1999 feels like a lifetime ago… a time when I was thriving as a Group Account Head in the advertising industry. Managing a portfolio of brands was my forte—I ensured campaigns were flawlessly executed, built strong client relationships, and delivered results. My role was demanding but structured, and at the end of every month, my paycheck landed in my account like clockwork. Life was comfortable, predictable… and safe.
But deep down, I felt this nudge… a quiet but persistent voice that said, What if there’s more? I loved what I did, but I kept wondering: What if I could build something of my own? What if I could create an agency where creativity met strategy, and together they transformed brands? That thought became the seed of Paradigm Plus.
Taking the Leap in 1999
At just 22, I made the leap. I walked away from the comfort and stability of being a Group Account Head to start my own advertising agency. It wasn’t an easy decision. I was stepping away from a defined role, a secure paycheck, and the safety net of a well-structured agency… into a world filled with uncertainties.
Starting Paradigm Plus was about more than just creating an agency. It was about fulfilling a dream… a vision of building something meaningful that could make a difference for brands. But the transition from a domain expert to a business owner was far from smooth.
From Domain Expert to Jack of All Trades
As a Group Account Head, my world revolved around client servicing—managing relationships, ensuring campaigns were delivered on time, and making sure every client left the room happy. I was good at it… but I had the luxury of focusing on one thing. There were teams to handle production, creatives, media, and finance.
When I started Paradigm Plus, all of that changed. I was no longer just managing accounts—I was wearing multiple hats, stepping into roles I had never imagined:
- Production Specialist: When production teams weren’t available, I became the go-to person. I spent hours in printing presses, learning the nuances of printing techniques. Over time, I mastered the trade, ensuring every campaign was delivered flawlessly.
- Art and Copy Lead: With limited resources, there were times when I had to create designs myself. I taught myself basic design skills and experimented with design software to fill the gaps.
- Media Planner: I didn’t have the funds to hire a dedicated media manager in the beginning. So, I learned media planning, media strategies, and execution from scratch… eventually leading to Paradigm Plus earning the prestigious INS accreditation in 2010.
- Digital Pioneer: When the digital era took off, I knew Paradigm Plus needed to evolve. I observed how larger agencies transitioned to digital, learned what resources were needed, and structured our team to deliver digital solutions seamlessly.
The shift from being a specialist to becoming a generalist was both overwhelming and empowering. Each new role stretched me… challenged me… and taught me something invaluable.
The Role of Being a Lifelong Learner
If there’s one thing that’s defined my journey, it’s my attitude of being a lifelong learner. Every challenge was an opportunity to grow. I wasn’t afraid to roll up my sleeves, ask questions, and figure things out.
I sat in printing presses and learned production processes. I dived into media strategies, digital marketing, and performance campaigns. I even studied account planning and brand strategy from larger agencies, applying those insights to take Paradigm Plus to the next level.
When digital services became a must-have for agencies, I spearheaded Paradigm Plus’s evolution into a truly 360-degree media company. Today, we offer everything—print, OOH, radio, films, and digital—ensuring our clients get the best ROI under one roof.
The Challenges and Wins
The challenges were endless. I was no longer working within a structure; I was building one. There were months when client payments were delayed, and I had to dip into my savings to pay salaries. There were nights when I questioned whether I’d taken on more than I could handle…
But every challenge shaped me. Every setback taught me resilience. And every win, no matter how small, reaffirmed my belief in my vision.
The biggest wins? Watching Paradigm Plus grow from a one-woman dream to a thriving strategy-led creative powerhouse. Expanding from Pune to Bangalore and Mumbai. Earning the trust of clients who’ve stayed with us for over two decades. Building campaigns that didn’t just look good but delivered results.And most of all… seeing the impact we’ve made—not just on the brands we’ve worked with but on the people who’ve been part of this journey.
Reflections on the Journey
Starting Paradigm Plus in 1999 was one of the hardest decisions I’ve ever made. It meant stepping away from comfort and embracing uncertainty. It meant taking on challenges I wasn’t prepared for. It meant risking failure… and learning to rise above it.
But it was also the most rewarding decision of my life. This journey has made me stronger, more empathetic, and more purposeful. It’s taught me the value of relationships, the power of creativity, and the importance of strategy.
Today, Paradigm Plus stands as a reflection of everything I believe in: creativity that inspires, strategy that delivers, and a commitment to helping brands succeed.
To anyone standing on the edge of a dream, unsure of whether to take the leap, I’ll say this… Do it. The road will be hard. You’ll face sleepless nights, endless challenges, and moments of doubt. But you’ll also discover strength you never knew you had. And the joy of building something truly your own? That’s priceless.
Here’s to dreaming big… staying curious… and building legacies that last.
Warm regards,
Ashika Sarkar
Founder, Paradigm Plus
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