27th August 2010

Follow the people, not the awards Piyush Pandey

Piyush Pandey 27 August 2010 campaign supplement 3 Long may you flourish, Piyush

“Brand Piyush stands for everything that is good about Contents

Indian advertising and its Shelly Lazarus 04 communication – a great Piyush is a figure beyond advertising Miles Young 05 intellect with deep creative He is our conscience – it’s as simple as that

understanding and power. Tham Khai Meng 05 As I have said many times Proud to see a creative at the top of the tree Prasoon Joshi 07 before, if we could replicate our I can’t forget those early morning calls Sir Martin Sorrell, CEO, WPP Indian agencies and business R Balki 07 across the world I could have One of the few people I love to drink with Rajiv Rao 09 retired a long time ago. Full of A man who starts his day with 2 cups of tea insight, humor, intelligence and and 3 new ideas Abhijit Awasthi 09 intellect, Piyush is emblematic But all these rare qualities, and many more, in of the growth and development one man? Malvika Mehra 11 Most NCDs have passed out of ‘ The Piyush of the Indian advertising Pandey School of Advertising’!

business. Happy 28th Amit Akali 11 Amongst other things, he’s given the Industry Anniversary, Piyush – long may half its heads

you continue to bring colour and Bobby Pawar 13 He didn’t just build an agency, he created an vitality to our industry. Long institution

may you flourish. Thank you for V Sunil 13 That confidence made me start my own all you have done for Ogilvy, WPP company India, the Indian advertising Harit Nagpal 15 All of his insights are the outcome of deep industry and world advertising.” emotional experiences Kavita Nair 15 Piyush spent all evening sharing his great wisdom on work and life

Sonal Dabral 16 The best stuff happens outside, well away from the workplace

Josy Paul 16 Piyush is a generous mother with hundred breasts

Sagar Mahabhaleshwarkar 17 I always call Piyush when I get stuck. Called him out of habit.

From Piyush’s Archives 18 Piyush shares some great meomories

Kapil Dev and Arun Lal 22 Of Piyush Pandey, the cricketer 4 campaign india Supplement 27 August 2010 27 August 2010 campaign india Supplement 5 Piyush is a figure He is our conscience – Proud to see a creative beyond advertising it’s as simple as that at the top of the tree It wouldn’t be Ogilvy India without He was not just an ordinary creative His contribution to the early Indian Piyush director: he was much bigger than that advertising lifted the game in India

Shelly Lazarus Miles Young tham khai meng Worldwide Creative Director & Chairman, Ogilvy & Mather Worldwide global CEO, Ogilvy & Mather Worldwide Chairman, WW Creative Council Ogilvy & Mather Worldwide Citation

The Advertising Agencies Association of India takes pleasure in presenting the AAAI Lifetime Achievement Award 2010 to Piyush Pandey.

