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Cover Story

Uncle Kim walks down the memory lane

Published : Thursday, 17 May, 2018 at 12:00 AM  Count : 1781
Nazmun Naher Shishir
Geeteara Safiya Choudhury, Chairman and Managing Director, Adcomm Limited, is one of the most dynamic people I know. I first met her about fifteen years ago in my living room on the television screen. As a teenager, I knew her then only as a powerful woman who was not a film or drama heroine yet comes in television. Since then I started loving every bit of how she looks. After a couple of months, my mother gave an introduction of her as a very powerful business woman. My wonder begun. It's when I started working for Young Observer about two years ago; I came to know that she used to write as Uncle Kim in Young Observer in the Pakistan Observer. Meeting this extremely talented, successful, witty, versatile, friendly and energetic woman for the purpose of this interview was dream-come-true chance to get up close and personal with the legend.



Geeteara Safiya Choudhury with her parents and siblings

Geeteara Safiya Choudhury with her parents and siblings

How did you start working with Young Observer of the Pakistan Observer?
It was my father A F M Safiyyullah who wanted me to study English Literature whereas I wanted to study Economics. To make my father happy, I started studying English Literature at University of Dhaka. There is a stereotypical belief that English students are only open to choose teaching career, which is not the case, I strongly believe. So, I did not want to be a teacher. Just to ensure me that there are other interesting sectors to explore for my career, my father took me to the Pakistan Observer. Then, I started working and what I enjoyed most was writing under a pseudonym -- 'Uncle Kim'.
The day my write-up used to get published, my grandfather Dr Muhammad Shahidullah (renowned educationist and writer) used to bring me gifts. His inspiration left deep impression on me. Furthermore, I have written articles in many newspapers of West Pakistan, Kolkata and East Pakistan.

As you said that you have studied English Literature, how did you get into the world of business and advertisement?
After our marriage, my husband Nazim Kamran Choudhury was posted in Karachi. In a programme in Karachi, I met the editor of 'She' magazine (a popular women centric magazine in Karachi). When the editor used to study in Dhaka University, she had read my articles in many newspapers. And therefore, she offered me to join 'She'.
During the lunch breaks at office, I and one of my colleagues used to sit for adda. Many of her friends used to work in advertising agencies as copywriters. In all the addas, I used to ask them about the products they were working on and used to write on those. All those used to get published the very next day.
While working in West Pakistan, I have experienced that they were developing compared to East Pakistan. This hurts me to the moon and back. I wanted them to know about East Pakistan and thus I took permission from the Editor -- Johra Kureishi, to have an issue of 'She' on East Pakistan. She agreed adding an extra responsibility on me that I have to come up with advertisement of two thousand and five hundred taka. To do the cover, I came back to Dhaka, started working on different contents which glorify East Pakistan, but it was hard to manage advertisement of such a huge amount of money back then.
My misery made my husband feel bad for me and he took me to one of his relatives -- Anayet Karim -- owner of Inters Pan. Though he was a bit on the side of 'no', I finally managed advertisement from many of his clients. After the issue came out, everyone admired my work potential. That's how I started my advertising career.
Later on, before the Liberation War set off, we came back in Dhaka boarding on the last flight. One day, accidentally I met Anayet Karim in Motijheel. He requested me to join in Inters Pan as a copywriter. And I agreed. He and his company was so satisfied with and benefited through my work that later on I was promoted to General Manager and then Executive Vice President, though I worked there for two years. I consider Anayet Karim my mentor.

Young Observer of the Pakistan Observer congratulated Uncle Kim on her wedding by publishing this photo

Young Observer of the Pakistan Observer congratulated Uncle Kim on her wedding by publishing this photo

In West Pakistan, did you face any discrimination being a Bengalee?
After reaching Karachi, I have seen how West Pakistan was trying to dominate East Pakistan. West Pakistani commoners had no idea about Dhaka and our enriched art and literature. To inform them about us, I thought to prepare an issue of 'She' solely on East Pakistan, as I mentioned before.
Before the '70s election, I decided to take Sheikh Mujib's interview, having a thought at the back of my mind that women would vote for him. Therefore, I took Mujib, Zulfikar Ali Bhutto and Maulana Mumtaz's interview in 'She' magazine.  
To make others recognise me as Bengalee I used to wear cotton saree, red bindi and keep my long hair unfastened and used to avoid salwar kamiz. Many Pakistani people used to tease me in the streets saying, "Hindu ja raha hain" (see, a Hindu is going). I didn't bother myself anyway.   

