PRESS ON REGARDLESS
SHAHZADA AHMED SHAH
(1928-1995)
SASA Day was always celebrated on October 25th. It was a glittering affair, with a guest list of Karachi’s who’s who, clients and the SASA clan.
Shahzada Ahmed Shah or Lal Mian, as he was popularly known, had every reason to celebrate. The advertising industry was on an upward trajectory and SASA was a leading player. So, SASA Day was on the calendar every year, just like Pakistan Day! The man behind the agency had a certain je ne sais quoi; an irrepressible zest for life and a magnetic persona. Clients would often drop by just for his energising company. His particular flair came through in the work and in brand SASA.
Lal Mian’s early years shaped him in more ways than one. His family belonged to the Sadozai tribe, with roots in Central Asia. His parents had close links with Bhopal’s ruling family through the marriage of his paternal aunt Begum Maimoona Sultan to the Nawab of Bhopal. Lal Mian and his six siblings were orphaned at an early age and his aunt and Nawab Hamidullah Khan became their legal guardians.
After Partition, he struck out on his own, arriving in a freshly-minted Pakistan, with not much except hopes and dreams After a stint with the Pakistan Air Force, his imaginative and artistic nature led him to a new career – advertising. By now, he was married to Laila Javeri, who was to become a well-known Pakistani artist.
Lal Mian’s career started at Adarts under the guidance of Abdul Ghafour. Eventually, he and his wife Laila started their own company, Oyster, which grew to be the biggest outdoor agency in East and West Pakistan.
In 1965, he expanded his horizons and SASA (Shahzada Ahmed Shah and Associates), a full-service agency was born. Its iconic campaigns like Red and White’s ‘Away Away Away From the Ordinary’ and ‘Satisfaction’ were quintessentially seventies: bold and sophisticated. Pakistan Air Force and Karachi Shipyard were SASA’s anchor accounts. Consistently great work on HM Silk Mills, Forhan’s, Ponds, Robiallac Paints, Lawrencepur Fabrics, Pak Suzuki, Pakistan Army, PSL, Pakola, Kohinoor and Isuzu, made it a top-notch agency.
SASA veterans remember even today his inimitable style. “Don’t bring me copy that’s as flat as a chapatti! “Copy should have a cadence. It should be a like a raag,” and he would hum a fragment of Bharivi or Raag Bhopali for inspiration. Frequent meetings or a concern would end with the slamming of his fist on the desk and instructions to ‘Press On Regardless’ – his personal tagline. He was not easily thwarted; once even driving to the airport on a flat tire to catch a flight for a crucial meeting in Islamabad.
SASA was a magnet for talent and a springboard for many a successful career. A person who was intrinsically a SASA man was Mahmud Sipra, a creative maverick and movie producer, known for award-winning work on the Red and White account. It is ironic that while remembering SASA Days for this piece, newspapers carried the news of his death. Sipra passed away on March 1, 2018, joining his friend and another SASA stalwart Masood Hasan of Publicis, who died in 2014.
As the fortunes of Karachi declined in the late eighties and nineties under Zia, unfortunately so did SASA’s under the stewardship of a younger generation. Although an empire had fallen, Lal Mian’s legacy lives on in the advertising professionals he trained, many of whom went on to head their own agencies. Even today, anyone in the industry can benefit from his magical formula: mix romanticism with stoicism, embrace your dream and Press On Regardless.
Semyne Khan is Shahzada Ahmed Shah’s niece.