For his outstanding contribution to the growth and development of the Advertising Industry in India. first met Piyush in Cape Town in fies that model. He too sits on the November 1999 when Neil Ogilvy Worldwide Creative Council French invited me to the Ogilvy with me and his global contribution For his leadership and entrepreneurial zeal, Cadre meeting. The Cadre con- goes back to his many years serving sists of the top ten offices in the on the Council, fervently stoking, that transformed an agency into Ogilvy network. We hit it off and guarding and chopping the wood to weI found ourselves clambering up feed the creative flames. an enviable creative powerhouse. ine is a very long rela- inspires everyone else.There are, for Table Mountain on all fours along- tionship, and there are exmple, a few campaigns that define side Ranjan Kapur. I had just joined There were many memorable mo- so many memories that I a company. Hutch is certainly one of Ogilvy and I thought this was not a ments with Piyush. One unforgetta- could go on for ever. For them. Later we had great work for bad bunch of lads. ble time was in 2001 at the Gutter For his commitment and endeavour to me, Ogilvy India was Vodafone, which reached a new high Bar in Cannes when Piyush, Jureep- Ranjan (Kapur) and Pi- with the Zoozoos. That gets people His contribution to the early Indian orn and myself stayed up all night, yush.M It wouldn’t be Ogilvy India to say Ogilvy is remarkable. advertising lifted the game in India, till the wee hours of the morning, nurture talent, many of whom lead the charge without Piyush. For me, Piyush has always been a in particular work for Fevicol, Per- drink firmly in hand. We were wast- at other agencies today. His contribution to Ogilvy India is favourite. I still remember getting a fetti etc. The distinct local flavour in ed, the cleaning trucks were out extraordinary. He delivers great call from the organizers of Cannes those ads gave the world a glimpse washing the streets and we had this quality output and great results. when they wanted to invite Piyush of full-on, authentic and unadulter- neat table all to ourselves. Atop this Some offices are creative stars, some to chair the jury – the first time an ated Indian culture. I remembered table were acres of empty beer bot- offices are offices everybody looks Asian would be invited. I was de- Piyush and I sat down one day and tles, and between us, we had written And for helping India earn global recognition up to, there are offices we look at with lighted, and, for the first time in my we came up with the Fevicol “Bus” more than a dozen scripts for a beer pride. For as long as I can remember, life, I went to Cannes. I must add, I’ve first met Piyush on my inaugu- the world, and for the Indian adver- TVC idea over a drink. We had great company. We decided to run the and applause for its creativity. Ogilvy India has been a star. Piyush never been to Cannes since! ral visit to India in 1995, just tising business to prove that it could fun writing it and wasted no time ex- ideas past Ranjan to see if he liked has the magic and delivers work that Piyush’s contribution transcends after I had moved to Asia. Then be world-beating, it meant a change ecuting it once the client bought the any of them. We called him around 6 charms, delights and delivers. just India. By the work he’s done, he was the Executive Creative of orientation and of behavior. He idea. Around that time, it was a turn- am. This sleepy croaky voice at the He has a humility that is remarka- he’s demonstrated how potent ad- Director of the Agency. Right pushed through those changes, and ing point for Indian advertising. As other end answered the four-party He is truly deserving of the high commendation ble; great work is all about ‘the peo- vertising is. He’s created great ad- from get-go I realized he was more than anybody else is responsi- we started to take the piss, the Indi- conference call but he hadn’t the ple who work with him’. “That was vertising that has transformed busi- notI just an ordinary creative ble for the high repute in which In- ans in turn began to laugh at them- faintest clue what we were on about. which this award bestows on him. Hepzi.” “That was Rajiv.” He’s al- nesses, some from unknown entities director: he was much bigger than dian advertising is held now around selves. The sense of confidence was Ranjan should be given a hand- ways giving the credit to all those to significant ones. that. He was a personality, but a the world. palpable. It was a great ride and very forged medal just for that feat alone. around him, it’s never him! Piyush is a one man tourism minis- personality with a point-of-view, He is our conscience – it’s as sim- soon, everybody got the hang of it. I We believed we had some stonking- He has a miraculous way of taking ter for India. He so loves India. and what put him into a league of ple as that. In all our global meet- believe that flavour remains till ly brilliant ideas in the mix — of young people under his wing, chal- Whatever I’ve seen of India, I’ve his own was that this point-of-view ings, he brings us back to earth, to the today. course we did. We challenged him to lenging them, provoking them, get- seen with Piyush. Later this year, my extended to the world, not just to important things. He cuts through sell it to the client, and we threat- ting great work out of them, and then husband and I will be his guests at the confines of the ad business. the complexity, and reminds us of I am proud to see a creative at the ened that if he couldn’t sell it, he ensuring that he stays out of the Goa, at his new house. The last time That, in turn, made him a much bet- when we are actually there. top of the tree, and running a coun- shouldn’t come back to the agency. 13 August 2010 spotlight. we were in Goa, Piyush, my husband ter Creative Director. One of the most memorable was try as large as the size of India. As a This went on for God knows how His greatest talent is in first at- and I were walking around. Sudden- His contribution was that he raised riding with him in the private car- creative director and Chairman of long, he hadn’t the foggiest idea what tracting and then managing great ly, a man walked up to Piyush and our sights. He embraced the idea riage on the train to . I pre- Ogilvy India, he represents what we was going on, but as soon as we hung creative talent. asked Piyush for his autograph. that being No. 1 in India was good, pared the food, he brought the alco- are trying to instill all along, ie the up the phone we fell about laughing Piyush is truly one of the great Piyush is a figure beyond adver- but not good enough. But for Ogilvy hol and we had one of the longest head of creative is the equal partner so much that Jureeporn fell off the leaders of the company globally; he tising. India to be of the great agencies in lunches I can remember. to the head of office. Piyush personi- edge of her chair.

27 August 2010 campaign india Supplement 7 I can’t forget those One of the few people early morning calls I love to drink with He changed the way advertising We both chickened out at the thought leadership was seen of an impatient

Prasoon Joshi executive chairman and regional R Balki Chairman and chief creative officer, Lowe Lintas creative director, McCann Erickson Asia Pacific

