‘In Pratap Bose, I had a friend and partner who I could trust completely’

I've had the joy of seeing two facets of Pratap Bose's personality. First as a fierce competitor and later as a fabulous partner.

As competitors, it was always our respective agencies that came first. He would be safeguarding his agencies' interests, whether Ogilvy or Mudra. I would look after my businesses at JWT and Rediffusion, subsequently. Through the years, there were many places where our paths crossed. There would have been victories and regrets for both of us. Which didn't mean we carried knuckle dusters and hockey sticks when we met. There was always room for good humour and camaraderie.

I got to see a completely different side of Pratap when Rediffusion partnered with The Social Street for our media business. He was extremely resourceful and always ready to help.  We built on each other’s strengths. We could invest in media research tools. Our existing businesses got to interact with a solid media and outdoor set-up (with Mandeep Malhotra and Samir Khanna adding to the power of the team). And, we could go into new business pitches with a complete single window offering which made a big difference. Naturally, new businesses started pouring in. When State Bank of India wanted to consolidate their business from seven agencies to one – we were the agency of choice. Plus, there was an enviable list of new businesses – LIC of India, L&T, Indian Oil Corporation Limited, Make In India (Government of Maharashtra), Magnetic Maharashtra (MIDC), Government of Maharashtra (Performance Index), Lupin, Savsol Lubricants, Liebherr Group and Deutsche Bank, to name a few.

I moved on from Rediffusion and now have my own company, ShiftAxis. Subsequently, Pratap moved on from The Social Street. In this back-stabbing, dog-eat-dog world, I had a friend and partner who I could trust completely. Though he was ailing I had never expected that the end would come so soon. There’s a lot we could have done together. Unfortunately life has its amazing twists and turns.  Rest in Peace, my friend.  I will remember you fondly, forever.