The Bourne Supremacy - Robert Ludlum (Book Review)

Let me get this straight...Robert Ludlum is not Chetan Bhagat. So if you are looking forward to this being a casual read, do not pick up the book. But if fast-paced, well narrated thrillers with a complex plot excite you, welcome to the world of Jason Bourne.

As David Webb continues his internal struggle with the help of his (now) wife Marie and his psychiatrist Mo Panov, in a peaceful university campus, the CIA just cant leave him in peace. Prof. Webb is dragged into another plot by the government agency, so that he can save the world(or atleast a part of it) from disaster. The initial part of the book puts a lot of emphasis on the transformation of David Webb from being the sedate college professor into the feared Jason Bourne. Why exactly he undergoes this transformation, is something i wouldnt like to reveal.

Bourne's journey in the plot makes for interesting reading as it gives you a peek into the colonial Hong Kong and the communist China in the 1980's. Some details about Bourne's past, not mentioned in the earlier book, are also revealed. Almost most of the characters (that are alive) from the first book, play a part in this one. Was a little disappointing however, to not have Carlos the Jackal back as the villain.

Do expect some violent scenes in the book. Unlike the first one, Jason Bourne isnt trying to find out his identity, he is out to kill.

There are a certain amount of twists and turns, like the appearance of a duplicate Jason Bourne in the plot, but dont expect too many of them. This aint Sidney Sheldon either. The focus is on the action and the plot, not the mystery.

Anyways, I cant wait to pick up the next book in the series. Happy reading to you all!

Rating: 7/10

- Jai.

How I Got Into Advertising, Got Wild and Got A Life!!! (And also learnt how to plagiarize famous book titles…)

(An article for IMT Nagpur)

As a part of the Placement team for IMT-N I still remember waiting at the Percept office in Mumbai, at 7 pm that December evening, knowing well that the train back to Nagpur was going to leave within an hour. But such was the passion to work in an agency, I just had to get an Agency on campus, even if it meant taking the bumpy 18 hour bus journey on my way back (And making other team-mates do the same).

About forty-five minutes and another hard-selling attempt later, I realized that the agency would hire only post-March(that’s when most agencies get new hiring budgets). We, were looking to close placements by January. “Well then, ok sir... it was a great pleasure meeting you! And when can we get back to you?”, said the jubilant junior accompanying me. “I, will get back”, was the stoic reply.

I knew he wouldn’t.

Not that he didn’t want to. But for some reason, (which is still not clear to me) advertising agencies rarely have an HR department and so, a clear recruitment policy. Recruitment happens through references almost all the time and salaries are either decided by the Admin dept. or the head of the agency(depending on how big or small the agency is). And yes, I did miss that train.

Oh well…two months later, just had to settle for a high-paying, high-flying, be-in-a-suit- everyday IT sales job in Dubai. Couldn’t have possibly left the campus without a job you know!

Six months post-joining and a relationship later, I was wondering whether life was going on the right path. Was what I was doing, really my strength? Was it what I wanted to do for the rest of my life? Not that the current job didn’t give me a chance to use my marketing knowledge, but seriously, how much of your creativity can you use in an IT sales job?

Decision made.

Back in India and without a job, I applied to a couple of Ad Agencies. They all said they’ll get back. A month later, I was still without a job.

As luck would have it, a friend happened to be working at one of the best below-the-line(BTL) advertising agencies in Mumbai. And as luck would have it further, I happened to call him on a day he was looking to hire someone. Three days later I had my offer letter in hand. Jai Pangaonkar, Account Executive – Client Servicing.

Everything’s not that easy though, when you join the ad world. Especially if you happen to have an educational loan for your MBA. Agencies frankly don’t pay you much. And it rarely matters if you are an MBA. It takes a lot of guts and even more passion to take the plunge.

But boy…once you are there…don’t expect miracles! (Gotcha!). Like me, you are most likely to start off checking copy of an ad for spelling mistakes. And then be part of a brainstorming session where everyone talks so much, you start wondering whether you have any knowledge at all.

It takes about a month to understand the true working of an Agency and its people. And yes, it is as much about understanding the people inside, as it is about your creativity and client-handling skills.

