Personal interface cannot be matched by face-time: Piyush Pandey at IAA World Congress

On Day 2 of the IAA World Congress in Kochi, Pandey, Worldwide CCO of Ogilvy, gave a new twist to the word sustainability in the world of advertising

Piyush Pandey

The closing session of Day 2 of the International Advertising Association (IAA) World Congress was addressed by Piyush Pandey, Worldwide CCO of Ogilvy who gave a new twist to the word sustainability in the world of advertising while speaking on ‘Brand Communication for social change’.

Pandey said, “Sustainability of human relationships and emotions are under threat in this digital world. Twenty years ago when I worked for a paint brand, I remember hearing - let’s make a three-bedroom house because my child needs privacy. Today, people want to keep open doors, open spaces because children are not talking with each other - they are glued to their gadgets. Human relations are not being expressed the way they should be.”

He goes on to ask if we are getting so caught up in the digital world that we have stopped caring about each other, adding that brands can make a social change, and also better human beings. He gave the example of two ads made by his agency - one for Google and the second for Amazon, proving the point that human relationships are permanent.

Pandey says, “Personal interface can never be matched by face-time. Companies like Google and Amazon are doing messaging which is beneficial to the society and the brand and there is immense value to this. I salute brands which think of helping society in some way through their ads."

Talking about the importance of relationships he gave a personal example, “I still remember one day I had gone to Jaipur and I saw there were two dals on the table and I asked my mother, why there were two. She said ‘the neighbor knows that you love their dal and they knew you were visiting, so they sent one'. Now that’s what needs to be passed on in everything that we do. That is what a brand like Brooke Bond Red Label has done through their ad - 'swaaad apnepan ka'. 

Signing off he says, “Sustainability of environment is about making life go on, but sustainability of relationships is about making people enjoy the journey of life.”

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