e is also very compassion- Apart from humanizing the brand, iyush….besides the mous- opposite Amitabh. I think that’s one ate if he feels the reason is which was rare feat during those tache and the mad laugh…is of the few occasions when both he genuine. Piyush loves fam- times, asli sawaad zindagai ka for me one of the very few people I and I have been cowards. We both ily and friends and is most is Piyush; he has expressed himself love to drink with. I vaguely chickened out at the thought of an himself when around with in this campaign. He has a very emo- remember all our drunken impatient Amitabh Bachchan wait- his close ones. There is no tional side to him that comes through evenings…but I clearly re- ing for Piyush to get his lines right or Hclear cut distinction between his wonderfully in this campaign. memberP the time when I seriously waiting for Piyush to finish a cigarette professional and personal life – one He is definitely the one who’d wanted him to rehearse for the role break every three minutes. Regret it. flows seamlessly into the other. I kick the football on his way to work, that Paresh finally played in Cheeni We should have done it. recall many evenings sitting in his he is definitely the one who’d jump Kum. We spent a few afternoons at He can’t be boring. house spending time discussing ex- with joy and do a jig on the floor. It my place and his…shooting him and I think his greatest work is for periences, ideas and enjoying is not that girl Shimona on that seriously trying to prepare him to act Asian Paints! music. field, it is Piyush. He does I can’t forget those early morning not stop himself from expressing calls. When he has read something emotion. If he needs to give you a — a story, a joke, a couplet or when tight hug then the most well tailored he has an idea germinating or he has and carefully woven lining of a suit recalled an incident or has had a new will not stop or restrict him; he will thought — he used to call very early go ahead and give you that hug. in the morning. I am not an early His contribution is there for all to morning person and his call used to see. His work speaks for itself. He be my wake up alarm. Sensing the changed the way advertising lead- grogginess in my voice, he would ask ership was seen. Certain prerequi- me to have a cup of tea and call back sites of being an advertising CEO in ten minutes. In case I went back to got redefined by him. He made the sleep, he would ensure he reached industry realize it’s about great cre- my wife and got her to wake me up ative product and passion for the and take his call! Piyush has a child profession which makes you a lead- in him who wants things now. He is er, not mere management degrees very spontaneous, very open. and statistical abilities. His most wonderful traits are his I remember many many years ago spontaneity, passion, and spirit. Pi- in a Cannes party where we Indians yush doesn’t sulk; he bounces back. must have been a a 2% minority I remember an incident many amongst the 98% Caucasians and years ago. Dressed in our best we Piyush egging us on to sing and enjoy reached the venue for the Filmafre the ‘Jaipur ka raja ki rani’ song.. And awards. There was no one at the ensuring that everyone’s attention venue. We had reached a day earli- was turned to what the ‘Indians’ er! Instead of sheepishly heading were doing. Not being ashamed or back home we made an evening of self conscious about our culture, our it. We had great food, recounted identity, not trying to toe the line of and told crazy anecdotes and had a western civility or decorum nor get- great time. Piyush always saw a sil- ting intimidated or being out of ver lining somewhere, somehow. place... if we are loud so be it, if we Amongst his work it’s Cadbury are colourful so be it.. Piyush in- Dairy Milk that is significant for me. stilled that. 27 August 2010 campaign india Supplement 9 A man who starts his But all these rare day with 2 cups of tea qualities, and many and 3 new ideas more, in one man? Piyush is single handedly responsible I’ve learnt more from him outside of for the way Indian advertising is today office about life in general Rajiv Rao Abhijit AwastHi national creative director, Ogilvy India national creative director, Ogilvy India

’ve met some very intelligent dabba at lunch time creating a very people in my life. PeopIe who informal and homely environment in have had the vision to see what office. There is just so much to learn others couldn’t, the wisdom and from him. the ability to distill down the most I’ve been very fortunate to have got complicated of issues to some- so much time with him, in and outside man who starts his day if he ever decided to be on Face- thingI very simple. of office. In fact, I’ve learnt more from with 2 cups of tea and 3 new book. I’ve met a few sensitive souls who him outside of office about life in ideas. A man who has always taught us don’t need to hear what’s weighing general . A man who needs no in- to play on the front foot. on someone’s mind but know exactly troduction. A man who believes in you more what to say to make them feel better. He has a very very large heart that gives A man whose brand than you do. I’ve come across some folks with him the ability to build a bond with identityA is a handle bar moustache. A man who has been our ‘Man of enough stature to dwarf a giant but anyone instantly. That way he can get A man whose laughter can be the Match’ for all these years. they’re big enough to never make his point across as well as inspire oth- heard before you enter his build- A man who ends his day with his others around them feel small. ers around him. ing. favourite dal, roti and sabji. I’ve been around some rather emo- A man who loves cricket more tional people who can go moist in Piyush’s greatest work? Tough one, but than advertising. I can never forget the day when he their eyes just seeing a warm, fuzzy ad gun to my head, I’d pick two - Cad- A man who loves advertising walked into our cabin (me and Ma- film (really!). Not to mention, some bury ‘Real Taste of Life’ and Fevicol more than cricket. hesh V) and asked us casually who’ll crack the most wicked and po- campaigns. A man who will find an Indian “ What do you guys plan to do? You litically incorrect jokes without of- restaurant even in Timbuktu. want to head the Bangalore office?” fending anyone...that’s an art!! Piyush’s contribution to Indian advertis- A man who refuses to grow up. I almost fell off my chair. I’ve seen some very calm and com- ing? The flavour that Piyush brought A man who gets tears in his eyes Once you meet him its hard to for- posed people who are patient with to Indian advertising revolutionised watching a commercial or a bird get him. even the most unreasonable of creativity in the country and inspired building a nest. blokes. And then some who’ll jump an altogether different breed of crea- A man who will always reach a His best work, in my opinion, is the up and celebrate even the smallest of tives to join the industry. Whether it meeting before you do. Cadburys (Real taste of life) cam- joys like a child. has been creating work that the A man who never reads his speech paign. A film that literally gave me But all these rare qualities, and neighbour loves as much as the juror but simply talks from the heart. goose bumps and made me love many more, in one man? There’s only in Cannes and inspiring others to do A man who has at least 500 phone what I do. one person that I can think of. so in the bargain. Or producing a bat- numbers stored in his brain. tery of Creative Directors who helm A man who claims to be a ‘DOG- Piyush is single handedly responsi- Every little interaction with Piyush is most of India’s top agencies. Or in- FATHER’ to his 5 dogs. ble for the way Indian advertising is hugely enriching. So whether it is the spiring clients to be brave and not A man who can’t operate a com- today. He has given us an identity of enthusiastic phone call at 6.30 am to dumb down the communication...Pi- puter but can run a company of our own and made us proud of what share an idea or the reassurance with yush’s contribution has been nothing 1,200 people with ease. we are. And clearly all the Indian which he says, ‘koi baat nahin…sam- short of phenomenal. A man who addresses his mother commercials that have won inter- bhaal lenge’ after we tell him about a as ‘mother’. nationally are a testimony to that. certain screw-up. I think Piyush’s biggest contribution to A man who can’t stop himself He literally caught the world by From the ‘khelo front foot se’ phi- Global advertising has been to inspire from calling fifty friends to share a its throat and demanded attention losophy to the ‘*&^% faad denge belief in advertising folks in different joke. by doing some great work. And saalon ki’ rallying cry before a pitch. countries to take pride in their own A man who would’ve at least India arrived on the global adver- Or just the way in which he would culture and language to develop their 10,000 real friends on his Facebook, tising scene. go around eating from everyone’s own unique flavour.

