Life has been an interesting dash for Sanjay Pugalia, Editor Awaaz. An arduous yet thrilling journey in the business of news where the burnout rate is perhaps the highest. Definitely not a rollercoaster ride, but a twenty five year long career path where Pugalia was always lured by the desire to evolve and do something different.

We are sitting at the Awaaz office in Lower Parel which is abuzz with activity. We settle down in his cabin for a t?te-?-t?te, as his recalcitrant telephone continues to buzz and vibrate every minute. I am all prepared for a wonderful and drawn-out conversation when Pugalia tells me, "actually, I've a sore throat. Meri Awaaz thodi kharab hain." But then getting him to talk about his channel Awaaz does the trick. Though slightly shy and reluctant to talk about himself, Pugalia slowly drops his guard over a cup of steaming hot coffee and gets talking.

Reminiscing about his early years, he says, "My early years were all about living in a joint business family. My father used to deal in jute, textiles and food grains. But somehow, I was very sure that I didn't want to be in business. I always wanted to do something different that would directly deal with people and their lives. There were other options like being in the IAS/IPS, but I was never serious about my studies. In fact, while in school I used to question to myself, as to `why were we being taught whatever we were being taught.'

Pugalia spent his formative years in Sahibganj in Bihar. Those were the days of social activism, the youth movement in the midst of great socio-political changes. With a glint in his eyes, he recalls, "the 80s were a period when the media became extra-conscious and vigilant about democracy, due to emergency declared by the then prime minister. As a teenager, I was influenced by the student movement and once happened to catch hold of a weekly called Ravivaar edited by the late SP Singh. That magazine influenced me a lot and I knew from then on that journalism would be my calling in life."

So, inspite of stiff opposition from family and friends, Pugalia left home, moved to Mumbai in 1982 to join Navbharat Times at a salary of Rs 2000. He recalls, "it was a big decision then, because of my business background and also because journalism wasn't a viable career option then."

Listening to him tick off the course his life has taken, I realise Pugalia has a knack for cutting through the heart of things which has taken him to the dizzying professional heights he is today. Always the one to take on challenges, he started off with investigative stories, economic offences and politics.

After a good ten year stint with Navbharat Times Pugalia shifted to Delhi. Recalling the old times, he says, "I got on to the hot beats of politics and journalism. And the 90s were a happening period in terms of government change and economic reforms. After a three year stint with the Business Standard, he seized another opportunity by joining Aaj Tak as Deputy Executive Producer. He says, "those were the times when Aaj Tak was in the process of launching a channel. We used to revere SP Singh as God and when he asked me to work with him we had to make things happen. Also, it was the right time to be in television news; since it was nascent and evolving."

Pugalias' first break as an editor came with Zee News in 2001. He says, "this was an opportunity to establish live television in the country with events like the Agra summit and Gujarat riots. Working under Subhashji was the most enriching experience. He would interact, give his ideas but never would he say do this or that. We had the complete editorial freedom there.When the next challenge came in to launch Star News from Mumbai, I was all set for it. On a personal level, I was itching to get back to Mumbai."

I ask him whether he's been a rolling stone all his life. "Well, I did stick around for more than ten years in print, then five years in Aaj Tak; but the desire to do something different is what keeps me going. Also, one has to be prepared to take on challenges when the right break arrives."

Moving from the general news space to launch a niche channel for the Raghav Bahl promoted CNBC-TV18 was the next big challenge. "Call it luck gain or right timing but once when I had just send a casual sms to Raghav; he gave me this challenging offer. The challenge was to move away from politics and launch a niche within a niche."

I ask him whether he now enjoys his success? Rather matter-of-factly, he says "I am still a reporter at heart. But what is exciting is I get to meet a new breed of entrepreneurs, traders and retailers who are shaping up our new economy."

I am a peoples' person
Stress is obviously a part of the game. But Pugalia believes in being charged all the time. "I hardly take any leave and believe in constantly training my colleagues. News is a people intensive job and fortunately I am a peoples' person. I believe in delegating and developing the second, third and even for that matter the low level executives, so the process and the system is strong. I believe, either you're a journalist or you're not. Or everyone who passes out of a journalism school cannot make it as a good journalist.

