This ad appeared at a time when large-sized
recruitment ads in full colour were the exception rather than
the rule. Elgi Equipments Limited was looking for a General
Manager (Marketing) who could think differently and could wear
"different hats" with ease in challenging times when
markets had to be looked at globally, rather than locally.
A leader in the manufacture of Air Compressors and Service Station
Equipment, Elgi also wanted to announce the changes within the
organisation which was transforming itself to be a serious contender
in the global market. The ad doubled as a corporate
ad which gained exposure for the company's vision and succeeded
in drawing attention and quality responses from all over India.