27 August 2010 campaign india Supplement 11

Most NCDs have passed Amongst other things, out of ‘ The Piyush Pandey he’s given the Industry School of Advertising’! half its heads Passion and integrity. He works on Piyush has this knack of quickly getting them as if they were his own to the crux of the problem Malvika Mehra Amit Akali national creative director, Grey India national creative director, Grey India

994, Ogilvy office, APJ House Passion and integrity. He works y first meeting was when I Kamala Mills office he called us in Churchgate. A very nerv- on them as if they were his own. actually interviewed Piy- down to the 3rd floor (Bombay of- ous Malvika Mehra sum- With complete honesty. ush Pandey before he in- fice sat on the 4th floor) for a brief. moned to Mr. Pandey’s office. While at Ogilvy, as a trainee visu- terviewed me! 16 years We finished the meeting and headed Enter his cabin tentatively, aliser I had done an ad for Asian ago, I was yet in college back. By the time we reached up, the only to be greeted by a boom- Paints. It was a picture of a blue and editing the youth sup- phone was ringing. It was Piyush ing1 voice, a warm handshake and a Krishna with the line ‘Mera wala plementM of the Afternoon Despatch calling with an idea! letter in his hand ‘Well done Malvi- Blue’. and Courier – In Touch. I wanted to ka, (had not graduated to Malu I thought it was a damn clever join advertising and meet Piyush who Piyush is one of the most humble then). You are confirmed and you idea for a Janamashtmi release. was a legend even then. So I rigged an people I’ve ever met. Also the most start with a princely sum Rs. 1500/- Very proudly, I took it to Piyush. He interview with him for the newspaper. enthusiastic. Just a couple of months per month’. saw it, took the pen from my hand After I finished asking him questions, ago, at Cannes, he took a group of us Am over the moon, thank the man and added an extra ‘e’ in ‘Mera’. I asked him for a job. He asked me for out for dinner to a tiny Vietnamese quickly and literally run out of room! It became ‘Meera wala Blue’ and I my portfolio. I said I didn’t have one. restauran, the owner and chef of Phew! Bachch gayi. got my first award that year for it. A He said to come back when I did. I did, which is an extremely moody, but Cut to 2010. Malvika still gets up Cag. 10 years later. Piyush obviously didn’t fabulously talented individual; he’ll from her chair and stands in atten- Cut to March 2010. I was clearing remember that first meeting. I re- give you a table only if he feels like, tion every time the man calls! and sorting out my papers at Ogilvy minded him of it when we were leav- not allow any of his waiters to take His heart. It’s the biggest Bangalore just before I quit and ing Ogilvy. the order and take it himself, that too contribution anyone can make to a being the hoarder that I am, only when he’s ready. Piyush loves profession. He puts it into every I actually found the same ad! Piyush’s contribution to O&M India and this guy, respects his talent and ac- brand that he touches and every Suddenly all the memories came to advertising in India is plenty. cepts his eccentricities. In fact he person that he interacts with, be it flooding back. I could not think of a Amongst other things, he’s given the treats him how one would treat a the client, his Creative Directors or more appropriate parting gift for Industry half its heads. He’s principal moody Creative Director. So after the canteen boy! Piyush. I cut out the Krishna pic- of the Ogilvy School of Advertising two hours of waiting the Chef finally If it weren’t for Piyush, brands ture, got it beautifully framed and from where most of the creative and took our order and half an hour later like Cadbury, Asian Paints, Fevicol, gave him a surprise visit on my next business heads of agencies today got our meal. The food was to die for. SBI Life etc. would have turned out trip to Mumbai, only to realise that have graduated; Prasoon Joshi, Halfway through our meal some of very different from what they are. he had just left for a function. Bobby, Ramanuj, Sagar, Sonaal, Shiv, us wanted to taste other dishes but And half the industry would be de- At 2 am that night I get a call from Praveen Kenneth, Mahesh Chauhan, were petrified of asking the Chef. Piy- void of National Creative Direc- a very emotional Piyush saying ‘ Malu, to name a few. ush took it upon himself to handle tors! Look around, you’ll notice Mujhay rulanay mein bahut mazaa him. He went and stood patiently that most NCDs have passed out of aata hai kya?’ Piyush has this knack of quickly get- outside the kitchen for ten minutes, ‘ The Piyush Pandey School of Ad- It’s one of the most overwhelm- ting to the crux of the problem and finally caught the Chef’s attention, vertising’! That speaks volumes ing feelings and memories with the coming up with a solution. You know then charmed him and got us our or- about the man. He is an institution man. I could write a hundred more, that if you don’t crack it quickly, Piy- ders. That for me shows the humility in himself. but I’ll need a book. ush will. I remember once, at the and greatness of Piyush Pandey.

