Piyush Pandey, Executive Chairman & Creative Director, South Asia Ogilvy & Mather, was in high spirits at a session at Cannes Lions with his brother Prasoon Pandey, Film Director, Corcoise Films, on the first day kick-starting the festival.
The session covered the wide diversity in India which reflects in its advertising, and is interwoven in its brand narratives. Creativity in India is about using emotions and visual stories and getting deep into local culture to make strong consumer connections, one such example of this is Ogilvy India’s hugely successful ad campaign for Google.
Talking about the client-agency relationship, Pandey shared that trust is always earned on the back of good work. Agencies now enjoy a less formal relationship with clients, their current relationship is more like a partnership. “The more freedom a client gives, the harder you work. The client has never been a demon in my life,” he added.
His two favourite pieces of work from India which he called extremely insightful are Happy Dent by McCann Worldgroup and Lifebuoy’s Gundappa by Lowe Lintas and Partners .
Giving a message to youth Prasoon Pandey urged the youth to be brave put their necks out there, and take risks. Whereas Piyush Pandey opined that you must love your job.
Talking about the advertising scenario in India, Piyush Pandey observed that Indian advertising has become more palatable and has over time developed a wider connect. “India is on the right track,” he added.