India ad-land gets serious over voting; AAAI, EC join hands for pro-bono campaign

In a first ever initiative with the Election Commission of India, the Advertising Agencies Association of India (AAAI) is examining the possibilities of doing a pro-bono campaign to urge the citizens of India, especially the youth, to step out and vote.

Rishi Vora 10-March-2009

India ad-land gets serious over voting; AAAI, EC join hands for pro-bono campaign

Tata Tea’s Jaagore, the Times of India’s Lead India 2009, and Idea Cellular’s ‘Janta Ki Awaaz’ are campaigns geared at citizens to caste their votes. Adding to these efforts is a campaign from the Advertising Agencies Association of India (AAAI). India’s premier advertising body was recently approached by the Election Commission of India to launch a pro-bono campaign on the elections. AAAI President Mahukar Kamath has confirmed this news to exchange4media.

It is known that AAAI has already shot a circular to all member agencies requesting their participation. Information pertaining to participating agencies, release dates and spends could not be ascertained at the time of filing this report.

This will be a first of its kind initiative that AAAI will take in conjunction with the Election Commission of India. Sources close to the development have confirmed that the campaign will primarily target the youth of India, urging them to caste their votes. The campaign will also look into educating the rural population on matters pertaining to voting, the most common aspect being the training on the electronic voting machines.

This initiative only goes to show the rising concern of the Indian media over elections and the need to have the ‘right’ leaders. Many media observers have noted that the 26/11 Mumbai terror attacks have worked as a catalyst in the minds of the non-voters, who are now raising their voices through whichever medium they could. As a result, blogs and social media have come of age post the terror attacks.

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Baggit’s new ad with Shraddha Kapoor encourages women to express their opinion

#PutItOnTheTable campaign has been conceptualised by Famous Innovations

exchange4media Staff 2 days ago

ShradhaBag

Bag & accessories brand Baggit has launched its autumn winter campaign titled #PutItOnTheTable with Shraddha Kapoor as a part of their association for the year 2018 & 2019. While the first half of the campaign focused on encouraging women to express their own opinions by putting the issues on the table, the second part of the campaign showcases the fun element of how women sometimes reach a decision or make up their minds when there are multiple options available. The campaign again encourages women to be true to their self.

The campaign will be led with a TVC (20 & 30 seconders) that will be launched on GEC channels followed by hoardings in metro cities. This will be supported by a diverse print and an innovative digital campaign in the coming months that will engage the target audience on a deeper brand level, the company said in a statement.

While the campaign has been conceptualised by Famous Innovations, the TVC has been shot by Curious Films and the print campaign has been shot by ace photographer Prasad Naik.

Commenting on the campaign Nina Lekhi, MD & Chief Design Curator, Baggit, said, “Our first ever TVC received immense love and support from all our customers and the industry at large which was very heartening and encouraging. With the second part of our campaign we continue to extend the concept of #PutItOnTheTable and encourage women to take decisions in their own hands – however difficult or fun they might be. It is their choice, and no one said they can’t have fun while making it. The added fun element makes this one endearing.”

Adding on to it, Shraddha Kapoor, Brand Ambassador, said, “The Baggit campaign has been immeasurably satisfying to be a part of. The conversation that it has put focus on has helped women take control of the narrative of their individual story. The next part of the campaign deals with a lot of fun that can also be a part of decision making for women. Especially when it is concerned with fashion, I encourage women to have fun with it and don’t apologise for it. Be a part of it. Fearlessly. Unapologetically.” 

The TVC, print and outdoor campaign will be launched in the month of December.

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‘Kannur gives Kerala new wings’ ad shows changes new airport will bring to people’s lives

The campaigns have been done by Maitri Advertising Works.

Neethu Mohan 1 day ago

Kannur airport

Kerala’s fourth international airport, Kannur International Airport, will be inaugurated on December 9. Spread over 2,000 acres in the northern district of Kannur, it is owned and operated by Kannur International Airport Limited.