27 August 2010 campaign india Supplement 13

He didn’t just build an That confidence made agency, he created an me start my own institution company The hug we shared after I picked up my His greatness? Big brain. Big balls. first Copywriter of the year award. Big heart. Bobby Pawar V Sunil Chief Creative Officer, Mudra Group ECD, Wieden + Kennedy India

It seems funny now. My first memory of One thing that gets lost among all the Piyush is presenting a campaign to great work he has done is that Piyush is him. a great instinctive planner. I couldn’t see beyond his mous- He gave me some of the best briefs I tache and to my timid eyes it looked worked on. I do believe Ogilvy owes like a matched pair of talwars. him back pay for all the planning-giri The idea painfully crawled out he has done. of my stammering brain. The ordeal was complete when he called some I will never forget eating Ghosto’s people in and told them, ‘Agar thum- (Piyush’s Man Friday) karela subzi he acche idea ki *&%d marwani ho at Piyush’s house after emptying toh, Bobby koh present karne ko his bar and singing loudly to constant bolo. irritation of his snobbish Napean Sea ______(Insert trademark Piy- Road neighbours. After a night ush laughter here)!’ of binging, Piyush would unfailing say, ‘Kitni lagaayi? Dus-dus? maine Piyush’s contribution to O&M India and bhi saat-aath pel dali.’ Arguing with to advertising in India? The brands he him on the 10 best Ogilvy commer- “Front foot se khelo.” al ones are in top secret shelf. But grew. The talent he nurtured. He cials reel that we used to do every I used to meet Piyush through a here’s one. When I told him I was didn’t just build an agency, he created year. The hug we shared after I picked common friend in , while I going to leave and start my own an institution. up my first Copywriter of the year was working in Contract. One thing thing, he said, “I don’t want to come award. I could go on. led to another, and I was joining in the way of your dream.” But in a Ogilvy. The whole world advised to week’s time he had given me so me not to join Delhi but Bombay. many un-believable options to con- So it was Piyush vs The Rest of the sider. It took me exactly one year to world. Piyush’s brief to me was to finally leave. turn the Delhi office around. There His greatness? Big brain. Big was a massive cultural difference balls. Big heart. between me and the rest of the of- His best work? Fevicol. fice. But strangely, sitting in Bom- When the rest of the industry was bay, Piyush knew what I was up to in trying to copy or be influenced by Delhi and gave full support to eve- western standards of advertising, Brand Equity was the first public rything I did. Good and stupid. His Piyush came in and started pushing forum which showed the world advice always was ‘play front foot’. I Indian values and languages with- Piyush’s extraordinary always do. That confidence made out feeling ashamed of it. This trend understanding of a changing me start my own company. Thank went on to become a kind of Indian India. you, Piyush. trademark in the same manner that Brand Equity saw him as the There are many great memories Japanese and Thai advertising were Numero Uno years ago! of him. Some of the super emotion- doing in the past. Will Piyush be in The A List this year?

brought to you by Who’s stayed hot enough to be in the List once again? Who are the stars who’ve emerged? And who’s had a bad year and makes an exit? Wait for the List you may agree with or disagree with, but the one you won’t ignore. If there’s one name that no one will question, it’s Piyush Pandey, the recipient of the AAAI Lifetime Achievement Award. Campaign India and aidem congratulate Piyush on the honour.

