Top Story


Home >> Advertising >> Article

GUEST ARTICLE <br>Piyush Pandey's start as Account Supervisor... Chintamani Rao goes down memory lane

Font Size   16
GUEST ARTICLE  <br>Piyush Pandey's start as Account Supervisor... Chintamani Rao goes down memory lane

Piyush was a young Account Supervisor working with me on, amongst others, Hindustan Lever.

We had a brief from Lever on Sunlight Detergent Powder, on which we were overdue on the response. Young Piyush, meanwhile, was itching. He came to me one morning with a rough script he’d written while riding the chartered bus from Andheri to Churchgate. Not only was the script spot on, but back in the day when all advertising was written in impeccable English by Stephanians (Piyush is one, too) and Xavierites and translated into Indian languages by freelancers, he had written it in – lo and behold – Hindi!

We were running out of time and we had a solution in hand so, like a good account guy, even at the risk of annoying Suresh Mullick, I told Piyush to go ahead. He developed that script and two others, and off we went to present them.

Sanjay Khosla (now a big cheese at Kraft) was the client. He liked the scripts, and approved them, but was curious. Never before had the agency presented a script in anything but English. He asked who had written the scripts, and we shuffled our feet and mumbled something about this new guy we had. Sanjay had his suspicion, but was too mature to push us.

We then went and confessed to Suresh. Instead of being upset, he set about guiding Piyush to refine the scripts and supported him to go all the way to making the three films for Sunlight.

And that, boys and girls, is how Piyush wrote and made his first ads, as an Account Supervisor.

Also Read-

Honoured by AAAI’s decision to give me Lifetime Achievement Award, but the game goes on: Piyush Pandey

AAAI nominates Ogilvy India’s Piyush Pandey for Lifetime Achievement Award 2010


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=

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...