With one day remaining for the inauguration, the campaigns centring the airport is garnering rave reviews. The campaign uses everyday scenarios featuring the local people of Kannur to capture their emotions on the momentous change that is to come about in their lives. The films in the campaign focus on the dream and various development aspects such as passenger facilities, boost for trade and tourism, and convenient homecoming for NRIs. Hence it has the theme—‘Kannur gives Kerala new wings’.

The campaigns have been done by Maitri Advertising Works.

The logo for Kannur International Airport has been designed by Hammer Advertising. G Sreenath, Managing Director, Hammer India, said, “In 2011, when Hammer was assigned to design the logo for Kannur international Airport, our creative object was clear. It was to synergize the glory of Kannur’s heritage with that of a world class, most modern airport. Seven years hence it is a proud moment for us as Kannur International Airport launches.”

 

Raju Menon, Director, Operations, Maitri Advertising Works said, “We wanted to communicate that this is not just another opening of an airport, but a massive infrastructure project and one of the biggest development initiatives undertaken in the state. It will open up a huge corridor in the North Malabar region and take Kerala to never before heights. We also wanted to spread some positivity among the people after the deluge of 2018.”

“The pre-launch phase of the campaign kicked off on 28th November 2018, with the films being aired on television and simultaneously going live online. The theme song for the airport sung by Kannur’s favourite son, Vineeth Sreenivasan, was released on 5th December,” Menon said.

“The aim of the campaign was to get an organic reach and create anticipation in the minds of the people for the opening of Kerala’s fourth international airport. It has achieved this and more, with the films going viral and being talked about in India and abroad. Potential passengers are now aware of the opening of a state-of-the-art airport in Kannur, and also its proximity to places in Karnataka such as Kodagu and Mysuru. People don’t see it as just another modern airport, but as the perfect gateway to North Kerala and South Karnataka,” concluded Menon.

Kannur international airport is the second greenfield airport to be built on a public private partnership (PPP) platform in Kerala.

 

The Team

Client: Kannur International Airport Limited
Agency: Maitri Advertising Works
Digital: Winningwayz

Project Head: Raju Menon
Executive Creative Director: Venugopal Ramachandran Nair
Concept & Script: Pooja Prasad
Art Director: Siva Prasad
Client Services Director: Sumit Raj
Senior Account Executive: Sujin Varghese

Production House: CREDAYA
Visualization & Cinematography: Tanu Balak
Project Director: Sreenath
Editor: Aswin G Ashok
Music: Anand Madhusoodanan
CG: Arun
Post Production: Omlight Creative Studio
Colour Grading: Black Maria
Production Controller: Aravindan Kannur
Art Director: Baiju Krishna
Associate Editor: Geo Alex
Camera Team: Sushanth, Mukesh, Aji
Helicam: Shinu Koshy
Unit: Dynasty, Calicut
Production Managers: Binukumar VS, Biju

Neethu reports on media, marketing and advertising industry. In the past she has reported on start-ups, education and health sector for over 6 years.

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Hershey’s Kisses unveils first India TVC campaign

The new TVC, featuring Hershey’s India brand ambassador Tara Sharma, primarily focuses on how this delightful chocolate enables endearing everyday moments of bonding and affection with loved ones

exchange4media Staff 17 hours ago

HersheyKisses

Hershey India Pvt Ltd, a part of The Hershey Company, a leading global snacking giant and the largest producer of quality chocolates in North America, has announced the release of the first ever India TVC for its recently launched iconic and globally-loved ‘Hershey’s Kisses’ chocolate.

The new TVC, featuring Hershey’s India brand ambassador Tara Sharma, primarily focuses on how this delightful chocolate enables endearing everyday moments of bonding and affection with loved ones. It celebrates the unique shape and wrapping of Hershey’s Kisses that makes every single one perfect for sharing with dear ones.

Speaking about the product launch and the brand’s marketing plans, Herjit Bhalla, Managing Director, Hershey India said, “We leveraged The Hershey Company’s rich chocolate heritage and expertise of 125 years, with the launch of the iconic Hershey’s Kisses chocolates. Hershey’s Kisses is a global symbol of affection and we have brought this alive in the new TV campaign.”

