"Be Su­per-Pas­sion­ate About Your Work":

RA­HOUL BHAAR­GAVA, CEO, Cre­ative An­tenna Me­di­a­works

India Business Journal - - CONTENTS -

Ra­houl Bhaar­gava, CEO, Cre­ative An­tenna Me­di­a­works

Ra­houl Bhaar­gava is the charis­matic and vi­sion­ary founder and CEO of Mum­bai-based Cre­ative An­tenna Me­di­a­works. A loved and pop­u­lar ra­dio jockey and pro­gramme di­rec­tor for over seven years with Ra­dio City, Ra­dio Mirchi and MY FM, his shows - Kalbhi Aa­jbhi and Chandni Ra­teein - re­main iconic ra­dio shows that have set the pace for theme-based pro­grammes on ra­dio in the coun­try.

Mr Bhaar­gava has taken his skill, ex­per­tise and in­nate un­der­stand­ing of what au­dio con­sumers want to a whole, new level at Cre­ative An­tenna. He has dis­rupted the game in many ways, and with his team, he of­fers clients an au­dio ex­pe­ri­ence like never be­fore.

The Cre­ative An­tenna chief was ear­lier re­gional head (con­tent de­vel­op­ment, ac­qui­si­tions and al­liances) of Spice Dig­i­tal. In­ci­den­tally, a rude shock with re­gard to his suc­cess­ful ra­dio show led him to wade into the world of en­trepreneur­ship. In 2008, Mr Bhaar­gava was at the height of his ra­dio jockey ca­reer at Ra­dio City. Around this time, he was asked by the man­age­ment of the ra­dio sta­tion to take up a pro­ducer's role. The man­age­ment was ap­par­ently ad­vised by the find­ings of a sur­vey that the time slot he was op­er­at­ing in would be served bet­ter had it been al­lot­ted to a fe­male show host. Mr Bhaar­gava im­me­di­ately de­cided to quit and start some­thing on his own. Thus was born Cre­ative An­tenna, which has been grow­ing by leaps and bounds in the past few years.

With a BSc in Marine Engi­neer­ing from BITS Pi­lani, he went on to pur- sue an Ex­ec­u­tive Pro­gramme in Busi­ness Man­age­ment from IIM, Kolkata. In his free time, Mr Bhaar­gava spends time with his four dogs and delves more into his first love of mu­sic, lis­ten­ing to leg­ends like K L Sai­gal, Mukesh, Kishore Ku­mar and other great singers.

With a right mix of pas­sion and busi­ness acu­men, Mr Bhaar­gava is now set to ex­pand Cre­ative An­tenna's of­fer­ing across dif­fer­ent client cat­e­gories and into in­ter­na­tional mar­kets. Draw­ing in­spi­ra­tion from the late Steve Jobs, the co-founder of Ap­ple, will cer­tainly help Mr Bhaar­gava take his com­pany Cre­ative An­tenna to greater heights. In an in­sight­ful in­ter­view with Sharmia

Chand, Mr Bhaar­gava shares his man­age­ment thoughts and prin­ci­ples that have helped him move up the cor­po­rate lad­der with ease and elan.

Your five man­age­ment mantras Be su­per-pas­sion­ate about your

work: Pas­sion is ev­ery­thing. Be­ing an en­tre­pre­neur is a 24X7 jour­ney, and there are no week­ends, and there is no break what­so­ever in your jour­ney. If you have pas­sion, your en­tre­pre­neur­ial jour­ney will be en­joy­able. What­ever comes out of your mind needs your heart as well. If your mind is present but your heart is not, there is no pas­sion. Fol­low your pas­sion

and make a dif­fer­ence. Pas­sion will help you build a great team which is as pas­sion­ate as you are. Be orig­i­nal in terms of busi­ness ideas and vi­sion: An en­tre­pre­neur should al­ways be orig­i­nal. Our re­sponse needs to be tai­lored to our strengths and not to the strengths of our com­peti­tors. You should al­ways be orig­i­nal. Re­think, rein­vent, and then present your ideas. If two or­gan­i­sa­tions pro­vide the same of­fer­ings, one is un­nec­es­sary. Be­ing unique is hard work. Do­ing what has never been done re­quires cre­ativ­ity, ded­i­ca­tion and risk.

Be de­tail-ori­ented: Lay your ideas down to your staff and sub­or­di­nates in crystal-clear form so that they com­pre­hend your thoughts and fol­low your vi­sion. An en­tre­pre­neur should al­ways know the nuts and bolts of his or her. De­tails are of­ten over­looked in the at­trac­tion of overnight suc­cess.

Be money-con­scious: Ev­ery idea that comes out should ei­ther gen­er­ate money or cre­ate value, or else it should be dumped. A lot of ideas get killed mid­way be­cause of a lack of money; some get thwarted in the bud it­self be­cause one is un­able to raise the cap­i­tal. It is very im­por­tant to be money-con­scious and to cre­ate ideas which gen­er­ate rev­enue or thrive on a self-sus­tain­ing ba­sis.

Peo­ple are the key: It is very im­por­tant to find the right peo­ple for the right job. This can make or break your or­gan­i­sa­tion. Hire smart peo­ple, and do not cut cor­ners while hir­ing them. Re­mem­ber, if you pay peanuts, you will only get mon­keys!

"Ev­ery idea that comes out should ei­ther gen­er­ate money or cre­ate value, or else it should be dumped."

A game that helps your ca­reer

I would love to play a game but don't get an op­por­tu­nity. While talk­ing to my team on phone, I take long walks. I also do var­i­ous forms of car­dio work­out and oc­ca­sion­ally hit the gym.

Turn­ing point in your ca­reer life

It was the year 2008. I was work­ing as a ra­dio jockey in Ra­dio City. I had a suc­cess­ful ra­dio show run­ning. Overnight, my ra­dio show was stopped be­cause the man­age­ment came up with some sur­vey which said that a fe­male show host would do bet­ter in my time slot. I was of­fered a pro­ducer's role. I de­cided to quit and start some­thing of my own.

Se­cret of your suc­cess

I am ex­tremely pas­sion­ate as an in­di­vid­ual. I have great tenac­ity. So, when I get an idea that I be­lieve in, I then go all out to make it hap­pen. I am also good with peo­ple and un­der­stand how teams and or­gan­i­sa­tions are built.

Your phi­los­o­phy of work

Be pas­sion­ate about your work. Ev­ery idea that comes out should ei­ther gen­er­ate money or cre­ate value. Sim­ply be­ing good won't do. You need to be great at your job ev­ery day.

Any per­son you ad­mire

Steve Jobs; he dreamt of im­pos­si­bil­i­ties and made sure that they be­came pos­si­ble. This re­quires vi­sion and lots of hard work. He was fired from his own com­pany but showed re­mark­able courage to fight back and re­turn as the CEO. This showed his grit and de­ter­mi­na­tion, which are nec­es­sary traits to do well in life in any sphere.

Your favourite books

Not A Penny More, Not A Penny Less by Jef­fery Archer; it was my first book that I read fully back in school and was mighty im­pressed. In­ci­den­tally, it was Mr Archer's first book too.

Your fit­ness regime

Lots of long walks and a bit of gym in be­tween

"Be orig­i­nal in terms of busi­ness ideas and vi­sion. Our re­sponse needs to be tai­lored to our strengths and not to the strengths of our com­peti­tors. If two or­gan­i­sa­tions pro­vide the same of­fer­ings, one is un­nec­es­sary. Be­ing unique is hard work. Do­ing what has never been done re­quires

cre­ativ­ity, ded­i­ca­tion and risk."

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