True follower of the famous David Ogilvy quote, ‘The psychiatrists say that everybody should have a hobby. The hobby I recommend is advertising’, the doyen of Indian advertising and the Executive Chairman and Creative Director of O&M South Asia, Piyush Pandey believes that one has to nurture, encourage and develop creative talent on an on-going basis.
The creative journey of this ingenious man is never-ending – right from ‘Mile sur mera tumhara’, ‘Raag Desh’ ‘Purab se surya uga’ to ‘Chal meri Luna’, Cadbury’s ‘Kuch khaas hai’ and the Fevicol campaigns. The atmosphere, the people, the clients, the environment and the kind of work done are the binding force of the agency.
Adding another feather to his cap, The Berlin School of Creative Leadership has announced the ‘Piyush Pandey Creative Leadership Scholarship’. This special scholarship opportunity was established to honour Piyush Pandey’s long-standing service and support of the Berlin School.
In a conversation with exchange4media’s Twishy, Piyush Pandey, Executive Chairman and Creative Director of O&M South Asia, shares his perspective on today’s talent, importance of freedom and discipline in advertising, emerging trends and more…
The Berlin School of Creative Leadership has announced the ‘Piyush Pandey Creative Leadership Scholarship’. Your comment…
It is a wonderful opportunity and they have made this specific to only for people residing in India. It is a significant thing that an Indian gets a chance for this exposure and good learning. I feel honoured that they took an initiative to name a scholarship after my name.
What do you think about the new host of talent coming in with the advent of the digital age?
I think that the talent is fantastic in today’s youngsters. We have a lot of talented people; it’s just that as clients start embracing digital a little more, the younger lot will get the opportunity to display their abilities. I am very confident about the talent in India.
What is your idea of freedom and discipline in advertising?
I don’t think too much about discipline. It has been taught over the years but I feel freedom is free for all. We are all in the business of being commercial artists, which means one should use the freedom to achieve the objectives. Freedom does not mean that you do anything you feel like which has nothing to do with what the objective was. Meaning of freedom to me is that don’t do it in a conventional manner, find a newer fashion of doing it.
David Ogilvy said that people switch on their TV sets to watch programming, not to watch advertising. What do you think about this notion in the Indian context?
It is not so true in India as of today because I meet a lot of people on streets who love advertising and I don’t think people in India use the fast-forward button like the west. We are in a very fortunate era where people love the concept of advertising and they love the little stories around it.
What are the emerging trends in advertising and your advice to the creative fraternity?
More openness and less spoon-feeding; therefore engaging with the audiences in a more open fashion and not freaking them all the time but having a kind of conversation and entertaining them in the process of selling.
My advice is to continue doing great creative work and make sure that it is as effective as it can be. I believe that great creative work if done with a sense of purpose can be very effective work. Don’t just think of winning small awards here and there, try and do things that are highly creative, which works for the clients and if you are able to do this, awards will come anyway. So the purpose is not awards, just do great creative work that works for your brands.