How did you start Adcomm? Who were the major influences?    
On the very first day after my resignation from Inters Pan, I got calls from my clients. One of them was from Bata -- shoe company, and another foreign client suggested me to open my own company. It was unbelievable!
When I went to my mother-in-law to discuss this idea, she reminded me of my father's catch phrase -- "Just do it", and she ensured me that I had her support. My parents said the same. I thought my parents and in-laws were prejudiced, but they have loved me so much that they believe I can do anything.

However, I was not convinced. Then I called Kamran (my husband), he knew how to get things done by me. He teased me and said, "As a woman you can't do it, any man would take that chance without any second thought." That struck me at the point and my response was "I'll show you".      With my entire family�s support I started working on it. But, 50 thousand taka was needed to have bank guarantee for business. As I wanted to establish it alone, there was no question to ask for help. Thus, I started asking for bank loans. At one point I felt that it was impossible.
Six banks in a row refused me; on the other hand clients, were approaching for work. Finally, Uttara Bank's Managing Director -- Mr Salehin suggested me to ask for letters from my clients that whatever they are going to pay for my works, I'll deposit that in Uttara Bank. This is how in 1974 on 4 July with five of my colleagues the journey started.       

In 1995 she got the 'Annanya Award' by a leading women�s magazine Annanya

In 1995 she got the 'Annanya Award' by a leading women�s magazine Annanya

What helped you to touch success?
My parents' way of bringing me up under strict discipline and with constant reminder that there is no difference between me and my brothers -- deeply motivated me.
To be truthful, my never ending curiosities of learning new things keep me going. I used to attend courses related to my business, used to buy books to study on marketing and advertisement and on other business related topics. Even now I do attend conferences and seminars worldwide to learn new and dynamic things to apply to my work. I do learn from everything. I still take notes in meetings like I used to in 1974.


As a woman you are the pioneer in the advertising sector. You are the first female member of Dhaka Club. How far were you judged based on your gender before your intellect? At the very beginning, it was all about print ads. At the press areas, where I used to go to get my work done, people used to look-at-me with wonder. Back then working till late at night out there among all men was not easy. Often I used to confront -- "Am I capable of what I am doing?"
In the year 1978 I became the first female member of Dhaka Club, which was surprising to many of the people who love me. For the six successive terms I served as Executive Committee member and as President for three terms. In such cases, womanhood comes up with other subtle issues that she would either be bossy or confused. It's tough, of course, to fight when you are judged by your gender before your work. Yet, another of my father's catch phrase -- "Courage is a blessing" (Shahosh-e Lokkhi) -- immensely helped me to fight back.

To promote ideologies along with the products through advertisements is one of the prominent ways of promotion. Do you believe that?
Undoubtedly, advertisement can reach to the mass and would work as life changing lessons. It can contribute on changing the dominant patriarchal mindset regarding gender, class and what not. We did and are still doing promotional projects on woman empowerment, equality of girl child and boy child, and environmental issues.
At the end of the promotion of a certain product with a different ideology than the established norms, I used to go to the streets or tea stalls. Most of the times I used to return with a satisfied mind, but there were times when our promotional policy against stereotype perspectives did not work well and we had to modify the idea to promote the product. But, I have never compromised.     

While campaigning for woman empowerment

While campaigning for woman empowerment

Social media is the new platform to start business. Most of the social media based entrepreneurs in our country are women. With the wisdom of many years, what would be your concluding words for them?
They should have confidence in themselves. Think positively. Whatever negative things happen to you, you cannot break down rather mistakes have to be your learning points. They have to mend you stronger.  
You must know how far you can go and where you have to draw the line with people to portray your personality. It's harder to prove yourself as a woman in the world of men. Proper parenting to fix the discrimination is the most important.
There are women who are far more patriarchal than men. Many of our men are not dominating rather protective about us. We have to identify that too. Therefore, we women have to be supportive to other women.



















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