe. He was also involved in the launch of Bombay Times. All keep a close eye on brand-building.
He is perhaps the only MARCOM professional to work in print, electronic and digital modes. He joined Zee as CEO, and during his tenure, it rose to a leadership position. He also tinkered with producing films, but felt that was not his cup of tea.
Along the way, he garnered more accolades and headed industry bodies both Indian and international that one cannot count. He was to be inducted into the Hall of Fame of the Asian Federation of Advertising Associations in 2019, but since Ed Asia was held in Lahore, it was withdrawn and will be presented in Macau this year.
If Pradeep the Professional was remarkable, Pradeep the Person was amazing. His somewhat reserved demeanor may initially be misconstrued as arrogance by some, but I can attest to the fact that he was one of the kindest men I have had the privilege of knowing. He was a man with a big heart, always ready to help a friend or a colleague in need. Their annual Diwali party at home was a testament to their many, many long and lasting friendships across the spectrum.
He was really one of a kind. When he told me about his illness in early August and administered me an oath of secrecy, I was sure it was another battle he would win.
We had a ritual where I celebrated his birthday every June in a restaurant with just him and Papiya, Gautam and Vidita, Devi and I. This year we could not due to the Covid restrictions, and Gautam is no more. I called him and promised that I would host a big party next year for the youngest 70-year-old I know. Well, heaven had better prepared for some mega event. Pradeep Guha has just entered the campus.
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