Be proactive, committed and result-oriented. These are the simple yet powerful objectives that Paramin Advertising and Marketing Associates propagates, building on the work ethic of its founder and CEO, C S Parameshwar and his outlook to good living and working.
For a young man who started his career with Sterling Advertising in 1975, launching his own agency in 1983 at the age of 28 was a challenge. He was advised against the plunge by many, including well established names in the business. But that only steeled his resolve, making him even more determined to succeed. That determination has been seen in his work, and there has been no looking back.
Agency: Paramin Advertising and Marketing Associates
Clients: Government of Maharashtra, Maharashtra State Road Development Corporation Ltd, MHADA, Sydenham Institute of Management Studies, Bharat Aluminium Company Ltd. (Balco), Vedanta, Reserve Bank of India.
Head of Agency: C. S. Parameshwar
Paramin is headquartered in Mumbai and runs associate offices in Delhi, Trivandrum, Dubai. The agency received accreditation in 1985 and has been positioned as an advertising and marketing solutions provider. The agency has over the years handled a number of assignments, like the 1983 campaign that had the ‘dhak dhak’ girl Madhuri Dixit to model Paithani sarees. It’s been a star studded journey since, with a number of celebrities like Kalpana Iyer, Shabana Azmi, Naseeruddin Shah and Dipti Naval.
Apart from advertising, Paramin’s forte is PR and Events. The agency provides a range of services like advertising, strategy, planning and research, creatives, media planning, print and production, telecast and broadcast ad films, radio spots, corporate films, digital advertising, public relations, events and exhibitions, outdoor publicity etc.
Though Paramin has a wide base of clients, its main clients come from the government/public sector. “The government needs speed and I offer it,” says Parameshwar. Some of Paramin’s clients include the Government of Maharashtra, Maharashtra State Road Development Corporation Ltd. Maharashtra Housing and Area Development Authority, Maharashtra Maritime Board, Directorate of Technical Education, Sydenham Institute of Management Studies, Bharat Aluminium Company Ltd. (Balco), Hindustan Zinc Ltd, Vedanta, Air India Express, Reserve Bank of India, Indian Bank to name a few. It has also handled the political and election campaigns for both the Congress and the Nationalist Congress Party in Maharashtra.
Paramin conceived, devised and executed a strategic campaign, which kicked off with an informative campaign (independent advertisements) on Sales Tax, followed by the announcement of the Profession Tax amnesty scheme. Once the amnesty scheme became popular, through its strategic media planning, the agency recommended a “consequence” campaign to prompt deliberate evaders to come forward and pay the tax. The last lap of the campaign was the “reminder” focused on the last date. The publicity and communication exercise worked well, and helped the Sales Tax Department collect an unprecedented amount of over Rs. 104 crore, says Parmeshwar.
“I am a continuous learner,” says Parameshwar, who takes time out of his busy schedule to attend various training programs, from Ayurveda to ‘One Minute’ Manager.