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HindustanTimes Sat,20 Dec 2014

When you just don’t know

Usmeet Kaur, Hindustan Times   March 09, 2013
First Published: 09:23 IST(9/3/2013) | Last Updated: 09:26 IST(9/3/2013)

When a book comes with instructions on ‘How To Read The Book’, you’re not sure what to make of it. And then you stumble upon the definition of ‘FUK noze’, straight out of the Urban Dictionary.

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The first-time author then decides to throw light. “As a child, whenever I asked my father anything, he used to say, ‘God knows’. When I grew up, I tried finding him — as I am very God fearing — but could never meet him. Then, I lost a young friend in a road accident. No explanations again. Everyone just said, ‘God knows’. Thus, the concept of ‘F?@k knows’ came into being, for me at least.”

You’d think this is some ravaged youngster talking, but you hit reality and realise that the author actually is 47-year-old Shailendra Singh. Yes, the joint MD of Percept Limited — one of the largest entertainment, media and communication conglomerates.

At Capital Book Depot, Sector 17, to talk about his first book, the author confesses, “Excess usage of the F-word is my style, as is evident by the title of my book — F?@k Knows — and its chapters. Even spiritual leader Osho Rajneesh said that the two most commonly used words on the planet are ‘God’ and ‘F***’. Soon the latter will replace the former, I say!”

We’d know him better as the brain behind some of the most successful ad campaigns — Hero Honda’s Desh Ki Dhadkan, Coming Home to Siyarams, to name a few. For IPs (intellectual properties), he has music fest Sunburn, Bollywood Live, Fight Nights, Champions of the World, Goa Super Sixes, Good Luck India, Slamfest and Go For Gold to his credit. “I have the dream to organise Sunburn in Chandigarh. Just get me a good response from the region, and we would bring Sunburn here,” exclaims he.

Adding that a book was the most appropriate way of presenting his 27-year-old ‘long and interesting journey’, the entrepreneur lets us in on his plans for the second book. “F?@k Knows would most likely be a series, besides which, the next book would be Superstars I Nearly Slept With. You’ll read great stories about great personalities.

Informing us further about his ‘inspirational journey’ he says, “I was 20 years old (in 1987), when I left my career as a professional cricketer in England and joined the world of advertising with my elder brother Harindra as the partner. The company, Percept Advertising, was three years old then. Our key to success was understanding the Indian customer, and of course, innovation.”

Shailendra has been inducted in the celebrated ‘Hall of Fame’ at the Golden Cursor Animation Award (2008) for his contribution to the animation sector. He has also received 11 National Film Awards, five V Shantaram Awards, 2 FICCI – BAF Awards, and 11 Filmfare Awards for producing meaningful and innovative feature films such as Kanchivaram, Firaaq, Phir Milenge, Bose – The Forgotten Hero, Page 3, Traffic Signal, Yahaan and Hanuman.

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