Al Adil Trading: Inspire the aspirers to grow
A decade ago, we emphasised on radio advertising to popularise our brand. Once, we had decided to launch a new promotional campaign for our products. Since applying new ideas from life to business has been my favourite, I asked our advertising agency to run an innovative campaign. I shared my idea to introduce more entertainment in advertisements. Movies have so much impact on the public mind that fans tend to memorise and recite the famous dialogues of their favourite actors. I suggested to our agency to use such dialogues in our promotional content to be recorded in the style of that actor with the help of a skilled voiceover artist. The creative team of the agency liked the concept and decided to work on it.
After some days the agency submitted a budget for the advertisement series. It was far more expensive than my expectations. When I asked the reason, the agency told me that the professional voiceover artists were asking for a hefty charge as their remuneration and there was no scope for any bargain. On hearing this, I advised the agency to search for any new and aspiring mimicry artist instead of the established seniors. Soon they found a young artist who was struggling but trying hard to make inroads into the film industry. He was humble and committed to his passion. He accepted our project and charged us reasonably. Later, our advertisements became so popular that people began listening and enjoying them frequently. That humble youth has now become a celebrity mimicry artist, actor and anchor. His name is Raju Shrivastav.
This incident inspired me to help the strugglers and soon it became a habit. Once a young sculptor from the small suburb of Badlapur, near Mumbai, heard my lecture on entrepreneurial development and got inspired. He corresponded with me and sent one sample artefact for my attention. It was a beautifully painted clay lamp. What fascinated me more was the way he packed the clay lamp so neatly and wrapped it carefully. I sensed his artistic and entrepreneurial skills, and gave him an opportunity to exhibit his clay products in our Dubai store. He got an enthusiastic response from our overseas customers and that was the stepping stone of his entrepreneurial career. He is now a seasoned exporter. His name is Nimesh Janwad.
Friends, we should always inspire and help the youth with an aim to create a nationwide entrepreneurial ecosystem. A pat on their back and a little push can really make a miracle. When I was in my 20s, I was a novice in business. I was being humiliated by the words like, "Business is not your cup of tea; you are better off serving someone". That time a hard working gentleman from Bangladesh, named Mullah Chacha, encouraged me and gave me the opportunity to earn the first profit in my life. Even today I remember his inspiring words and the assuring pat on my back.
Dr Dhananjay (Jay) Datar is the chairman and managing director of Al Adil Trading.