For all of you wondering what Client Servicing does here’s a pictorial representation:

Yeah, basically you get your ass kicked from all sides or put in other words, Client Servicing is the common touch-point between the client and the various departments within an agency.

Note: This is the advertising world from a client servicing guy’s point of view. From a creative persons point of view, the representation of the same image would be:

Anyways, more or less a month into the agency, I had a good hang of managing people and their egos. If you can do that, you’ve got it done in this industry.

As far as clients go, come prepared thinking they are never going to be intelligent. Also keep in mind You are going to become a client some day. (As and when you shift to the ‘other’ side)

It is crucial to understand how a clients organization works. Whom does your client report into. What kind of a boss he/she has. Because all these will directly affect your client relationship. For example, if a client(who would generally be a marketing manager) has to take feedback from her own boss, plus a departmental head(Lets say a sales head), he/she is going to take longer to revert on a creative than a client who has to report into one boss. These minor things will tell you how and when to react to your clients feedback.

If you are thinking that client servicing means chilling out and partying and a lot of girls, you are thinking right. But it also means a lot of late-nights (without the girls), a lot of client pressure and amazingly irate creatives trying to kick your ass all the time. If you are lucky you might also get to go on a photo-shoot or two (Yes. I went on one)

But all in all, advertising’s a fun world. You get to wear what you want(most of the times), nobody expects you to come on time(except your client) and you get a great outlet for your creative cravings. Mix that with some of the not-so-fun things above and you have a really interesting industry which has a lot to offer to those who have even something to offer to it.

- Jai Pangaonkar

(The writer is an alumnus of the 2006 batch of IMT Nagpur. Currently working with TEQUILA\, the BTL arm of TBWA\ worldwide, he is also looking out for a new job. If you have one in mind or have any queries on advertising you can mail him on: jai.panga@gmail.com)

Save a little for a rainy day...

Oh, how I love the rains! The different smells, the greenery, the cool winds and not to forget the unnamed holidays, the puddles(or ponds??) in the Mumbai roads and the fresh hot pakodas right off the streets. And it was raining alright on that July night as I stepped out of my iContract office at Worli. And as usual, I had lost my umbrella for this year. (Yes sir…it’s a resolution. One year-One umbrella, or else I would end up losing/buying 3-4 of them every year!) After some thought I decided to get soaked and go home rather than wait for the heavens to stop leaking.

Now the Bombay rains have a strange bonding with street food. For some strange reason they make the food smell better. Or then maybe, it’s the fact that you have the entire set of family, friends, colleagues and not to forget, the media shouting out loud not to eat street food in the rains, which makes it even more attractive. Whatever the reason, the Choohas in my tummy were having an F1 race. Time to binge!

As I removed my wallet (yeah..yeah…leather does get damaged in the rains) for some yummy pani-puri, the Choohas suddenly got a yellow flag…I had a measly seven rupees inside(Girls, that’s not always the case) . Hmmm…which means one rupee to spare if I got on to the regular bus. But not even that if I decided to take Bus No.87(Limited). I think the BEST has gotten the meaning of Limited completely wrong. It’s not as if it’s a ‘Limited Edition’ bus, is it??? So why charge more???

I reached the bus-stop cursing my luck. Just then my extremely sensitive(and big) nose caught a familiar whiff. A peanut vendor! Aha…the magic of one rupee!!! As I was about to proudly ask him for a small ‘ek-rupaiye-ki-pudiya’… there she was…in all her glory…Bus No.87…(Limited). So much for the peanuts…it was ten thirty in the night. Might as well rush home and eat ‘safe’ ghar-ka-khaana.

As I sat in the bus, there was a sudden sense of regret for having rejected that pack of peanuts and not waiting for a ‘Un-Limited’ regular bus. As the rains hit the window hard, the McLaren chooha seemed to be in a real hurry. The conductor asked me, “Kuthe Zayche Aahe”, and I responded in a mechanical tone, “Kalanagar”. To which he said, “Saha rupaiye”. Saha rupaiye??? Six rupees??? Huh??? All that dilemma for nothing??? My poor li’l peanuts!!!(pun-unintended) Khair chhodo, (Seng)daane daane par likha hai khaane waale ka naam.

