A Trained commercial artist, Sangeeta Gurjar started as freelancer in Nagpur before she decided to launch her own agency. So was born L’amour Advertising in the ‘’Orange City’ of Nagpur in 1984.
Things weren’t easy for a lone woman trying to make a mark in a city like Nagpur, which is the second capital of Maharashtra but still a small market from an advertising perspective. Her initial days of gathering business and winning clients was wrought with challenges, from facing the initial skepticism about the feasibility of running an advertising business in a small city to being almost a lone ranger, a lone woman ranger that is. “When I started my business in Nagpur, there were hardly any women in this field,” says Gurjar.
But never the one to give up, Gurjar continued her pursuit and soon enough, persistence paid off. Growth came, and L’amour Advertising expanded, with new branches in Secunderabad in 1996 and Mumbai in 2002. “Mumbai was a different show altogether. There were many big fishis and I was quite a small fish out there,” says Gurjar, and adds quickly, “I stand as a small fish even today, not allowing the big fish to eat me.”
Its forte, however, lies in print advertisements. One of her first clients in Nagpur was Godrej Boyce. Her other clients in the Nagpur region include Western Coalfields Limited (WCL), Maruti Suzuki for Vidarbha region of Maharashtra and the Nagpur Improvement Trust (NIT), for which L’ amour handles PR and Advertising.
Other clients include Maharashtra Airport Development Company Limited (MADC), MIHAN (Multi-modal International Cargo Hub and Airport at Nagpur) and Mahindra and Mahindra Financial Services Limited.
The future growth plans include exploring, and growing expertise in the television medium. “I am looking at television media.”
Growth should come in a different way now.
We have done enough of print. The next step should be television media. This is a new area that I want to get into,” says Gurjar. Gurjar is optimistic about the future of the agency, and has her daughter now helping her with the business. “What I am looking for is the younger generation joining the agency,” says Gurjar. “The new generation, I feel, can do better than me.”
Gurjar says her aspirations for the agency will continue to grow. “If you keep the business alive, then step by step you are going to move upward,” she says,