Top Story

e4m_logo.png

Home >> Cannes 2010 >> Article

Piyush Pandey@Cannes: Speaking on the Cannes stage again; Pandey says that makes a difference to India

22-June-2010
Font Size   16
Share
Piyush Pandey@Cannes: Speaking on the Cannes stage again; Pandey says that makes a difference to India

When it was first known that Piyush Pandey Executive Chairman & Creative Director, South Asia, Ogilvy & Mather, and Agnello Dias, Co-Founder TapRoot India would be speaking at the Cannes Lions stage, many thought that this was the first time when creative professionals from India were speaking on the glamorous Cannes Lions stage. Speaking at the Cannes Lions stage is not new to Piyush Pandey, who was a Speaker at the forum earlier as well, but for many years, while the Indian participation and performance has been growing at Cannes, Indian speakers were missing.

In a conversation with exchange4media after the session, Pandey said, “It is important for creative professionals from India to speak on the stage and be able to project how Indian advertising professionals are thinking and what is our view on the global advertising industry, and its takeoffs.”

Pandey was on the stage on the second day of the festival this year for a session on the madmen from Soho, and the lessons learnt in that age. One of the points that he made was that British advertising professionals of yesteryears were fiercely respected because they created real advertising for real brands targeted at real people. However, scam ads are in significant numbers at advertising festivals even today. Pandey observed, “That is a problem and that is why I made that statement on the stage today. There is not much you can do to control scam ads, but the creative professionals have to be conscious that there is real work to be done as well.”

Another advice that Pandey had for the young creative professionals at Cannes was ‘do not expect’. He continued, “While it is difficult to tell people not to expect while you are at Cannes Lions, or other advertising festivals, I don’t think they should let not winning bother them too much. They are competing with the best on the global scene and there is a challenge that one should enjoy. Don’t be disheartened with the outcome.”

At the session, Pandey was observing the aspects that made British advertising shine. He said, “Some of the work that we had seen in the early days really raised the standard of advertising and gave it a stature, the impact of which we see even today. The creative professionals respected the intelligence of the audience. They moved from information to engagement, even provocation at times. They taught many to respect their cultural roots, and then over a period that was one point that British advertising forgot. Today, they are trying to recapture it.”

Pandey’s session ended the second day of the Cannes Lions International Advertising Festival.

Tags

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

FoxyMoron has bagged the digital mandate for one of India’s leading premium menswear fashion brands – Blackberrys. The business was won following a multi-agency pitch

As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends