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Rising Star: Paramjit Singh Talwar, Group Account Manager, Triton Communications

Armed with a post-graduate degree in business management, Talwar walked into the corporate world with much enthusiasm, only to realise his heart was somewhere else. He talks to about what he loves about advertising and why he is eagerly waiting for a sports brand to come his way

Paramjit Singh Talwar

Fresh out of a post-graduation course in business management, Paramjit Singh Talwar took the first opportunity that came his way.

“I started my career with an online solutions company. I was very much excited to enter the corporate world and grabbed the first opportunity that came my way.”

Talwar was with the organisation for about 18 months, working in business development. When he left the organisation and was scouting for other options, one of the suggestions that came his way was advertising.

“I went for an interview at Eggfirst Advertising and Design; it was for a business development role. I happened to crack the interview and that is how my journey in advertising began.”

After having spent about a year at the ad agency, Talwar moved to Triton Communications. Talwar joined Triton Communications in 2013 as Senior Brand Executive and has been there since.

Speaking about his time at Triton, Talwar said, “I have been with Triton for five years now and to be very honest, I don’t even know how these years went by. The best things about Triton are the work culture and the people. There hasn’t been a dull day in Triton, so far, for me. The one other thing I like about Triton is the open-door policy. Everyone, including the directors, here are approachable.”

In past five years, Talwar has worked on brands across verticals, handling clients like Yes Bank, United Breweries (Kingfisher), Godrej Properties and among others.

On the most challenging project that he has worked on so far, Talwar spoke about a banking client for whom they had to churn out two TVCs in a week. Everything from the ideation to the shoot had to be done within a week and that, for Talwar, was both challenging and fulfilling.

The project he had the most fun working for was for a client in the grooming category.

“I really enjoyed working for this project because it gave me the opportunity to understand the category as a whole. Grooming is a very interesting category and while working on the project I came across a lot of interesting consumer psychology and that was a really enriching experience.”

The thing that Talwar really likes about advertising is the openness and the informality associated with the field and the challenges that the profession throws at him daily.

“In this field, you get to use your mental facilities and ideate daily. As a person, I like learning new things and knowing new people and that really is what keeps me interested in the profession.”

According to Talwar, his biggest strength is the energy he brings to everything he does and his biggest weakness is that he can’t say no.

Talwar loves sports and everything related to sports. Although he hasn’t worked on a sports brand yet, he is waiting eagerly for the opportunity to arrive and believes that if not advertising he would have ended up doing something related to sports.

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