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Business News


Advertising pioneer’s brush with Beatles


Millan Joshi in his studio By John Lamb


potential for going down in rock and roll history. This understated setting is the


B


home of JK Advertising, which has exclusively looked after the advertising needs of Greater Birmingham’s Asian community and beyond for decades. Managing director is Millan Joshi,


who presides over a miasma of files and cables housed in a labyrinth of rooms on the Pershore Road. Mr Joshi runs JK Advertising


from the building in Selly Park and it holds thousands of files that are a testimony to a business with over 40 years’ experience tailoring messages for Asian audiences. It is the UK’s first specialist Asian


advertising agency and played an important role in establishing Asian foods brands like East End Foods, Kashmir Crown Bakeries and major Asian food products in UK and international markets. JK has also produced high-


profile public information campaigns on behalf of West Midlands Police, the NHS and


32 CHAMBERLINK October 2019


uried deep in the organised chaos of a Selly Oak office is a recording with the


National Express coaches. A member of the team presented the first Asian BBC programme, ‘Look, Listen, Speak’. The agency also provides advertising services to the international aviation industry, counting Birmingham International Airport, Air India and Saudi Arabian Airlines among its clients.


‘John Lennon and Paul McCartney were supposed to be there but only George and Ringo turned up’


JK has worked with a number of


international musicians and stars, including Michael Jackson, Amitabh Bachan, Mohamed Rafi, Asha Bhosle. Lata Mangeshkar and Gurdas Maan. And hidden among Mr Joshi’s


archives is a recording of him singing his song ‘Radhasham’, backed by George Harrison and Ringo Starr, no less. Mr Joshi said: “Through our wide


music contacts we arranged to do the recording in the famous Abbey Road Studios in London. John Lennon and Paul McCartney were supposed to be there but only


Millan said: “JK has a base of over


150 clients thanks to a strong track record of investing in new skills and technologies, which is demonstrated through the agency’s innovative multi-language commercials that simultaneously reach huge, diverse Asian audiences. “JK has also produced successful


advertising campaigns in a range of languages, including Vietnamese, Turkish and Arabic.” The agency’s in-house studios


Awards galore: Millan Joshi in his office surrounded with memorabilia


George and Ringo turned up. The recording has never been aired but I am keeping it for a rainy day.” JK were the pioneers behind the


UK’s first radio programme for Hindi speakers, Asian Radio – the success of which led to other specialist broadcasting ventures across the UK and abroad, for commercial radio stations such as BRMB, Radio Luxembourg and London’s LBC. As well as distributing Asian


films to a network of UK cinemas, JK is a successful promoter of concerts and events, having promoted Amitabh Bachan’s first UK show and events for Noor- Jahan, Mukesh, Vilayat Khan, Ali Akbar Khan and Amjad Khan.


feature state-of-the-art facilities for commercial production, ranging from audio, videos and cine films to scripting, filming and post- production. It also offers a full-suite of printing services that produce posters, banners and billboards for buses and trains. Packages for media planning and


buying are also available, as well as voice over and presentation work. JK has extensive experience buying airtime on various TV and radio channels and is therefore able to obtain highly competitive rates for its clients. Mr Joshi said: “JK deeply


understands the tastes, values and interests of Asian audiences, having worked closely with them for more than 40 years, and is able to tailor our clients’ messaging accordingly.”


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