Top Story

e4m_logo.png

Home >> Advertising >> Article

Can we do some great ads and make the newspaper look good? Piyush Pandey

24-August-2015
Font Size   16
Share
Can we do some great ads and make the newspaper look good? Piyush Pandey

At the second edition of the Dainik Bhaskar INK Awards 2015 which took place in Mumbai on Friday, Piyush Pandey, Executive Chairman and Creative Director, Ogilvy South Asia was awarded with ‘INK Legend of the Year’ title.

At the event he pointed out that print is fun and we are all forgetting how much fun this medium can bring. “Print is not about only writing long copies, it is a space where you can express your ideas in a manner that people will notice. It is all about the idea which is best expressed in print. This medium has huge potential and it can make people stand up and take notice. I don’t get up in the morning and switch on my TV set, but the first thing which I do every day is to eagerly wait for the newspaper to come. I go out several times just to check, if the newspaper has been delivered. So if you excite me at that point of time, my entire day gets charged up,” he cited.

He added that he did some ads just for the fun. He came up with an idea, and a creative around it and took it forward. He urged everyone present to have the same spirit of creating innovative campaigns in print advertising to make the medium more fun and interesting.

Pandey further pointed out that, “Today print advertising is promotional led, my question is why can’t it be thematic led? This is a beautiful medium and it is here to stay with you and it will be with you for years. I request all the seniors in the industry to take the lead and to motivate the youngsters of today. I will also promise to do it. There is so much of bad news every day, can we make some great ads and make the newspaper look good?”

On receiving the honour, Pandey attributed the ‘INK Legend of the Year’ award to all the partners who have worked with him and accepted it on their behalf as well. He highlighted on how he loves working for this medium because it gives space to express your ideas in a manner, where people will notice.

Watch the video here

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...