Sarosh Shetty, Marketing Director, Hershey India, shared his view on the new TVC saying, “In India, we have created a strong and consistent Hershey’s brand that is now a leading player in every category that it is present in. The Kisses launch film is an extension of the Hershey’s brand promise in India. It celebrates the unique product proposition of Hershey’s Kisses. This delightful chocolate enables one to build a special bond with their loved ones. It is often about those simple, everyday ways to show you care – which often isn’t only words”

The TVC will be played on leading southern channels. This campaign will further be reinforced by an extensive 360-degree campaign across mediums. The Hershey Company brings almost 125 years of quality chocolate-making expertise to the launch of Hershey’s Kisses in India.

Today, it is a Fortune 500 company with world-class manufacturing and innovation capabilities to deliver great tasting chocolates. The company makes nearly 70 million Hershey’s Kisses every day that are loved by consumers in nearly 60 countries.

Campaign video:

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The Glenlivet’s new campaign celebrates definitive moments in life

The campaign films demonstrates the beauty of unspoilt world and the artistic representations help to show consumers that by looking beyond the ordinary they can unlock something special

exchange4media Staff 2 days ago

Glenlivet.

The Glenlivet launched its new ‘THE Campaign’ in India, celebrating the proposition of definitive moments in life. In line with the brand’s modern and contemporary feel, this campaign is an evolution from the brand’s heritage as “The original one that set the standard” and is set to reinforce its role as a visionary within the category.

The campaign has been introduced with two films – ‘The Bond’ and ‘The Memory’, demonstrating the beauty of the unspoilt world and encouraging consumers to seek out 'The' moments in their lives with The Glenlivet. The artistic representations help to show consumers that by looking beyond the ordinary they can unlock something special.

Lately, in India, achievers are getting younger and their world is getting busier. In their frantic struggle to the top, they are losing touch with emotions that are truly special in their lives. The Glenlivet, as a brand, aims to identify and celebrate these special emotions or moments that our target audience, senses a connection with. It is the distinct character of such emotions that inspires The Glenlivet to tell a story of an inimitable bond between two people, and a deep-rooted memory that still plays vividly in one’s mind, through this endearing and culturally true campaign.

Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India said, “The Glenlivet campaign has been designed to celebrate THE moments, which allow us to lead richer and more fulfilling lives. Given how the young achievers are graduating to finer things in life, it was time, we welcomed them to the world of The Glenlivet. Our latest campaign reiterates that in a world with an oversupply of everything- glut, plenitude & noise, what we need is those definitive moments and the Three letter word “The”, an iconic & distinctive symbol, reinforces the same.”

Commenting on the launch, Miriam Eceolaza, Marketing Director, The Glenlivet said, “The Glenlivet campaign is our most ambitious to date. It’s a modern and contemporary campaign that stays true to our heritage. India is a key market for The Glenlivet, and we have created this specific campaign to celebrate some of life’s definitive moments of the Indian consumer.”

Janmenjoy Mohanty, Regional President-North & East, Lowe Lintas India said, “Sometimes the most impactful way to put across the brand message is through good old story telling. We chose the most endearing stories that celebrate definitive emotions in an individual’s life. Each one has been painstakingly crafted with a fine mix of stunning visuals, underplayed emotions and music that talks to the soul. We hope each of these stories manage to touch a chord with our target audience."
Conceptualised for the Indian market, the campaign has been launched in India, and will be followed by a global release and will be promoted across multimedia platform.

 


 

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Dentsu Impact, We Are Water Foundation urge people to #CloseOpenDefecation

On World Toilet Day, the campaign portrayed a social experiment and a film featuring the plight of rural India launched on social media platforms along with teasers

exchange4media Staff 2 days ago

World Toilet Day

On World Toilet Day, Dentsu Impact, the creative agency from Dentsu Aegis Network, joined hands with We Are Water Foundation, CSR wing of Roca Bathroom Products Pvt. Ltd. to launch a movement that’s getting everyone talking. This was a social experiment at Sector 29, Gurugram, Haryana for which, a makeshift public toilet was constructed. But when people went in to perform their ablutions, they were in for a surprise. They came face to face with a site, perhaps common to 250 million people in rural India – a railway track that’s used as an open defecating area.