Relaxing mantra
"I hate Page 3 parties or for that matter having lunch/dinner with the powerful le cr?me de la cr?me is not my trip. Also, money has never been a motivating factor in my life. I am not really brand conscious.

Over the weekends I spend time with my wife who has throughout been very supportive in my profession and about my odd working hours .On Sundays we either catch up on a movie or go for a quiet dinner. I love to spend time at the Sea Lounge in South Mumbai.
I love to travel. Recently, we had gone to drop my son for undergraduate studies in the US. We had a beautiful holiday when we went to Germany, Boston, and Las Vegas. I would recommend Las Vegas to everyone who loves to travel."

Name: Anjali Kapoor Garg

Designation: Marketing Executive - BBC World Sun

Sign: Scorpio, 30 October 1977

Educational Experience
I did my B.Com from Mumbai University.

Then went on to do a Masters in Business Administration with a marketing specialization from the Sydenham Institute of Management, Mumbai, not too long ago.

Professional Experience
Tried my hand at accounting in college - hated it!

Spoke to a few people from the media planet, did a few assignments with them - loved it!

Got a brilliant opportunity to work with BBC World right after post graduation in 2001 and grabbed it!

I started as a Sales Planner - Advertising Sales, for a year, gathering market knowledge and sharing it within the organisation. Moved on to meeting media planners, buyers and brand managers to book airtime revenue and handling marketing for BBC World. Managed to lose both weight and sleep but gained remarkable experience!!

Working on managing one of the world's top brands' created a strong urge to devise new strategies to make this brand top of mind for viewers and advertisers.

I knew I had to manoeuvre my career to building brands. My senior managers recognised my enthusiasm and decided to give me the responsibility of initiating and managing marketing initiatives for BBC World in India.

Job Profile
I thrive on brand building and awareness campaigns in India for consumers as well as trade/advertisers. Creating and executing contests, promotions and events also forms an exciting part of my job. Besides being a custodian of the brand, I derive special pleasure in bouncing off innovative promotion ideas to my team and brainstorming campaign specifics with them.

Television as career choice
This one is surely getting me thinking?. The dynamism of this industry - television being one of the most impactful audio visual media reaching around 80 million viewers who can be segmented in a zillion categories - is reason enough to entice me to be a part of it.

I find it highly challenging to be innovative in this highly competitive environment to connect with this vast spectrum of people.

Current Television scenario:
Conditional access systems (CAS) is probably the most clich?(d) word as of date. Updates come in everyday and currently one can only act as a sponge absorbing all information.

News is a new blockbuster in the television scenario. The news genre is currently witnessing a sea change with the number of news channels on the increase. As news is so high on people's agenda it is interesting to note that with the entry of a number of news channels in the Indian market shortly, there will be a plethora of international, national and local content available for viewers.

Being in such an environment, precise audience definition, speaking the viewer's language, delivery of a superior product and employing relevant communication tactics, are the keys that will help give anyone the edge.

Right and wrong about current Television scenario
There is a lot happening in the TV industry. Changes have been big and quick. It is difficult to predict what's going to happen in the future but one thing is for certain it is going to be very challenging and exciting!!!

Five years from now
I would definitely be involved with brand management and would still be a part of the media wonderland. My career would definitely be on a high, and I may have featured on most 'newsmakers' sessions giving away some gyan!

Hobbies
Music, Music and more music.Idea of enjoyment
A day away from laptops and ringing mobiles? lying under a coconut palm, on a beach, with a cool breeze blowing, reading a book and sipping pinacolada!!

Name: Dhawal Katkar

Designation: Brand Manager - Godrej Consumer Products Limited (GCPL)

Sun Sign: Cancer, 25th June

Educational Experience
I did my MBA from Symbiosis Institute of Business Management in the year 1997.

Professional Experience
For three and a half years I was with L'Oreal and since the last two and a half years I've been with GCPL. Most of my experience is in brand management.

Job Profile
Brand management, new business development. Scouting for brand takeovers and acquisitions to fuel company growth is the crux of my job profile.

Marketing as career choice
My prior work experience exposed me to part of marketing. I really liked what I was doing and so I decided to make a career in it.

