“Hi IB. Long time, how you been?”

This is how I always imagined I would message you, Ibrahim Baloch. Guess I was too late, my bad!

How funny, just two weeks ago I was having a chat with someone, and your name came up about my doing a series of talks with directors and their perspectives and the change they want to bring through their work! Well, I didn’t get to do that, but don’t you worry. Your work, your legacy, speaks for itself.

You know, long before you became the household name that you are today, I used to quote your name as the gold standard for client servicing. I would often say, “I will consider you an account manager the day you start working like Ibrahim Baloch.” That wasn’t just a passing remark – it was a testament to the sheer dedication, precision and excellence you brought to your work.

You just knew how to get work done. Wait, scratch that! You knew how to get the best work done. Your ability to navigate challenges, push boundaries, and set new benchmarks was something that stood out effortlessly. More than that, it wasn’t just about completing tasks; it was about upholding a certain ethos – a way of working, thinking, and leading that inspired those around you. It was a mindset you lived by, taught, and carried forward in every endeavour, leaving an undeniable mark on everyone who had the privilege to work with you.

Can I tell you what I miss the most about you? That sparkle – almost like stardust – in your eyes whenever you got a new brief, followed by that smile. The ‘Okay, let’s do this and push boundaries and deliver something better than the last time,’ smile with the most positive, can-do attitude. Uff, how much better our advertising world would be if half the people had half the talent, spark and discipline you had.

Your transition into direction was something that perhaps didn’t come as a surprise to anyone. Those who truly knew you understood that you were always striving for something greater, always pushing boundaries and seeking new creative heights. It was only a matter of time before you stepped into this new role, and thank God that you did! Your vision, passion, and relentless pursuit of excellence have brought something truly special to the world, and we couldn’t be prouder of the journey you embarked on.

To me, what always stood out is the work that you put into it all – unlearning, relearning, understanding technicalities, honing your craft. But perhaps the best thing was you never rested on your laurels or the team of experts around you. If you were working with them, you made sure you were just as good as them. If you were up against certain directors for a pitch, you made sure you earned your seat at the table. You put in the sweat, the blood, the joy and all you had in all you did – your work, your friends and your clients are a testament to that!

I will always live with a slight ache that I never had a chance to collaborate with you as director, and the stories I have heard don’t make it any better for me. Although the industry and the world will remember you for your work, craft and genius, the hundreds of people I spoke to about you, as well as your friends and your collaborators, will always remember you for your generosity, warmth and all that happened between the shots, and you always saying goodbye to the clients with “Agli baar kuch aur bhi bara kareinge.”

Aur bhi bohot kuch bara karna tha. But what you achieved in so little time will always stand the test of time. You will live on with your work as an example of excellence.

I will miss you. The industry will miss you. But we will do our best to honour the love and passion you poured into this craft every single day, carrying it forward with the same dedication and heart that you so effortlessly embodied.

Rest well, IB!

Fahad Bombaywala is Executive Director, Content & Brand Excellence, 365 Network and ECD, M&C Saatchi Group. fahadbombaywala@gmail.com