Children and women holding placards delivered the hard facts and adverse effects of open defecation. This not just shocked people but also sensitised them to the plight of rural India. Immediately, people pledged to #CloseOpenDefecation by signing up on the We Are Water Foundation portal. With each sign up/pledge, the foundation is contributing to the construction of more toilets.

The campaign has not been limited only to the social experiment. Prior to it, a film featuring the plight of rural India was launched on social media platforms along with teasers. This was followed up by the Social Experiment film and the option to pledge and tweet was extended to the online urban audience.

Ever since the movement, #CloseOpenDefecation has grabbed enough eyeballs and has trended at the no. 2 spot on Twitter for a day and has garnered 428k views so far.

Soumitra Karnik, Chief Creative Officer, Dentsu Impact says, “As advertisers we must create communication which can assist the society we live in, in bringing about a positive change. As communication experts we can and should create content that delivers solutions that can impact a change in our society.”

Mayuri Saikia, Management Trustee, We are Water Foundation India & Marketing Head, Roca India says, “The problem of open defecation has always been prevalent in the country and still 250 million rural Indians continue to defecate in the open exposing them to various disease and mishaps. Through We Are Water Foundation we have been promoting healthy living, better hygiene and improved sanitation in the country and have done some truly impactful work over the years. When the idea was presented to us, we saw immense potential in it. So far, we have received a heartwarming response for the campaign as more and more are joining the cause with the foundation. As corporates and individuals, we need to realise that beyond government initiatives, we have so much power to drive the desired behavioral change towards usage of toilets and work towards the common goal to #CloseOpenDefecation.”

 

Credits:

Client: Roca Bathroom Products Pvt. Ltd.

Chief creative officer: Soumitra Karnik

Sr. Creative Director: Ankur Garg

Creative Director: Debanjan Basak                        

Creative Team: Mayank Patel, Nikhita Biswas, Deepali Upadhyay, Suruchi Sirpaul                                       

Account Management: Navin Singh, Nawal Minj, Mahima Khandelwal

Digital: Leepakshi Nagrath

Planning: Krittika Chakarborty, Saurabh Kamalakaran

Production House: Shades and Motion Pictures

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Hershey’s Kisses releases India TVC

The company makes nearly 70 million Hershey’s Kisses every day

exchange4media Staff 2 days ago

hershey

Hershey India Pvt Ltd, a part of The Hershey Company, the global snacking and chocolates giant has released its first ever India TVC for ‘Hershey’s Kisses’ chocolate.

The new TVC, featuring Hershey’s India brand ambassador Tara Sharma, primarily focuses on how this delightful chocolate enables endearing everyday moments of bonding and affection with loved ones. It celebrates the unique shape and wrapping of Hershey’s Kisses that makes every single one perfect for sharing with dear ones.

Speaking about the product launch and the brand’s marketing plans, Herjit Bhalla, Managing Director, Hershey India, said, “We leveraged The Hershey Company’s rich chocolate heritage and expertise of 125 years, with the launch of the iconic Hershey’s Kisses chocolates. Hershey’s Kisses is a global symbol of affection and we have brought this alive in the new TV campaign.”

Sarosh Shetty, Marketing Director, Hershey India, shared his view on the new TVC saying, “In India, we have created a strong and consistent Hershey’s brand that is now a leading player in every category that it is present in. The Kisses launch film is an extension of the Hershey’s brand promise in India. It celebrates the unique product proposition of Hershey’s Kisses. This delightful chocolate enables one to build a special bond with their loved ones. It is often about those simple, everyday ways to show you care – which often isn’t only words”   

The TVC will be played on leading southern channels. This campaign will further be reinforced by an extensive 360-degree campaign across mediums.