Current Marketing scenario
The current marketing scenario is becoming increasingly complex and challenging due to high competition and more emphasis by consumers on better "value for money" products.

Right and wrong about current marketing scenario
The present day hot topic is wrong advertising - especially the fairness cream fiasco that's going on. I would never like to associate myself with such a problem as NGO's are playing and will continue to play a very strong role in the future in any business.

Five years from now
I see myself continuing in FMCG marketing as I find it very challenging.

Hobbies
Reading and oil painting.

Idea of enjoyment
My idea of enjoyment is to gang up with a few friends; go for a drink, listen to some good music and have a few laughs.

Educational Experience
I've done my philosophy honours from Mithibai College, Mumbai and thereafter I did a media course from the same college.

Professional Experience
I started my career at the age of 17 as a trainee with well known TV personality Siddhartha Kak. After that I was an assistant on a show called Zee Premiere Show. Later, I also directed the show.

Once I gathered some experience I set up my own production company called Sainet Communications. We were producing software for Zee TV. We produced 52 episodes of Zee Talkies. It won the best show award at the RAPA (Radio and TV advertisers practitioners association of India) awards a few years back.

While I was working on these shows I worked on Weekend Cinema which aired on Zee Cinema. This was Zee's in-house show and directed the show for them as a freelancer.

Amidst all this I also tried my hand at PR. I handled the PR for Arjun Sablok's directorial debut movie Na Tum Jaano Na Hum and also handled his personal PR.

Prior to my stint with television as a producer I provided creative input for a show called The Kiran Juneja Show. I was also the audience coordinator for the same.

Currently I'm the creative producer for a show called Bollywood Tonight which our company Applause Entertainment produces for Zee Cinema. We compile the best stories of this show and air it on a show called Bollywood Gupshup on Zee TV.

Job Profile
As a creative producer I have to see to it that we produce a good show both in content and looks. So the entire look of the show is my responsibility.

Television as career choice
I had not thought about getting into this field so it was not a deliberate move on my part. My dad has been associated with the media for a long time now and so it was a very natural move on my part to get into this field.

Current Television scenario
There was a phase when there was a boom in the television market and then after a while there was the same regular stuff, then again there was a boom. So the industry has been very unpredictable with ups and downs.

It has been noticed that if a particular soap or programme gains popularity among the viewers, 10 other soaps of the same genre will be on air within no time. For example when family dramas gained popularity, so many others came up with the same. And it has also been noticed that sequels seldom work.

Everyone wants to work on and around an already successful formula. No one is breaking away from the mould that is already there. The industry is in need for some good television software. Five years from now
My dream is to make a film one day. What I am currently doing is just a stepping stone to that ultimate goal. So hopefully five years from now I should be starting my own movie.

Hobbies
I am a total music freak. I love all kinds of music whether it is English or Hindi. I'm not into rock or metallic stuff but am more of a soft music lover.

I love to read also but I don't get enough time to do so. I'm not a voracious reader but if and when I do find time, I read books on philosophy rather than the regular fiction novels.

I also love dancing and have learnt Bharat Natyam and Kathak. I am also a movie buff. I love watching all kinds of cinema but not necessarily Indian cinema.

Idea of enjoyment
I am basically a person who enjoys going out for a meal with friends. I am not the partying kind. I have been to a disco twice in my life and have absolutely hated the experience.

I am more of the kind who would love to go out on drives or a walk on the beach. My sense of enjoyment is something very subtle and quiet.

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.

Name: Manish Gupta

Designation: Head of Sales & Marketing, Agrani Wireless Services Ltd. (AWSL)

Sun Sign: Scorpio

Educational Experience
Schooling from St. Mary's Academy - Meerut.

Graduation from Meerut College - Meerut.

Management from BIT Mesra.

Professional Experience
In the 15+ years of my professional career, I've been on the receiving end most of the time. Yes, you guessed it right. I have been in Sales selling different products and services with some sanity coming from marketing and business development functions.

I too, have had my moments of glory when I was marketing Zee TV in UK and Europe. That assignment gave me tremendous international experience and exposure and lots of fun travelling all over Europe.