The A List will be available free only to subscribers and to those who have registered to receive Campaign India magazine. If you receive Campaign India but have not registered with us, visit campaignindia.in and complete the simple registration form or mail [email protected]. Campaign India does not guarantee that all applicants will qualify to receive a year’s free subscription. 27 August 2010 campaign india Supplement 15

All of his insights are the Piyush spent all evening outcome of deep sharing his great wisdom emotional experiences on work and life Piyush’s decisions are emotional and I’ve tasted the best kachoris in town ‘felt through’. thanks to him.

Harit Nagpal Kavita Nair associate vice president - marketing and MD, Tata Sky communication, Vodafone

iyush is not a friend or a Fevicol, for Cadbury’s; all of them Can you describe your first meeting with ush makes to brands he works on? professional acquaintance are so memorable. Piyush ? His understanding of the business, to me; he’s family. How He keeps delivering classics. As I I remember this in vivid detail ! his insightfulness and his ability to does one describe him? said, in his case all of his insights are I first met Piyush, in 1999, at our old create great work which is loved by The best way is to say he is a result of his deep rooted experi- Stanrose house office. the consumer and really works for more of a human being ences. I had joined what was ‘MaxTouch’ the brand. thanP most. Most people end up tak- He is constantly working. On a then a few months before and we had ing rationalised and thought number of occasions, I’ve received just moved our account to Ogilvy. Can you describe some memorable mo- through decisions, Piyush’s are a call from him at 7.00 am when he I was the ‘bachcha’ in the system ments you have had with Piyush? emotional and ‘felt through’. proceeds to rattle off a new script then and was normally never around For us at Vodafone and for me per- Piyush has an extraordinary and wants my immediate opinion. for fancy meetings. sonally, this journey has been so in- number of family and friends and The amazing thing is, very few of By some strange stroke of luck, I credibly memorable. he constantly ‘learns’ from them. them relate to my brand; they could happened to attend one of these I remember Piyush most for... his All of his insights are the outcome be scripts for any Ogilvy brand! meetings where I met Piyush. urgent calls at 7am if anything has of deep emotional experiences with I have extraordinary memories of It was a dynamic meeting. But what been reported on Vodafone or tele- his family, his friends and his col- times with Piyush. Let me describe I remember most is the time after. com in the newspapers [good or leagues. one. I was with him at Jaipur and we The three of us [my then boss, Piy- bad!]. One can’t single out any of his were dining together, finishing at ush and I ] went for dinner to Kwality, Our trips to Jaipur for Sirmur cup work as extraordiary. Everything 1.00 am. Piyush insisted that we met where Piyush spent all evening shar- and his incredible hospitality. I’ve that he creates is unique. Most crea- for breakfast so that I could taste ing his great wisdom on work and life tasted the best kachoris in town tive talents have one, or two, or some great kachoris. The next with me. thanks to him. three remarkable pieces. With Piy- morning, he was at the shop, in a All of which, has stayed with me His enthusiastic cheerleading and ush, everything that he creates is queue, at 6.00 am, getting them over so many years, and has really his incredible generosity. I will never fantastic. His work for Hutch, later fresh and hot. That’s Piyush, the helped me in my professional jour- forget the way he celebrated the for Vodafone, for Asian Paints, for friend. ney. Zoozoos and his pride and love for I am sure he doesn’t remember that Rajiv Rao, for having created some- day but for me it was priceless ! thing so magical ! I have personally learnt so much What can you say is Piyush’s contribu- from him – humility, generosity, being tion to O&M India and to advertising in true to the business that you are in, India? playing from the heart... the list goes What more can I say on this – isn’t it on. very evident! He is a very special person and has a wonderful way of making people feel What is the contribution you think Piy- special. 16 campaign india Supplement 27 August 2010 27 August 2010 campaign india Supplement 17

The best stuff happens outside, well Piyush is a generous mother with I always call Piyush when I get away from the workplace hundred breasts stuck. Called him out of habit. The responsible, disciplined, yet caring leader Nationalized Indian advertising, made it more Bharat I haven’t met a better man in my life Sonal Dabral josy paul sagar mahabhaleshwarkar regional executive creative director Asia and chairman India, Bates 141, India chairman and CCO, BBDO/Proximity India National Creative Director, Bates 141 India

