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.