Sam’s passing is truly a Zor ka jhatka—sudden, unexpected, and difficult to come to terms with. We worked together at HTA Kolkata and later in HTA Delhi, and through the years, he was always someone who brought wit and humour to every situation.
I still remember when I moved from the Kolkata office to the Delhi office and called Sam for directions. In classic Sam style, he told me, "Once you reach Jhandewalan, you’ll see a big garbage dump... don’t stop there. Move ahead, and you’ll see a smaller garbage dump—get off there and follow the pigs." That was Sam—unfiltered, quick-witted, and effortlessly funny. His description, as exaggerated as it was, actually prepared me well for discovering the office in the middle of a crowded and chaotic ball-bearing market.
We spent years working together on PepsiCo and Nestlé. Mirinda’s 'Zor ka jhatka, dheere se lage' was a campaign Sam created with Anuja, and to this day, it remained one of his favourites. No matter how intense things got, Sam had a way of making them feel lighter. Whether it was a stressful pitch or a demanding campaign, he could always be counted on to bring perspective, crack a joke, and remind us all not to take things too seriously.
Rest in peace, Sam. Yeh Zor ka jhatka, dheere se nahi laga. You may be gone, but the laughter and stories you shared will stay with us forever.