iyush Pandey . pronto. He’d hand out challenges to me to crack A Big Moustache. A Bigger Heart briefs in a jiffy. Or he’d just crack it himself — in an Piyush Pandey —tea taster, cricketer, ac- even jiffier jiffy! Like the time he strode into my of- count executive, creative guru. There’s so fice, full of purpose, saying I had 15 minutes to come much to say about the man, it’s hard to up with a script for Fevikwik, and then called me 10 know where to start. minutes later saying he’d already done it. He told me PI first met Piyush way back in 1989. And in true Piy- his “fantastic” script and I honestly thought it was a ush fashion, it was not without drama. joke. But he brushed aside my reservations and after I and Prasoon Pandey, then a colleague at Lintas it was produced, the sales of Fevikwik shot through Delhi had come to Bombay to shoot the first big film the roof (not to mention the host of awards it won). of our career for Monte Carlo Winterwear. It was a Damn it! He was right again. big shoot and we were to be put up in a 5-star hotel, a Piyush’s speed is linked to another enviable asset- dream project for a young, lowly paid art director. — his ability to keep things sharp and simple. You f you meet a better man than Piyush, do let me other, pushed each other and O&M profited. Even The dream ended abruptly when Piyush (then a could give him the most convoluted brief and he’d know. after Sonal left for Asia Pacific duties they would Group Head at O&M Bombay) insisted that not cut through all the garbage to arrive at the big idea. iyush is a generous mother with hundred and said, let’s go to the client right now. Let’s tell I haven’t been sleeping all that well for the last keet bouncing ideas off each other to make it better. just his brother Prasoon but even the brother’s One that would hit the target right where it mattered breasts. There is always plenty for all. He him that what I said on the tape is true. The busi- three days. There was a time when South Mumbai advertising friend stay at his place instead of the fancy hotel. most. is nature’s wonder boy! He operates on ness should be with rmg david. I’m with you. I’ll Is it because Anant asked me write about Piy- types would snigger at Piyush behind his back, call- What a bummer! These ideas aren’t generated just within the office pure instinct. He does not work with back you. I still remember the look on the cli- ush? Or is it a case of writer’s block? Must be Piy- ing him a -copywriter, the guy who writes jin- Needless to say, I wasn’t exactly thrilled. environment either — some of the best stuff hap- charts, circles, triangles and ppt presen- ent’s face when Piyush and I walked into his of- ush.I Art Director’s don’t get writers’ block. gles etc etc. It is important to note nobody said it to I had a big surprise in store the next morning. Our pens outside, well away from the workplace. The tations. He follows his heart, and lets the fice unannounced. The client was on cloud I always call Piyush when I get stuck. Called him his face. The same guys would ape him a few years call for that day was at 6.30 am. At 5.30 am, we were one that comes to mind is when we were sipping a worldP around him inspire him. He dips his mind nine! out of habit. later. His work became more popular then any one’s rudely awakened by obscenities that are just too few beers at Cannes, throwing ideas around and he into the inkpot called life. Piyush has scant respect “Piyush, I’m stuck!”. else. I am sure that would have hurt many people. brutal to mention here. It was big brother, Piyush, suddenly said under his breath, “I see a dead horse”. for authority – his restless middle finger is living Piyush loves the world like a child. His sensitivi- “Arre Dil se likh” the man said “Jaise hum itne saalo But such is life. The man with better ideas, better brewing steaming, hot tea for us in the kitchen and Thus was born the ad for ‘Second hand smoke kills’- proof of that. He loves company and fights for ty is the soul of his creativity. He is sensitive to se likhte aarah hain”. Wanted to tell him “ Aapke thinking and a better army behind him usually wins. making sure that Prasoon and I were not late for the —and it went on to win two golds at Cannes the next people. When I was part of rmg david, he backed the point of tears. He has probably shed more baare main likhane ki jurrat kar raha hoon” which I I believe, Ogilvy is the best college of advertising very first important shoot of our lives. No lazing year. me blindly! He made me feel special. The dying tears in his career than he has shed ink. couldn’t say. there is and Piyush is the principal of that college. If around for us! This was my first glimpse of the re- With this informal, yet precise, approach, he pro- days of ‘David’ were particularly tough. Piyush’s I know Piyush since 1995. So much has been writ- you are looking for higher education in advertising, I sponsible, disciplined, yet caring leader he was— pelled O&M’s reputation from an ordinary agency actions made me feel that nothing ever dies. Piy- The list of Piyush’s great works is endless. His ten about him that most people know Piyush, the can’t think of a better place you can go to. something I was to witness many times in the follow- to the number one creative powerhouse in the coun- ush taught me to be brave, to play on the front writings for Asian Paints ‘Har ghar kuch kehta man, fairly well. Just see the O&M Almuni list - Sonal Dabral, Pra- ing years. try. Not just number one, but light years ahead of the foot, to trust my judgement, to stand up for my hai’ is absolutely brilliant. His lyrics for the an- But to know about Piyush, the creative person, you soon Joshi, Bobby Pawar, Abhinay Deo, Parag Tem- The next six days fell into a routine of sorts. We’d rest. belief, to be a David in the house of Goliaths. I am them ‘Mile Sur Mera Tumhara’ is a classic. His have to see his body of work carefully. Then you will