AS you walk into the offices of Heros’ Publicity Service, you are greeted with a large display board full of print ads that might tell us the history of this 62-year-old firm. “We have come a long way,” says Geeta Sadarangani, partner at Heros’, that was established way back in 1948 by Hiranand.
Among the earliest clients were Charagh Din shirts and Gala of London cosmetics. Since then, the firm has handled a number of large brands like Bajaj Electricals Ltd., Bajaj Sevashram Ltd., (now known as Bajaj Corp. Ltd.), Bajaj Hindusthan Ltd., Akbarallys, Shalimar Paints, Sathe Biscuit & Chocolate Co., Swan Pens, Advani Oerlikon, Travel Corporation of India and Endurance Technologies.
Some of the ads remain all-time favorites. The agency may well be remembered for the famous ‘jab main chhota bachcha tha’ ad campaign for Bajaj Electricals. “This ad film was conceived and executed from start to finish by the Heros’ team,” recalls Sadarangani. The services that the firm offers span across the advertisement spectrum, from print advertisements, television and satellite advertising, ad films to create corporate brand identities, packaging and designing and Below-The-Line activities.
“Corporate logos are our specialisation,” informs Sadarangani listing names of companies for which the firm has designed logos: Shalimar Paints, Charagh Din, Akbarallys, Advani-Oerlikon. The agency has recently done the logo for Endurance Systems as well as the latest logo for Bajaj Electricals. Over the years, the agency has also produced over 75 ad films with a number of film stars. Sadarangani has been working Heros’ for over 25 years, and remembers the time when the agency was actively doing media for their clients.
Says she, “We saw a lot of potential on movie channels and therefore we branded programmes for our clients, Bajaj Electricals and Bajaj Sevashram, in the early years of television advertising. We are also one of the pioneers in video advertising for our clients. These were stepping stones to get brand awareness for them.” The agency over time has deliberately focussed more on fewer, chosen clients and built that into a special relationship.
Sadarangani, who managed client servising and media planning all these years, has only recently become a partner with Neena Jethmalani, who has been looking after the finance and management of the firm for last 35 years. In a field that is dominated by some 20 big players, a small or medium sized agency has its work cut out. As Sadarangani sees it, the path ahead has its own set of challenges, but the agency will focus on aspects where it sees a growth potential.
“I want to concentrate on my design studio as well as ad film section where a person could come in for a corporate film,” says Sadarangani. The agency recently completed a corporate film for Endurance Systems, and is working towards building on its BTL activities too.