Offbeat: Shamsuddin Jasani – In the driver’s seat

In our constant endeavour to give our readers content that is a little ‘hatke’ from the trade media norm, Adgully has been coming out with Special sections like The W-Suite, Ad Land’s Young Guns, Spirit W and ‘Offbeat’. 

Our newest offering, ‘Offbeat’, seeks to give a glimpse of the lesser known facets of our very well-known industry leaders. We present, in the industry leaders’ own words, an interesting read on areas that are not usually highlighted in regular media coverage – be it about their childhood days, secret skills that they possess, how they unwind from their hectic schedules, and much more. 

Fondly known as Shams, Shamsuddin Jasani, MD, Isobar India, has been in the digital industry for close to 14 years across agencies such as Hungama, Mediaturf and Apnaloan, before launching Isobar in India in 2008. Since then, he has grown the agency from zero to over $25 million in billings. 

Shams is one of the few people who has experience as a media owner, agency and client. He was one of the first people to introduce the concept of ROI based marketing in India in his stint at Apnaloan, the pioneers of lead based marketing in India. 

How you were as a child and which childhood trait do you still possess?
As a child, I was an all-rounder. I was good at sports and studies in equal measure. I was an all-rounder in my cricket team as well. That’s what I have carried forward. I do believe my biggest strength is that I understand and excel in every part of my work life, which allows me to look at the big picture. 

Which superhero did you look up to as a kid and why? Which superhero power you wish you possessed?
Again, here as well it might sound clichéd, but as a child I was always in awe of Superman, because he was the best at everything. If I had to choose that one strength I wish I could possess, then it would be to be present at multiple places at the same time. To get more done. 

What is your biggest fear and how do you face it?
My biggest fear is being stagnant and not moving ahead in life. Be it personal or professional. You lose relevance if you are not changing and moving ahead. 

A skill you possess that no one knows about?
I pride myself on my driving capabilities. I am really good at driving. 

What would one find in your playlist?
A bit of everything – from the Beatles to Ed Sheeran, from Kishore Kumar to Arijit Singh. But my go to songs are Face Pace 90’s rock, especially when I am driving. 

Your go-to activity to relax?
Driving. I absolutely love driving. It puts me to ease. I don’t have a driver and I drive everywhere. 

What is the greatest lesson that you have learnt from life so far?
I believe that you make your own luck. Don’t wait for opportunities, create them. 

A social cause that you are most passionate about?
Helping underprivileged children and conservation of natural resources, especially ‘Save Water’. 

What’s the one thing you would like to change about yourself?
I would really want to get into fitness, I am inherently lazy when it comes to exercising. 

If not MD at Isobar, what would you have been? 
I think I would have been into some sport, either motor racing or cricket.