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Ad land’s Young Guns: Paramjit Singh Talwar, Triton Communications

Paramjit Singh Talwar, Group Account Manager, Triton Communications, started working with a web solutions multinational company named EXA Web Solution as a Business Development Consultant. After a brief stint with the company, he joined Eggfirst Advertising as a Business Development Manager.  

Talwar joined Triton as Senior Executive - Client Servicing in December 2013. He changed his profile with Triton as he was keen to pursue his career as a Brand Custodian (Client Servicing).  

In the past 5 years, Talwar has worked on brands across verticals, handling clients like Yes Bank, United Breweries (Kingfisher) Godrej Properties, Gingercrush.com, Samco Securities, Adjavis Venture (Layer’r), etc. 

He is an astute learner and a self-motivated person with high interest towards Brand development and management. What does it takes to climb up the ladder in advertising? Here’s Paramjit Singh Talwar in his own words... 

How did you get into the role you are serving?
I was working with an agency as a Business Development Manager. There I was motivated towards servicing. Post that I joined Triton Communications, where I started performing in a full-fledged servicing role. The way I think and behave, I feel servicing is the one thing that is a perfect fit for me. 

What particular skill sets do you think you bring to the table?
Being a servicing guy, I have sharp observational skills that help me understand consumer insights. From what I have been told by my colleagues, I am good at relationship management and have a very positive outlook towards problems, looking at them as opportunities in disguise.

How did Triton Communications come about?
I was scouting for agencies of repute which could give me an entry in a Servicing role, as I was not interested in doing Business Development and had all my focus channelised towards Servicing as a profile. 

I shared my profile with Triton Communications and they were keen on having me in the role of a Senior Brand Executive. Over the years, I’ve grown in Triton and today I am a Group Account Manager with them. Today when I look back, I feel it was being at the right place at the right time which led to the right decision of joining Triton. 

Icons in advertising you look up to and how they have influenced you and your work?
Ali Merchant and Munawwer Syed are my mentors. I really admire them for what they have done for advertising and the way they heralded creativity and client servicing in advertising. They have truly created a brand that is famous for making other brands famous!

Claude Hopkins, Bill Bernbach and David Ogilvy were also great advertising pioneers. Whenever I get time, I read about their approach on advertising and I feel even today their approach and way of thinking about advertising is relevant and will always be.

What are the five most productive things that you do in your everyday routine?
As soon as I get up, I give gratitude to the universe for the beautiful day that I will spend. Before starting my job, I close my eyes and concentrate on breathing to relax myself. I end my day by paying respect and gratitude to the universe for all that has happened during the day. I am also a keen observer and I keep observing hoardings and messages that are thrown to you on daily basis during travel. 

Do you think a career in advertising is a viable one in the long term?
Of course, as long as there is business, there will be brands, and as long as there are brands, there will be a need to be differentiated; and as long as they need to be differentiated, a brand identity needs to be created and who better than advertising to create this! 

What does it take to succeed in a career like advertising?
I think loyalty can give you success in any career. Loyalty to your agency, your brands, your consumers and lastly, loyalty towards great ideas. 

What would be your advice to youngsters planning to enter this industry?
Buckle up and be ready for a roller coaster that is enjoyable from the beginning to the end. 

Where do you see yourself in five years’ time? Is there any agency/ organisation that you would like to work with in the future
I would like to take my current agency to a higher glory so that it becomes THE place for youngsters to join in the future. 

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