For the past 5 years or so, I've been associated with the so called new age rage called convergence (a combination of IT, broadband and telecom).

My career so far has been a mixed bags winging between great heights and some depressing lows. All in all I would say God has been kind to me and life has treated me well.

Job Profile
AWSL would be soon launching "Digital Wireless Communication" services in India. The project would offer various modes of wireless voice & data communication bundled into one "Product and Service" offering.

As head of sales and marketing, I would be responsible for sales & marketing functions for the proposed service. Currently I am involved in project development activities and Analog Radio Trunking operations.

Marketing as career choice
Developing marketing strategies and working out different tactics hones one's analytical skills, which goes a long way in developing ability to handle milts functional activities. Having good analytical skills is like having a robust and open architecture integration engine, which enables one to integrate with and master various skills.

The other important thing, which a combination of sales and marketing does for you is - develop the right attitude. And not just towards clients and customers. Having or developing the right attitude in life can provide success and happiness not only in your professional career but in all spheres. Be it professional life, relationships or outlook towards the society at large. Most importantly, the right attitude helps one to become a good and genuine human being.

Current Marketing scenario Marketing today has gathered a huge momentum the world over. More and more businesses are realizing the worth and potential of this tool for developing their business by leaps and bounds.

Gone are the days when closely held family businesses relied upon word-of-mouth publicity and loyal patronage. With competition getting more and more intense by the day, even the most loyal patrons are lured away by competition through a combination of price and attractive offering.

Right and wrong about current marketing scenario
The market today is witnessing some very conservative businesses coming out to adopt an aggressive marketing approach. Even small businesses allocate a substantial part of their budget to marketing activities. And the new age entrepreneur is all too aware of the effectiveness of this tool to not have a marketing plan in place.

The success of many products / services predominantly because of innovative and effective marketing strategies has also given rise to a new trend - proprietary businesses and individuals promoting their wares through a well thought out marketing plan similar in approach to that of a corporate. There is no question about it - marketing along with sound financial planning is the most important combination to determine the success of any business.

There is a flip side too. One of the negative bi-products of marketing is hype. Sometimes unrealistic, larger than life hype can be very dangerous to the overall success of a business. The other is unethical behaviour by certain players in the market. This is most evident in advertising campaigns. Though the overall standard of advertising has gone up appreciably, particularly in the third worlds countries like India but sometimes the competitiveness goes overboard. Certain campaigns witnessed are definitely in bad taste and can be clearly classified as below the belt.

Ambush marketing and advertising is another malady of the new age aggressive marketing approach. Though the actual advertisers may have a different perspective, the fact remains that actual product / service is hid behind a practically see through veil and the viewer is sufficiently discerning to realize this. Nobody is fooled except perhaps the ones who first impose such flimsy censorship and then choose to look the other way.

Putting an innovative, effective and cost efficient marketing plan is dependent on a large number of factors, which need to be analyzed in great detail. One needs to get to the nuts and bolts of each aspect to be able to put together a successful plan and hence it is inappropriate to theorize or hypothesize on a generic approach.

However, at the risk of being incorrect, I would say that a marketing plan in many ways is like a cricket one day innings - well paced - definitely aggressive in the beginning and sustaining during the middle overs. The end overs will depend on how the innings has unfolded in the previous overs.

To curb the malpractice associated with marketing / advertising, regulatory authorities are the ones who can play a predominant role by imposing practical and workable censorship. The advertisers and media planners should also take a conscious call. Many a times, despite being aggressive and innovative, marketing plans have failed to make an impact on the overall success of the business.

Marketing gurus are bound to have different perspectives about what is good or not so good, what will be successful or not so successful. The viewpoint presented over here is completely personal and merely a reflection on the current global marketing scenario. The success or failure in most occasions cannot be correctly hypothesized. In the end, it is in the hands of two factors - God almighty and Public.

Five years from now
Make loads of money. Get to the top. Take a break. Go on a one year round the world trip. Come back and hit the deck running.

Hobbies

Travelling - My ultimate dream is to be able to travel and see every nook and corner (figuratively) of the world. Playing & watching cricket - I could actually miss an important family function for a game of cricket.

Idea of enjoyment
Food, friends and a cricket match.