CHLOROPHYLL

science.
-Anand

-Dropped

out of medicine and completed graduation in

gave the CAT and made it to IIM-A.

-Joined the research division of Lintas and quickly fell in love with advertising.(worked for 8 yrs) -After short stints at agencies like Clarion and Rediffusion, Anand joined Enterprise(1988). -Stayed with Enterprise Nexus for a year and a half.

Continued to explore options in advertising. Meanwhile Lintas was in the process of buying Pratibha a family owned agency of the Kirloskar group and they made Anand an offer to make Pratibha to get used to international norms. Decided enough is enough, time has come to get out of this circuit. Somebody else is going to run the agenda as long as you are not driving it. Started chlorophyll, a consultancy which focused on clients brand & corporate identity buliding.

The name CHLOROPHYLL embodies core values:- CREATIVITY & EFFICIENCY were five people in the founding team: Anand, old friend(Kiran;CEO,Clarion), an art director (Nalesh), copywriter (Gangadharan) and an account planner (Manjunath Hegde). accident but design that ensured chlorophyll would not be a very large company.
Not There

Company worked on three yardsticks

3Dimensions

Project undertaken gives money

Project undertaken gives fame

Project undertaken gives joy

In 2007, chlorophyll generated Rs 5 crores in fees. Chlorophyll although a profitable agency, yet prefered to use different yardsticks to measure that profitability. Instead of per capita billing it used per rupee manpower. How productive is each rupee of manpower? Every decision is driven by the satisfaction levels as well as lifestyle desired by the entrepreneurs.It's a space they have created where they can just be, not forcedto be.

-Do what you love(follow your heart & intuition) -Have a vision(attract avengers who understand your vision & fuel your ideas into world changing innovations) -Ability to connect the things.(Creativity leads to innovation) -Sell dreams,ideas,motivations & not just products.
-Say

no to 1000 things(be proud of what you dont do just as about what you do). insanely great experiences(overwhelming).

-Create

Master the message.

your heart. (The brain can do many things,but only the heart can answer the meaningful questions of life!) * Think of the intangibles you value first and let them determine the tangibles. * Dont defer your joy at a beach today, for some imagined future weekend in Las vegas

Follow

is not an end in itself. (Profits are important but are not the only thing in a business...)
Money

* Create love and affection in your workplace. (People give up their lives for what they love but no one will do it for an EBIDTA.)

yourself with like-minded people. (You cant plan together, if the guys at the table are Gautam Buddha and Genghis Khan.)
Surround

your Dos and Donts, before you start. Postfacto, any act can be justified.
No

Define

deal is worth losing your self-respect.

Finally, if you dont laugh enough, your business model is probably wrong!