Describing Anil Kapoor as a ‘Rain Maker’ is a bit of an understatement. He is much more than that; he is a ‘Storm Trooper’ more than a ‘Rain Maker’. When he joined an ailing Ulka Advertising everyone in the ad agency business were surprised how a dyed-in-wool marketing man, who had spent 15 years+ in marketing could be trusted to turnaround a legacy agency. Most experts gave him one year. The charitable ones gave 18 months. But he proved all of them wrong. When he moved out as the Regional Head of FCB around a decade plus back, the Indian arm had hit the top three slot, consisting of two full service agencies, a media agency, with specialist arms in digital, direct, consulting etc. He managed to achieve a remarkable turnaround by focusing on a few fundamental beliefs. Firstly he built a great team, though I am saying it myself. He identified key people who were in Ulka who he decided to retain and promote. He hired just a few from outside. To his credit he managed to retain all of them right through his 15+ years as the MD of the agency. Secondly he proclaimed that the client’s business was the agency’s business. The agency adopted the mantra of living and sleeping with the client’s problems. He shunned awards and PR to the extent some thought the agency was too inward looking. But it was part of his strategy of focusing on the client’s business. If the client does well, the agency will do even better. The third principle was of being P&L oriented; so he pushed his team to ensure they were adequately compensated by clients. He took an active part in industry level debates on the merits of the media commission system. Along with several industry leaders he ensured that agencies did not succumb to undue client pressures. Finally he loved working on brands, with his sleeves rolled up. Nothing was too small. The music in an ad. The voice over’s quality. The body copy in the print ad. He used to work crazy hours and during peak campaign development days there was nothing like day and night. Obviously when you work day and night, you will end up raising a storm. Rains will follow.