Aravali Institute of Management

Spirit of Enterprise

A Presentation on
Anand Halve

Presented by:
Vikram Singh Charan
 Introduction
• Anand Halve is the co-founder of chlorophyll, the
brand & communications consultancy.
• Prior to this, he was the head of Quadrant.
• He has to his credit, setting up Pathfinders, the market
research division of Lintas.
• He has also set up India’s first TV audience survey,
cinema monitoring services and election polling
research.
Contd…
• Halve is well known for his strategic acumen and
creative work. With many blue chip brands
including Lakme, Blue Dart, Dabur, Britannia, Hero
Motors, Titan, Standard Chartered and National Egg
Coordination Committee (wrote the line “Sunday ho
ya Monday, roz khao anday” ) to name a few.
• The IIM graduate, has served number of industry
bodies including AAAI, ASCI and Ad Club.
• He is an avid Urdu poet as well.
• By the time I completed the programme at
IIM-A, the choice was between marketing and
advertising. I was short-listed by Hindustan
Lever, but Lintas made the job offer on
campus itself, and my life in advertising began.
• He has extensive experience in advertising and
in research for advertising, having worked in
Research and Account Management at major
advertising agencies including Lintas,
Rediffusion and Enterprise, before chlorophyll.
• He did his graduation in science.
• He had options like IAS, Bank PO and new field that
time i.e. Management.
• He had no burning desire to do management but he
gave CAT and made it to IIM-A.
• Marketing became his interest. He was influenced by
his Prof. Labdhi Bhandari and Subroto Sengupta
(advertising).
• At placement, he was selected by Lintas, which was
led by Alyque Padamsee.
• Anand joined Research Division of Lintas and soon
became fond of advertising.
• He then switched to client servicing and account
management in the front line.
• He left Lintas after 8 years.
• He also worked for agencies like Clarion and
Rediffusion for short period.
• Then in 1988, Anand joined “Enterprise”, which run
by Mohammed Khan.
• Well-wishers told Anand that joining, Enterprise was
not a good idea.
• But the partnership worked in right way, as Anand
used to take decisions for “What” to do and Khan will
decide for “How” to do.
• In 1994, Anand became Director of “Enterprise”.
• This was the time, when leading agencies were
selling off their stake to multinational agencies. And
Khan was one of those who have not sold his agency.
• Anand and team mates told Khan that selling off the
Enterprise will not be a good idea.
• But took his chances and started discussions with
Lowe.
• Meanwhile, Nexus, started by IIM-A graduate Rajiv
Agarwal had discussions with Lowe for merger.
• As a result, Enterprise Nexus Communications came
into existence in 1996.
• But the merger did not worked well from the very
beginning, as Khan and Rajiv had personality clashes.
• Anand stayed in Enterprise Nexus for a year and a
half.
• Then Anand was offered to run Pratibha, and he
accepted but his idea for doing things for Prathibha
was not accepted by the management.
• This event made him to think to become an
entrepreneur.
• Thus, Anand became entrepreneur out of
circumstance.
• Meanwhile, Kiran Khalap (CEO & CCO of Clarion) was
also experiencing the same thing (of not enjoying the
work).
• So, Kiran and Anand decided to start a
communication consultancy.
• They decided that they will work on fee and not on
commission.
• They also decided that there will be direct
involvement of top management with every client
and campaign.
• So, in this way Chlorophyll came into existence.
• By intention Chlorophyll was kept as a small
company.
• Marico was the first client of Chlorophyll in which it
worked upon Parachute and Sweekar cooking oil.
• Chlorophyll focused on Brand & Corporate Identity.
• Chlorophyll uses 3 yardsticks for accepting any
project:
• Either it gives money, or
• It gives fame, or
• It gives great joy.
• Anand also wrote a book called “Planning for Power
Advertising”.