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How I Knew 23 Years Back That Piyush Pandey Would Become Global CCO: Ajay Gahlaut

Ajay Gahlaut, Chief Creative Officer, Ogilvy North and Deputy CCO, Ogilvy India walks down memory lane describing some of the best moments spent with the legendary ad man Piyush Pandey

Ajay Gahlaut 3 days ago

Piyush Pandey

The world needs heroes. And we all need idols. That’s what takes the human race forward. People we can look up to and marvel at. People who blaze a trail we can follow. People whose shoulders we stand upon to see farther than we ever imagined. Larger than life men and women who seem to bend the world to their bidding through sheer force of will. Who we watch open mouthed as they weave their mysterious, powerful magic, and say to ourselves ‘I could never do that.’

It was 1996 and I was working in Sista Saatchi & Saatchi, Bombay when I first saw Piyush Pandey. It was at a media party thrown by Prime Sports and ESPN to celebrate their merger. The venue was a 5 star hotel in South Bombay and the theme for the party was, you guessed it, sports. They had created little booths with all kinds of games around a large banquet hall. You got three chances to throw a basketball through a hoop, or you could race remote controlled cars around a slalom course. There was a bowling machine you could bat against and several other games scattered around the room. You could enter a tournament where points were tallied across all games and the one who scored the highest won a prize. Piyush and Sonal Dabral were working their way around the room playing game after game. Like a star struck Mary’s lamb I followed at a discreet distance. Piyush was, as usual, cracking jokes and exploding into his trademark laughter from time to time. But when it would come to the game he would put his whisky glass away and focus totally on the task at hand. A furrow of concentration would appear on his forehead and he would transform into the elite sportsman he once was. At the slightest sound or disturbance from the band of followers around him he would whip around with a fierce scowl, cowing us into, pin drop silence.

‘My god,’ I thought to myself, ‘it’s just a party game and he actually wants to win this.’ And. then it dawned on me that the great become great through a winning mind-set. Whether it’s a multi crore pitch or a game of marbles it is the attitude that takes you on to victory.

Half a decade later I had the good fortune to join Ogilvy Delhi. One day Vibha Desai, our head of office, came to me and my partner Sudip and said that Piyush would like to brief us personally on the Pulse Polio campaign. I was only an Associate CD then and usually it was the Creative heads who would interact with Piyush. It turned out that I was the only senior enough chap who could write in Hindi at that time. I thanked God for my Kendriya Vidyalaya education and couldn’t wait to get cracking on the brief. We met Piyush at the Bristol Hotel in Gurgaon. It was our first interaction with him on work and we were nervous as hell. He put us at our ease and offered us breakfast. We spoke about everything but the Polio campaign and then, just before leaving he turned to us and said, ‘Ek idea hai. Mr Bachchan ko Phir se angry young man banate hain. Filmein likho jin mein woh un logon se naraaz ho rahe hain jo apne bacchon ko Polio ki drops nahin dete. Dil se likho Aur Kal tak mujhe Mail Karo ‘. Saying which he got up and left for some meeting.

I reached office at 7.30 am the next morning and started work on the scripts. I wrote them and re wrote them and polished them and pruned them and honed them. Finally they were as good as I could make them and, with a shaking finger, I pressed the ‘send’ button on mail and sent them off to Piyush. The next couple of hours were the longest of my life. I must have checked the mail 50–60 times in that duration. Finally a mail from Piyush appeared in my mailbox. Nervously I opened it. There was a three word reply. ‘Very nice scripts.’ Now I have had the good fortune to win many awards and accolades since that day and even been on stage at Cannes to receive a Gold Lion. But no feeling has come close to the euphoria I felt when I read that three word email from Piyush. I printed it out and kept it in my wallet for years, referring to it whenever I felt a twinge of self doubt, until it became a tattered rag and disintegrated with time.

I have worked with great bosses earlier as well but Piyush goes beyond that. He is a great leader. The difference is, while you’re willing to take on any amount of work for a great boss, for a great leader you’re willing to take a bullet.

