Management books say "Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services". The 'management' definition is better kept in the books that we students read. What is more important is how an advertisement changes the perception of the society and the way it thinks."Kuch Khaas hai Zindagi mein , Kuch Khaas hai hum sabhi mein",(There is something special about Life, There is something special in all of us) .These lines were used for the Cadbury ads that literally boomed the sales of Cadbury and also gave a sense of individuality to people of the country that was still young and its society was still adamant to express its desries. "Har Ghar kuch kehta hai", a brilliantly scripted poem for Asian Paints worked wonders for the company to create an image for itself in the minds of the people. Who would have ever thought that an ad could teach, influence people and would also do the job that it has to do.The perfect blend for an ad is the personal touch and promotion of the product in the most ethical manner. In the advertising fraternity there is one man who is thought of when the name 'Cadbury' and Fevicol comes up, and he is Mr Piyush Pandey, Chairman of South Asia and former Chief Executive and National Creative Director of Ogilvy and Mather, the advertising agency.
Piyush Pandey was born in Jaipur, Rajasthan, and completed his education at the prestigious St Stephens College, Delhi. He was known to be a really good cricketer during his university days, and has also played Ranji trophy. Trying his hand at Tea Tasting and Construction, he later became a part of advertising.
He joined Ogilvy in 1982 and in 1987 he was moved to creative team, where his first assignment was that of a language copywriter. Piyush Pandey is known for making the famous "Mile Sur Mera Tumhara" campaign in the year 1988, the national intergration film for the Lok Seva Sanchar Parishad. His mom says that "I didnt know much about advertising, and thought what exactly is he doing with his career, i can understand about Engineering, or a Doctor, or an IAS officer, what is advertising? But when I saw that he has been doing really well and is successful, I understood that he was working at a really good place". Piyush Pandey has put the Indian advertising on the world map and has made significant place for himself to represent Indian Advertising abroad.
Some really good advertisments that Piyush Pandey has made are
Fevicol's "Jor laga ke ... haisha", the Feviqwik ad where a corporate goes out for fishing and a fisherman enters and uses feviqwik on his stick and puts it in the water, it is said that Piyush Pandey actually did this at his office by using a stick and the coin. Though the management at Pidilite was skeptical about it, the ad did a great job in promoting the product.
Asian Paints: " Har ghar chup chap se yeh kehta hai, ki andar isme kaun rehta hai " the lyrics for this song are one of the best written for an ad campaign and in the words Mr Anand of Asian Paints "have connected to the consumers who did not strongly identify with the paint, but who had strongly identified with the home."
Cadbury : It took a year to build the ads for Cadbury. People were quite ashamed during the times of 1990s, and did not like to be seen with a chocolate bar in the public. The "Kuch Khaas hai hum sabhi mein" where a girl comes down and dances on the ground when the batsman hits a six and wins the match, had changed the perception of people towards having chocolate.
The Centre Shock ads were also a brain child of Piyush Pandey and his team at Ogilvy.
Piyush Pandey is one of the favorite boss that employees at Ogilvy, who promoted ideas, leadership and recognized talent. Contribution to the advertising and recognizing the right people for the job have made Piyush Pandey a man of great importance in the advertising fraternity. Prasoon Joshi, famous lyricist and advertising copy writer who heads the McCain group, India has also worked in the team of Piyush Pandey when he worked at Ogilvy. Advertisements play a critical role in defining the choice of a consumer in our country, who enjoys a little story, and seeks entertainment in the ads too. And that is where people like him, R Balki, Prasoon Joshi etc play their magic.
Last year Piyush Pandey was awarded the Lifetime Achievement Award by the Advertising Agencies Association of India, and is also the recipient of The most influential man in Indian Advertising for 8 years in a row by the Economic Times. We as a country are lucky to have people like Piyush Pandey who have the ability to express their feelings, convey their messages, through their work, that lasts for a frame of a mere 30-45-60 seconds on the screens.
Piyush Pandey was born in Jaipur, Rajasthan, and completed his education at the prestigious St Stephens College, Delhi. He was known to be a really good cricketer during his university days, and has also played Ranji trophy. Trying his hand at Tea Tasting and Construction, he later became a part of advertising.
He joined Ogilvy in 1982 and in 1987 he was moved to creative team, where his first assignment was that of a language copywriter. Piyush Pandey is known for making the famous "Mile Sur Mera Tumhara" campaign in the year 1988, the national intergration film for the Lok Seva Sanchar Parishad. His mom says that "I didnt know much about advertising, and thought what exactly is he doing with his career, i can understand about Engineering, or a Doctor, or an IAS officer, what is advertising? But when I saw that he has been doing really well and is successful, I understood that he was working at a really good place". Piyush Pandey has put the Indian advertising on the world map and has made significant place for himself to represent Indian Advertising abroad.
Some really good advertisments that Piyush Pandey has made are
Fevicol's "Jor laga ke ... haisha", the Feviqwik ad where a corporate goes out for fishing and a fisherman enters and uses feviqwik on his stick and puts it in the water, it is said that Piyush Pandey actually did this at his office by using a stick and the coin. Though the management at Pidilite was skeptical about it, the ad did a great job in promoting the product.
Asian Paints: " Har ghar chup chap se yeh kehta hai, ki andar isme kaun rehta hai " the lyrics for this song are one of the best written for an ad campaign and in the words Mr Anand of Asian Paints "have connected to the consumers who did not strongly identify with the paint, but who had strongly identified with the home."
Cadbury : It took a year to build the ads for Cadbury. People were quite ashamed during the times of 1990s, and did not like to be seen with a chocolate bar in the public. The "Kuch Khaas hai hum sabhi mein" where a girl comes down and dances on the ground when the batsman hits a six and wins the match, had changed the perception of people towards having chocolate.
The Centre Shock ads were also a brain child of Piyush Pandey and his team at Ogilvy.
Piyush Pandey is one of the favorite boss that employees at Ogilvy, who promoted ideas, leadership and recognized talent. Contribution to the advertising and recognizing the right people for the job have made Piyush Pandey a man of great importance in the advertising fraternity. Prasoon Joshi, famous lyricist and advertising copy writer who heads the McCain group, India has also worked in the team of Piyush Pandey when he worked at Ogilvy. Advertisements play a critical role in defining the choice of a consumer in our country, who enjoys a little story, and seeks entertainment in the ads too. And that is where people like him, R Balki, Prasoon Joshi etc play their magic.
Last year Piyush Pandey was awarded the Lifetime Achievement Award by the Advertising Agencies Association of India, and is also the recipient of The most influential man in Indian Advertising for 8 years in a row by the Economic Times. We as a country are lucky to have people like Piyush Pandey who have the ability to express their feelings, convey their messages, through their work, that lasts for a frame of a mere 30-45-60 seconds on the screens.
good job jimmy...!!!
ReplyDeletekeep it up...