Celebrities should not be reason for lack of creativity: Piyush Pandey
Pandey in his Retrospect & Prospects applauded impactful brand ads for a cause, advised that celebrity advertising be made more immersive and contended that creativity be embraced to make digital more compelling
Piyush Pandey, Executive Chairman and Creative Director, South Asia Ogilvy & Mather India, presented the International Advertising Association's (IAA) Retrospect & Prospects on February 7 in Mumbai. This was followed by a felicitation of Piyush Pandey and Prasoon Pandey for having taken Indian advertising to a global level for becoming the first Asians to receive the Cannes Lion of St Mark award, the highest honour of the Cannes International Festival of Creativity in the Communications Industry. The event was presented by ABP News.
Enthralled industry leaders witnessed the Retrospect and Prospect where Pandey looked at the hits and misses of the year in terms of the communication industry. He also shared his insights on what, according to him, could happen in the advertising arena in the coming year.
Speaking about the highlights, he noted that the work of some brands shone through as they championed social causes. “Brands have done wonderful work which make us a better society. Ones like Red Label, Lifebuoy, Tata Tea have done their bit towards the society and have done a good job in that space,” he said. Pandey noted that their work exudes great depth where it can be adopted by people across countries and can make a difference.
Speaking about the misses, he opined. “There is lack of depth, the kind that this country has seen earlier. We’ve done some great job in the last many decades", he said. Pandey contended that while he understands that the ad industry was hit by the effects of demonetization and GST, there is no excuse for not exercising creativity." I can understand used budgets but can’t understand used creativity,” he said.
Pandey also spoke about the importance of working towards making celebrity advertising more immersive. “ I think that when you have a celebrity, at times you are lazy working on the idea just because he is a celebrity. We’re doing harm to the celebrities and to the brands as we're not making use of the money the client has paid for the celebrity in a big way,” he said.”
“Celebrities should not be reason for lack of creativity. We must respect the celebrity and work 10 times more on those creatives. Find the nuances of the celebrity and use it,” he continued. Speaking about the print side of advertising, he said that while newspapers are getting thicker, the problem that lies is with brands and agencies that have stopped doing latent advertising. A witty Pandey also took on the double-jacket ads. “I’ve seen these double-jackets. The guy may think it’s a double-jacket but it’s actually a vest,” he said.
Pandey stressed on the importance of understanding the medium and embracing creativity while at it. “Learn from the medium and how you can make it more creative”, he advised. Talking about delving into digital, he said, "As I see digital today, it is only another media vehicle. It has to be understood, but it has to be made creative,” he concluded.
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