I write this as an ode for a ‘gentleman’ who has influenced many lives in a way only he could. Anyone who knew Vivek, knew that they knew someone special. Why am I writing this almost two decades after he left us for the stars? There is no straight answer. It may just be to let the universe know that a man, who left us two decades ago, is still remembered by everyone he ‘touched’, in a way only he could.
My journey with Vivek started in 1998 when I joined DIREM (India’s only full service direct marketing agency – a line he had proudly crafted). Four glorious years at DIREM have been the most precious years of my professional career. What I have learnt from Vivek has its weight in gold, even until this day.
I can still visualise Vivek in his cabin, with hands on his hips, ‘surveying’ the activity in office. He was the ‘heartbeat’ of DIREM.
- He could ‘connect’ with each one of us at our level: Truly a gift that he possessed. I have seen him engage with a CEO of a large organisation and/or the junior-most staff with the same earnestness and humility.
- Way ahead of his times: He talked about ‘Opt-in’ & ‘Double Opt-in’ in email marketing way back in 1998 – 99. Na?ve that I was, I used to wonder why this man is ruining our bread & butter business lines, direct mailers was our core revenue source. The email marketing & digital marketing has evolved exactly like what he had visualised.
- From ‘Pearl Jam’ to Hollywood, from sports to food, from books to cars – a man with varied interests & hobbies: I haven’t met a man who can could straddle so many hobbies & interests with ease and comfort. Most of the time, I stood in awe, just soaking it all in. He was so well read, he had a book on every topic.
- Concept of ‘elbow exercise’: This was his trademark line on a Friday evening – “Mr. Tralshawala, how about some elbow exercise?” He would take us (The DIREM gang) out for a drink almost every week. And then, we started taking him out for a drink. He would come to joints we could afford, making us as comfortable as we could get. Those times are etched in memory, as vivid as they could be.
- Innumerable hikes together: We have had innumerable treks to forts and hills together. Lohgad and Visapur near Lonavala was our regular Saturday hiking spot. Those were the times everyone could be himself or herself. Vivek never made anyone of us feel that we were on a trek with a MD of an organisation. He was one of us. We hear about bonding outside office, this was done in a most natural way.
- DIREM inside: He was so sure of the brand he was building. He used to say – “there will come a time when large organisations will say, they have DIREM inside”. That time has truly come. I have seen DIREMites do well & make a name for themselves across industries. All of us very proudly wear the badge of DIREM Inside.
- Personalised training program on proposal writing & excelsheets: Everything that I know about proposal writing and managing excelsheets is thanks to him. I silently thank him every single day for all the skills I learnt. I cannot imagine an MD of an organisation, spending hours with management trainees on proposal drafting and excelsheets. The importance of fonts, header, footer, formatting etc is now second nature. He used to say – “Your documents & proposals will travel to places where you will not be able to go, they should carry your signature”. This has stayed with me ever since.
- Fevicol ka jod hai, tutega nahi: My connect with DIREM and Vivek is like a ‘fevicol bond’. It will stay for life. The memories, the connect, the learnings are for me to cherish for life.
I am sure this tribute will resonate with hundreds’ of DIREMites who have walked through the portals of DIREM (Hansraj Pragji Building, E Moses Road, Worli - nostalgic, isn’t it?). I am sure each one has story with Vivek or about Vivek that has stayed with us for life. Tagging a few DIREMites to this article.
This tribute is just to express gratitude to the universe for conspiring in a way, that I could spend four formative years of my professional career with Vivek & DIREM. I am grateful & blessed!
Photo courtesy:
Mandar Bhure
How beautifully written. I can relate to every single word. Vivek was too ahead of his times. Even five minutes with him would intellectually refresh me and renew my energy. What I learnt from him stands in good stead even today. His love for music was legendary. His passion for data-led marketing was without parallel. I can’t help tearing up thinking about him. He continues to be a phenomenal inspiration. A beautiful human being, intensely brilliant had incisive wit. He would just come by and “Chalo, let’s get a beer”. His loss is irreparable. All I hope is that each one of us who was taught by him, continues to do justice to what we learnt. Thank you Neeraj for writing this price ????????????
Chief Executive Officer at Points for Good
1 年So well written Niraj. Mirrors the sentiment of all who have worked with him. Truly a legend.
Founder | Co-Founder | Investor | Mentor
1 年Beautifully articulated, and coming straight from the heart.
Professional in Loyalty Marketing Industry
1 年Wow, such a nostalgic article about a man who was a teacher, a mentor and an inspiration. Miss him even today so imagine what an influence he was in our lives. Vivek, you will never be forgotten, thank you for enriching our lives. And Niraj Tralshawala Thank you for writing this. ??