I remember 2008 as the worst year in my life. I lost both my parents that year. There was some film shoot I was supposed to go for. I couldn’t go because my dad had just passed away and there was the 13th day ceremony to perform. The client, who shall remain nameless of course, was informed. Under pressures of his own I suppose, he was upset when he heard that I wasn’t attending the shoot. He found it unprofessional. The fact that I had lost my dad did not seem to be enough of a reason for him.

When Piyush came to know of this he was livid. He picked up the phone and called his boss. ‘I will fill in for Ajay and come for the shoot’ he told him. ‘But tell your man not to be in my line of sight. Dikhega toh saale ko maar doonga’. Of such impulses and spontaneous gestures are great leaders made. I have no shame in saying that if Piyush asks me to jump the only question I will ask is ‘how high.’

Piyush appears to have a double PhD in People and Common Sense. He can meet a person for 5 minutes, exchange two sentences with him and know what kind of person he is. It’s uncanny. I’ve never known him to be wrong. I have found it in my interest to blindly follow his advice about people. And even more striking is his ability to find solutions by instantly simplifying a complex situation. Now, modesty apart, I have a healthy respect for my own abilities in this regard, but Piyush leaves me open mouthed time and again. It is more than a talent he has. It is a genius.

Perhaps the two phrases that typify him most are ‘woh mera dost hai’ and ‘baaki main sambhaal loonga’. I have been all over the world with him and he has a ‘dost’ everywhere. From Chairmen of rival agency groups to Vietnamese restaurateurs in Cannes, media group owners in Mumbai to Indian Ambassadors in Tokyo. He knows them all. They beam with genuine pleasure when they see him, hug him and invite him home for meals.

One cannot even imagine the pressure under which Piyush functions. Every client wants a piece of him. Even the smallest local clients say ‘Hume Piyush Ji se milna hai.’ He has meetings and seminars and media interviews to attend all the time. And yet he is sensitive to his colleague’s work load. If he sees me struggling with multiple mandates he will say ‘toh gaana likh baaki main sambhaal loonga’. What wouldn’t you do for a leader like that?

No discussion about Piyush is complete without an allusion to cricket. In 1998 Mark Taylor, the Australian test captain was playing against Pakistan in Peshawar. He was on 334, equalling the highest individual score by an Australian set by none other than the legendary Don Bradman. Taylor declared his innings closed at 334 saying that now ‘my name will always be connected to the Don’s.’

Many didn’t get it, but I understand perfectly. Even if I walk away from advertising today I will have no regrets whatsoever. I was part of the Pulse Polio campaign with Piyush Pandey. My name will always be connected to The Don’s.

(The author is the Chief Creative Officer, Ogilvy North and Deputy CCO, Ogilvy India)

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com
 

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Facebook announces new ad transparency policy ahead of India general election

The new policy was laid out in a Facebook Newsroom post by Facebook Product Manager, Sarah Clark Schiff

exchange4media Staff 3 days ago

Facebooklogo

With an aim to increase ad transparency ahead of the 2019 India General Election, Facebook has announced changes to the way ads are managed on Facebook and Instagram.

According to a Facebook Newsroom post by Sarah Clark Schiff, Product Manager at Facebook, “Now anyone who wants to run an ad in India related to politics will need to first confirm their identity and location, and give more details about who placed the ad. The identity and location confirmation will take a few weeks so advertisers can start that process today by using their mobile phones or computer to submit proof of identity and location. This will help avoid delays when they run political ads next year“

The post also says that from early next year Facebook will add a disclaimer to all political ads providing information about who is placing the ad, and an online searchable Ad Library, which can be accessed by anyone. It will contain all political ads from a particular advertiser and will provide information such as the budget of individual ads, as well as the demographics of who saw the ad, etc.

Facebook also said that they will be rolling out a new policy that requires all politically related ads to be run by advertisers who have completed the authorisations process and be labeled with the disclaimer.

However the company will not require eligible news publishers to get authorized, and their ads would not be included in the Ad Library.

