Ogilvy's Piyush Pandey In A Freewheeling Conversation
It is not every day that you sit across the global adman for a candid conversation. Piyush Pandey, the advertising veteran, has often smitten us by his wit, clever lines and multifaceted ideas and this interview is no different. Batting some of the most recent & relevant topics, he effortlessly hits a six on all.
Having played a brilliant advertising inning so far, the stalwart has witnessed the different eras of advertising unfold and reverberate newer trends. For him, the arrival of colour TV after Asian games in 1982 enabled brands to reach Indian homes. Next, the influx of independent channels came in the 90s, which expanded the breadth of television and programming to many folds. Another significant change was advertising exuding an engaging tone. Last but certainly not least, the digital explosion that marked disruptive changes in the overall ecosystem, opening avenues for everyone to be a part of it.
On his comprehension of the Indian consumer, Pandey’s understanding of them goes back to his childhood days, perhaps being born into a large family of people with varied tastes and behaviours. His passion for cricket also took him to places that contributed to his learning journey. “So, the learning process and tasting the many flavours began without ever realising as to where will it come to us in my life. I was just enjoying it. And tea tasting was a job. No great planning there.”
Later in Calcutta, Pandey was introduced to the world of advertising and the rest is history.
On Growing Amity Between Client & Agency
The crisis year has evidently been hard on businesses, some of which have even shut down forever. However, Pandey emphasises the silver lining in terms of the overall client-agency relationship that has evolved for the better. A firm believer in finding opportunity in adversity, he believes that the bond has become stronger than before. “It is my belief that when in trouble, people understand each other better, they depend on each other more, people have the opportunity of helping each other out of the way.
In adverse moments, bonds are strengthened. When you're all caught in a shelter with the floods around you, people help each other. Adversity should be taken as a day of life, which will come once in a while but that is the greatest opportunity to bond with each other to understand each other to be empathetic towards each other. Just take challenges in your stride and say you're all in it together.”
On Advertising Being On The Essential Pedestal
In common parlance, advertising is seen to be one of the first areas to be hit in crisis situations. This was, in fact, evident by the trimmed ad spend during the past two years. Commenting on whether this translates advertising as a luxury, Pandey asserts, “No, how can it be luxury? It is an absolute essential. And ad spending will go down if somebody is not being able to reach his markets. Somebody is not being able to distribute their products because people are not stepping out. Then that somebody's suffering and you are that somebody’s partner and you cannot say that’s his problem. He is your partner, how can it be his problem? It’s our problem. So, it was not luxury at all.
So, we need to adjust and adapt and draw a parallel from the game of Cricket. If it's raining, the wicket is bad. Then you have to change your game and play accordingly- till the wicket gets soaked in and rise up. No parallel is a better parallel than your own. How you handle adversity is the way you work with your clients, your clients become your extended family.”
On Indian Work At The Global Platform
Pandey likes to look at it in two ways. “One is where does the work stand on the Indian platform. That is what you're paid for. I think our work is very good. And at the global platform also, Indian work is looked at with respect to expectation. Our Indian movies are looked at with respect. Yes, they may not be winning Oscars, but that's a different forum,” he shares proudly on the super works produced by Indian agencies.
On What Is Yet To Challenge His Creative Capabilities
Pandey quips about never working on goals. He takes one day at a time and makes the best use of it. Of course, his New Year ritual is what keeps him motivated and readies him for another eventful year. “I get up every morning and ask myself-so let's see what needs my input today. Let's see what idea I have, which may be shared with my team or with my clients. It may not have been asked for. So, proactive thinking at times. As a habit, on the last day of the year, I take one hour of me-time, off my family or friends. That's my time to say “Iss Saal Kuch Kiya ki nahi Kiya?”. The answer is mostly yes. Then, I get up the next morning and say that that match is over, today you are batting again on zero, start again,” he reveals.
