Making an art of marketing

ASH Lalgith’s laidback character belies the graphic talent of this gifted artist. Smooth, calm and never ruffled.

Lalgith is the founder and owner of Magnitude Marketing Consultants, specialising in marketing, advertising and related fields. The 51-year-old started the company in 2001 and is still upbeat about graphic design.

He’s from a family of two sons and a daughter, his mother was a housewife and his father taught at Clairwood Boys’ School. He matriculated from Reservoir Hills Secondary and attended ML Sultan Technikon to pursue a career in graphic design.

How did Magnitude Marketing Consultants begin? Lalgith says: “I have always been business-oriented and knew early on that I would never work for someone.

“During my studies in the 1980s, I took up a position as a graphic artist at a company that was then considered the foremost publishing house in the country.

“After spending a decade learning the tricks of the trade, I moved on to being a political cartoonist at a now-defunct newspaper.

“After a short stint there, I went on to become a designer/illustrator at an NGO called The Community Education and Development Trust, based in Chatsworth.

“They focused on early childhood development. When they closed, I decided I was competent enough to venture out on my own and so Magnitude was established.”

Does he have regular clients? “We have established a healthy client base in the past 16 years. Some have come and gone, there have been losses and gains. But that is the nature of business and we move on. We do try to establish new business contacts.”

Asked if he thought graphic design had been his calling, he replied: “My passion has always been the visual arts. My passion for illustrating began from the time I picked up a pencil. Drawing • Do not be afraid to work hard. • Persevere. • Most of all, believe in yourself. caricatures came naturally to me and I enjoyed it.

“During my short stint at the newspaper, I gained a wealth of knowledge and understanding of what political cartoons were about, thanks to the former editor.

“It’s amazing how a caricature in a political scenario can tell the entire story without words. In 2004, my team published a tabloid newspaper called The Observer, which was marketed and distributed in Shallcross and Chatsworth. Although it was short-lived, the knowledge I gained from the community and the interaction was amazing.

“Later, playwright Kessie Govender and I collectively published a magazine called The Alternative. That was when I received calls from clients about book publishing and was commissioned to design and publish several.”

He has since designed and published many books, brochures, magazines, newspapers and portraits.

Each project has Lalgith’s personal touch.

How does he manage his time and what hobbies does he have?

“I hardly have any spare time and if there is any, it’s spent either with my family or alone watching a good movie, TV series or a documentary.

“I also enjoy gardening, a casual tennis match or taking a run on the beach. These things help me de-stress.

“Meditation and yoga help me maintain some shred of sanity.”

Why should people use Magnitude Marketing Consultants?

“We offer a personalised service. Our establishment has been around for 16 years and is still growing.

“Simplicity is the key to success, and we try as much as possible to advise our clients to keep things simple, with as little complication as possible.

“Things work a lot easier that way.”