Adding that “By authorizing advertisers and bringing more transparency to ads, we can better defend against foreign interference in India’s elections”.

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Piyush Pandey: The universal creative director everyone wants to impress

Here’s what some of Piyush Pandey’s ardent fans and disciples have to say about his appointment and how he has inspired them all

exchange4media Staff 3 days ago

PiyushPandey

The appointment of Piyush Pandey to the role of Global Chief Creative Officer came in as an important milestone not just for Pandey and Ogilvy India but for the entire Indian advertising community. It puts India on the world map like never before. 

Pandey’s mentees, competitors, those who have only known him through his work and those who have been working hard hoping that someday he will take notice are all overjoyed over his elevation, which makes him the first Indian to hold such a position. 

Here’s what some of Piyush Pandey’s ardent fans and disciples have to say: 

Swati Bhattacharya, Chief Creative Officer, FCB Ulka

This a matter of huge pride for all of us. Ogilvy is totally wrong if they think Piyush belongs only to them. He belongs to every agency in India. Whichever agency we have all been in, we have thought of him as the unseen creative director whom you want to impress. 

At Cannes this year, when he was winning the Lion of Saint Mark and I was about to win the Gold Lion in the Glass category, he gave me a kiss on my forehead and said “Shabaash.” That congratulations he gave me and the way he said “shabaash” recharged my batteries that evening. Last year, I had done an activation for Horlicks Kota. And I was delighted when Piyush included that work in his year-end address on the top five campaigns of the year. I am still flying high. 

His appointment as the global creative chief of Ogilvy also proves that no work is too Indian to be recognised globally. The point is that when you are true to the work you do and the work is authentic, it really doesn’t matter. Today, he can guide every other country under the sun because he was so true to his craft.  

Navin Talreja, Co- Founder, The Womb

Piyush would always say “Be so good that people can’t ignore you!” And I think the network could not ignore this man any longer. It is a moment of great pride for India because he is possibly the first Indian to be the Global CCO of a big network agency. The Lion of India to the Lion of St. Mark to the Lion of Ogilvy is a wonderful journey. And one that gives us all something to aim for. 

I started working with Piyush in 1996 as a Senior AE on Pidilite, and circumstances were such that I worked with him directly. I still remember how I would get a call on Tuesday mornings at 6, asking me to come over to his house because he had an exciting idea on Fevicol or Fevikwik and he could not wait to share it. Why this stands out is that he did the same even when I had become the Head of Mumbai. His consistent energy and excitement around a great idea is still there after everything and that’s something that stands out for me.

The biggest thing one learns from him is his ability to keep it simple and real. With the world going crazy around social media, data etc… his ability to bring all down to a simple idea that will appeal to hearts and minds is inspirational.

But there is a lot to learn and be inspired about beyond just the work he creates. The ability to define roles of each member of the team, making each person feel valued, having your back, creating an environment that makes you fearless to express, an environment that fosters creativity, his relationships with everyone, and above all, his ability to stay grounded, rooted and humble even after achieving the biggest accolades is something that all of us should learn and be inspired by.

Anil S Nair, CEO & Managing Partner, L&K Saatchi & Saatchi India

This is tremendous recognition for Piyush Pandey and India because he has always put India on the world map with is work. He changed the course of the Indian advertising industry by bringing in non-English and non-Western thoughts and ideas into his work. Since then, even the talent entering the industry has seen a shift away from just the convent-educated lot. 

I have never really worked with him because has been a competitor. But even as a competitor, I have great respect for him. In one of the pitches we did for a client, the client had made a decision to give the job to Ogilvy. When the client told Piyush that the idea from our team looked promising, Piyush requested them to share the idea and upon listening to the idea, he asked them to give the work to us. My respect for him went up 10-fold after this incident. He could have easily dismissed it, but he did not. Eventually Ogilvy and L&K Saatchi and Saatchi shared the client. 

Nima Namchu, Chief Creative Officer, Havas Worldwide

Like a lot of kids of my generation, I was humming along to "Mile Sur Mera Tumhara" playing on TV, long before I even knew who Piyush Pandey was.  

