I have made a mask at home with my moustache on it: Piyush Pandey
Pandey, Worldwide CCO, Ogilvy, talks about their Kaano Par Zimmedari campaign
Ogilvy has recently come up with the third leg of an in-house campaign called Kaano Par Zimmedari which was launched and shared by actor Ajay Devgn. It talks about how one can create a mask out of any material available at home to be safe. In a conversation, Piyush Pandey, Worldwide CCO, Ogilvy, tells us why the quirky yet rustic ads created by Ogilvy’s Delhi team are very close to his heart.
Edited excerpts of the conversation
Was it something personal that gave way to the ‘Kaano Par Zimmedari’ campaign by Ogilvy?
It all started with a friend of mine, a doctor, saying 'youngsters are not taking masks seriously, why don’t you do something about it in a useful fashion.’ So that was said just in passing but it stuck with me and became a sort of starting point for us. We went on to zero in on three insights. One is that everyone else is doing their job, people who may not be as educated as you are, but they are wearing masks, then why aren't you? Second one was based on the observation that no matter where you're going, you have a responsibility to wear a mask. You often hear near and dear ones say that I'm only going to the neighbour's house, or to the shop around the corner and I am only going for 10 minutes, so I don't need to wear a mask. And third one was- what are you waiting for? You can make a mask out of anything in the home. So there are three stages to the campaign, the third video we just released this week. All of them ask people to not run away from their responsibility.
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The lyrics are very catchy. Is it something that you penned down yourself?
My team in Delhi wrote it, put the music together and also created the visuals in-house, it is completely a team work. And I don't think I could have written it any better. Everything was handled by young people from our Delhi office. There is no client backing, we did everything ourselves.
How differently did Ogilvy decide to promote this in-house campaign?
We were very fortunate that first Amitabh Bachchan, then Ajay Devgn supported it wholeheartedly. The first one was yeh laga raha hai, woh laga raha hai, tum kyun nahi laga rahe ho? That was launched by Amitabh Bachchan. The second one was launched by Ajay Devgn around 10 days ago. And the third one, which we released this week, was also launched by him which in effect says that Piyush ne apni wife ki saree se banaya, doosre ne apne pajama se banaya, aap kyu nahi bana rahe ho. We are very grateful to Zee Entertainment and ABP who ran it free of cost on their channels.
Have you made a mask out of something interesting at home?
Yes, I have made a mask at home with my moustache on it, and I am not the only one. Lots of people are creating masks at home. So we just picked up on the insight.
Tell me what is the most interesting feedback you have received for this campaign, so far?
The campaign has got a lot of feedback on Twitter, I am told. I haven’t personally seen it because I am not on Twitter or any other social media platform. But I've seen what people have sent to me, they’re saying what a youthful, Indian way of saying things. The most interesting aspect is that despite not operating with a Rs 10 crore media budget, people are talking about it and liking it too.
The world of advertising has been divided into a pre-COVID and a post-COVID era. What will you do differently henceforth?
Whatever we do in the future, we will do it better because adversity teaches you a lot of things. Adversity teaches you to be resilient. Adversity teaches you to learn new things which you always thought somebody else will do for you. Adversity teaches you to be human to others around you. COVID has disturbed the world, but at one level, it has taught us things which will come handy in our lives as we go ahead. I heard the Prime Minister, earlier this week, held a discussion with 10 states and said, ‘Look, how many people are wearing masks now. How many people are washing their hands.’ All these things will come handy in life later, even in good times. And most importantly, it teaches us to save for a rainy day. It will teach us to be prepared to work twice as hard in difficult times.
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