Interviews

Tell us something about your company and its business

Started about 12 years ago Maitri has come a long way and added some very prestigious clients to its portfolio. Headquartered in Chennai, we have successfully branched out to other parts of the country and even outside. Other than Chennai you'll find a Maitri in Cochin, Coimbatore, Bangalore, Delhi and the Maldives. It was only recently that we opened shop in the capital.

What instigated you to start Maitri?

Well, I've been in advertising for quite some time now, having headed Rediffusion and Mudra Communications previously. So the transition wasn't too tough. Moreover, having been in this field before it was but logical to start something that related to my expertise and experience. Even my partner shares a similar background, having been with Mudra Cochin before.

What sets Maitri apart from the other players in the market?

We're a small agency that provides all the services of a large one. We might not have the flabby layers and layers of people found in a large agency, but that only adds to the positive. You won't find any of the negatives of a large agency in Maitri. We're more a lean, mean set-up that delivers on promises quickly. Today that's a necessity, because people look for relevant responses at the shortest possible time. They're definitely not willing to wait because there is always someone else ready to take the lead, and it is here that Maitri scores, because our turnaround time has always been almost immediate.

Any plans for expansion?

We just opened up our branch in Delhi, so that is it for now.

What sets Maitri apart as an employer?

We're a very flat organisation that has the necessary hierarchical rungs. But what makes it different is that like every other advertising agency, there is no radical line of demarcation in the hierarchies. It is certainly not pronounced as the usually existent structure found in a corporate set-up.

How does Maitri empower its employees?

We don't follow a calendar as such when it comes to training programmes, but whenever something interesting new avenue for growth or evolvement arises; we make sure that our employees are given the chance to take advantage of it.

Have you always been in advertising? How was your beginning?

Though I've predominantly been in advertising, I did not start my career in this field. From selling cigarettes to even garments, I've tried my hand at different things, before I landed here. Though they were short stints in India, Nigeria and Indonesia, it has definitely added a dimension to my career that has come in handy when we opened shop.

The advertising, marketing and branding industry is considered to be synonymous with glamour. Would you agree to that universal perspective?

The glamour is all how the outside world sees it. There is the usual drudgery or even more in this industry. Yes since most of the people who are part of this industry get into it young, there is this all prevailing feeling of youngness and partying. But that's not all there is, because a person who chooses this vocation has to shed blood and tears, and toil for years to get anywhere ahead. The competition is definitely fierce. However the good side is the high degree of informality that is part and parcel of the work-culture in this field.

So what according to you would a person need to create a niche?

Success here is directly proportional to talent and capability. A lot goes into it, from perseverance to dogged focus and undoubtedly the will to rise against the odds. What will be taken into account here is how well a person manages to not just bring-in but sustain clients. The industry is built on clients' loyalty so being able to meet their needs appropriately and impressively and creatively delivering on promises is a prerogative.