Years later, while working on competing brands, one burnt the midnight oil to write funnier stories than the ones he wrote for Fevicol or more insightful scripts like "Har ghar kuch kehta hai", which he wrote for Asian Paints.

I'm perhaps one of the unfortunate few who never had the opportunity to work with the big man. Having said that, whenever I have been in the vicinity, he has always responded to my shy nod or a hello with a nod, a broad grin, and on a lucky day, a pat on the back accompanied by a "How is it going? Keep at it!"...

From a respectful distance, I have admired how, at award shows, he would stand in the aisle and congratulate every winner coming down from the stage, irrespective of which agency the person may be from...

And some clients we pitched for have called apologetically to tell us that while they liked our work, they just couldn't let the opportunity of working with Piyush pass them by...

 

Perhaps the true measure of the man is in the stories told by people who have never worked with him.

 

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Another first for Piyush Pandey, only Indian to become a Global CCO

Pandey will take charge as global Chief Creative Officer at Ogilvy on January 1, 2019

exchange4media Staff 4 days ago

Piyush Pandey

India’s beloved ad-man Piyush Pandey was named Global CCO of Ogilvy effective January 1, 2019, on Wednesday. He becomes the first Indian to take up the role of a worldwide chief creative officer. 

On the appointment of Pandey, John Seifert, Chief Executive, Ogilvy Worldwide, said, “We could not be more thrilled that Piyush will be serving as our Chief Creative Officer, Worldwide and my creative partner.  Piyush is a true industry icon who is uniquely suited to lead our global creative efforts. Creativity has and will always be at the heart of the Ogilvy brand and culture. Piyush is the perfect leader to shepherd that legacy as we continue to focus on making brands matter as the leading creative network in the world.

Pandey entered the advertising industry in 1982 at a time when television ads were gaining popularity and Hindi was becoming a medium of communication on television. Pandey infused advertising with a unique Indian flavour, picking up on the most delicate behavioural, cultural, and emotional nuances of the Indian consumer. He is credited with revolutionising advertising in India by breaking away from Western and English influences. 

Growing up in a family that exposed him to the beauty of Hindi literature, poetry, and music, shaped Pandey’s creative instincts. His father loved Hindi literature and poetry and held poetry recitals at the Pandey household regularly. “Just being in the house, around my father, I became a lover of poetry,” Pandey writes in his book Pandeymonium. He calls his mother the creative director of the factory he grew up in and credits his mother for the inculcating the love for reading and writing in him. Pandey’s love for the Hindi language and music stems from his sisters. 

Over the last 35 years, Pandey has influenced creative minds and shaped the Indian creative advertising industry. He is the most illustrious and globally renowned advertising personality from India. Anyone who has lived through the '90s in India remembers the iconic Fevicol, Cadbury Dairy Milk, Asian Paints, and later, Rajasthan and Madhya Pradesh tourism ads that were crafted by him. 

Pandey has won many international awards over the last 35 years. Earlier this year he along with his brother Prasoon Pandey became the first Indians to receive the Lion of Saint Mark Award for Lifetime Achievement. It is Cannes Lions’ highest honour for legends in the communications industry. 

He won his first two Gold Lions for an anti-smoking ad that featured a Marlboro Man lookalike with a dead horse. Unofficially, he worked with brother Prasoon Pandey on Ericsson Cellphone’s One Black Coffee ad which is the first Indian campaign to win at Cannes in 1996. 

Pandey was the first Asian to be a jury president at the Cannes Lions International Festival of Creativity, in 2004. He received the Lifetime Achievement Award from The Advertising Agencies Association of India (AAAI) in 2010. In 2012 he was awarded the CLIO Lifetime Achievement Award. In 2016 he became the first person in advertising to receive the Padma Shri.

Pandey will take charge of leading the creative team at what is called the oldest advertising agency in the world on January 1, 2019. He will lead Ogilvy’s 100 offices based while being based in India - a place he calls a storyteller’s factory.  

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