I was fortunate to work with Fali from 1992 to 2000. We were part of the ‘Special Projects’ team at Lintas that launched Titan-Timex in 1992 and Tanishq in 1994.
In 1998, we were called to be the Creative Heads of Lintas Bangalore. Neville D’Souza and I worked with Fali, Balki, Joe and the amazing team at Bangalore to create some industry-defining work – for Fastrack, indya.com, WALS Feast, Kissan Ketchup, Tanishq and Britannia ‘khao world cup jao’.
Fali was the boss. But none of us felt it. He was one of us. There was no authority – only opportunity. Fali never interfered with our work. He took it higher.
I remember the days were long. The nights were longer. The drinking at ‘Nightwatchman’ (the hyperlocal pub below the office in Bangalore) often ended up being Dawn-watchman. Sometimes Fali would join, sometimes the bill was confidently sent to him. It was all understood.
Fali had this signature style when he was figuring things out or when he was about to shoot one of his Fali-isms! His index finger would constantly twirl the hair over his ears. It was a unique code that had unwritten messages if you knew how to read them.
In a world where business chiefs behaved like corporate robots, Fali was unique. The thing is he didn’t have to try. He was a natural born icon. Whenever two or three people from Lowe Lintas gather, there’s always a Fali story. He is the fuel that keeps the Lintas fire burning.
After I left Lowe Lintas in 2000, I used to bump into Fali at Delhi airport. It was always a joy.
You would see him at the bar sitting on a high stool, his legs dangling playfully like a child. Fali always gave you a cheery hi! Once when he asked me what I was doing in Delhi, I told him that I was in Noida for a client meet. His quick retort was “I don’t go to Noida, they eat people out there” (Referring to Noida’s Nithari case.)
Fali was freedom’s child. He was not chained by corporate dos and don’ts. He waved his middle finger at the world with so much flair that you never felt the provocation. His instant mischief had poetry, wit and charm.
Fali brightened our lives and gave it cheer. He is part of a generation of mavericks who were magicians of the craft. Who loved advertising to death. In his passing, we’ve lost and found something of ourselves.
To which Fali would probably just say, “Big F, raja!!! Let’s drink!”