When I got down at the Kalanagar bus stop, it was still raining and heavier than before. After crossing the highway, I suddenly noticed fumes coming from beneath an umbrella on the other side of the road. There were two possibilities. 1) Mallika Sherawat(Yes I like her, no matter what the world has to say) was giving a sizzling dance performance or 2) It was a peanut vendor!

Battling a considerable amount of late night traffic in the harsh rains, I crossed the road. It was almost magical-that moment. I almost felt like SRK running inside the summer camp gate in KKHH to the back ground score of Raghupati-Raghav-Raja-Ram. The smile on my face was as broad as Tabassum's waist. And it was a smile of victory :-)

There he was, looking up at me, his smile a little incomplete because of a broken tooth. “Kya doon saheb”, he asked. I replied with an extremely warm and toothy smile, “Ek rupaiye ka Sengdana” (Daane daane pe likha hai khaane waale ka naam meri jaan!). As the smile turned to a frown, he replied, “Ek rupaiye ka nahi milta hai, do ka chahiye toh batao”. Walking away with a sarcastic smile I thought, “Oh, How I love the rains!!!”

A lovebird in the sky...

Saturdays are meant to sleep in. Not to see your driver holding an injured lovebird in his hands saying, "Sir kawwa log isko mar raha tha". But then I wasn't meant to land up in advertising as well.

She(or he, I didn't really check) was an extremely stupid pure-white in color. I mean the chances of predators spotting a white lovebird are even more than spotting Aishwarya Rai in Bombay Times. We tried to make her fly...but she cudnt make it beyond my high jump record. Solution: Convert your settee into a temporary cage and keep her there...till you find a real solution.

After about two hours of brainstorming within the family, we decided that we need to call PETA. Apparently PETA was aware that ignorance exists in this world, hence they have an automated voice screaming at the top of her voice when you call them up. And she tells you that if you have any injured animals...its the SPCA you should call.

The SPCA is a government run organization...it was a saturday morning...a holiday...for me.

Three phone calls(to three different people)later we were in touch with the right person. Ms. Manjula told me to that all I had to do was bring the bird to the animal hospital in Lower Parel. But couldnt they arrange for someone to pick it up? Well, its a government organization...and it was a Saturday...a holiday...for me. So they couldnt pick it up.

As i went downstairs, bird in a closed fruit basket, the neighboring uncle's driver was standing in the compound. A suspicious look later, he asked me what I was carrying. A lovebird, I said. With a completely expressionless face he told me that he could take care of it. I knew there were many unemployed vets in the country...but had never imagined they would become drivers! Turned out he wasnt a vet, but had a collection of Lovebirds caged at home.

A 10 minute gyaan session later I was enlightened about many facts about lovebirds, including one which says that lovebirds die soon if they dont have a companion. Yeah. I know how that feels.

ITS DILEMMA TIME!!!

It was so tempting...give this bird to the uncle, go home and sleep. It finds a mate, gets food and its potty cleaned for the rest of its life. And it stays happily ever after!!!

Wait a minute...happily ever after? Sanju baba didnt look too happy after being 7 days in jail(maybe it was cos he didnt get his potty cleaned). Hmmm...a free life..flying in the clouds and all that...a nice nest in the tree and freedom to choose what to eat. How much was that worth??? Decision made.

A TRIP TO THE SPCA...

The Taxi driver kept finding potholes better than a kingfisher can find fish. The bird kept fluttering. Once at the SPCA, and after locating the hospital(which surprisingly is in an extremely good state), I filled up around 3 forms, donated a 100 bucks and signed a note saying that I did not own the bird(you can go to jail if you own and cage a lovebird). As I saw them putting her into a much bigger cage than my fruit basket, I wondered aloud about where these birds are released after they become OK? National Park mein chhodta hai sahab...was the response I got. Nice place to be...the National Park...esp. if you are a lovebird ;-)

As she fluttered in the cage, I said a silent goodbye and made a small request to God...Hope she finds a companion soon...cos otherwise...lovebirds die.