bulkar, Rajiv Rao, Ramanuj Shastry, Abhijit Avasthi, awaken early in the mornings to Piyush’s hot cups of For me, it was a tremendous privilege to have been more of myself because of him. dialogues for SBI Life “Heere ko kya pata tum- realise what a remarkable man he is. Satbir Singh, Pushpinder Singh, The Upputuru Broth- tea, promptly head off to the shoot, work hard part of that meteoric rise. hara umar kya hai” is heart wrenching. See his Fevicol work to understand his fine sense ers. Kamal Basu, Shiv Sethuraman, Mahesh Chauhan, through the day and be entertained by him in the In 1996, we were just beginning to make our mark At ‘rmg david’, we had just won a pitch against of humor. See Cadbury Dairy Milk, to understand Anil Bathwal - the list goes on and on. evenings with generous amounts of Scotch and in international award shows. After a Finalist award Ogilvy. This was for a client called ‘Welspun Piyush changed the course of advertising. He his huge heart. ‘Kuch khaas hain hum sabhi main’ brotherly advice that covered everything from the at Cannes for Cadbury Perk ‘Hunger Strike’, I was Spaces’. We won it by pulling a cheeky one on nationalized Indian advertising and made it was an anthem for all of us at O&M, back then in ‘94. What more can a man do in a one lifetime? shoot and our careers to the kind of girls we should bleary-eyed with the celebration (when Finalists Ogilvy. I played an old video tape in which I had more Bharat. More importantly, he made ad- We all believed we had something “khaas” in us. I remember folks from some company,I forget its be chasing. were a big deal in those early days ) He, on the other recorded Piyush saying amazing things about us vertising very personal. He broke the larger He taught us how to write. “Sagar, write from your name now, who had came to Ogilvy to find out why is At the end of those six event-filled days, he offered hand, was already focusing on bigger things. Forget - when we had just started out. I presented this to than life dominance of 70 mm cinema and experiences.” He would say “Watch, listen and then it such a successful company. I think answer was sim- me a job at O&M Bombay. Finalists, he said, we should be conquering Cannes. the client, and told them that even though Piy- brought it down to everyday size — 21 inches. write from your heart. Everything else will follow” ple. Ogilvy had Piyush. Period. I was apprehensive at first because O&M didn’t And so this man, with the infectious laugh and ush works actively for Ogilvy, he believes in us He removed the voice of God and replaced it And he practiced what he preached. He wrote He is my guru, guide, friend, coach, cricket pal, have a great creative reputation back then, but there forthright sincerity, who charms colleagues, clients more. This worked like magic, specially at the with the sound of humanity. He made Hindi a “Har ghar kuch kahta hai” for Asian Paints, when he elder brother, drinking buddy (who beats me hol- was no ignoring the absolute conviction in his voice and, yes even the competition, set out to do just that. final stages, and we swung the business. Some medium of the heart. and Nita were building their home together. low) and a father figure. Yet there are times when I when he said we could turn the company around. As Several metal-winners later, he soon became ‘The seniors at Ogilvy were really upset with our ap- Piyush was also our global ambassador. He And the heart was not just in creating the work but behave like a prodigal son and disobey, argue and many will attest, Piyush’s powers of persuasion are Lion King’ himself- the President of the Cannes proach. They raised the issue. When Piyush made Indian advertising world famous. When also in selling it. He would hobble three floors at quarrel with him. But isn’t that contradiction what legendary. Jury! called me to his office about the incident, I ex- nobody could understand our work globally, he night with a plastered leg and awalking stick to nar- life’s all about? So I packed my bags and went to join him at O&M Congratulations on receiving the lifetime achieve- plained that new biz is not about winning, it’s used his ideas on Fevicol to bridge the discon- rate SBI Life commercials. Which client will not buy I haven’t met a better man in my life. If you have, do Bombay —the most momentous decision in my ment award from the AAAI. about being remembered. I confessed that I had nect. Fevicol helped global creative chiefs em- this kind of dedication? let me know. professional career. Here’s to you old friend, mentor, big brother. abused his video recording, but it was for the brace and enjoy the quirks and style of India. I have seen many good partnerships in my time but Thank you, Piyush. For everything! Working with Piyush was exciting and, at first, Cheers !! greater good of David. Piyush listened, and then Fevicol was a glue - that bound India to the rest nothing beats the Sonal- Piyush combo. They are like I have many more stories about him. Bribe me with daunting. He’s a guy who likes to get things done Sonal Dabral he did the unthinkable. He got up from his seat and best of the world. Jai and Viru of advertising. They complimented each a few drinks and will tell you all. :) Cheers! 18 campaign india Supplement 27 August 2010 27 August 2010 campaign india Supplement 19

Piyush has stowed away records of many incredible moments. Thankfully, his wife Nita knew exactly where to find them. Thank you, Piyush, for making them available to us so that readers of Campaign India get to see the various facets of Piyush Pandey.

➥Piyush with Rajiv Menon ➥Piyush and Herta Ogilvy

➥Kalpana Rao, Piyush, Ranjan Kapur and Suresh Mallik

➥ Piyush and team Ogilvy — with David Ogilvy

➥ Piyush as a two year old, and a great headline from the Brief

➥ On his first visit to Cannes. Also in the photograph is Pradeep Guha ➥ Piyush, the Sarkar of Ogilvy

➥Piyush, Suresh Mallik, Ranjan Kapur ➥ Sonal Dabral and Piyush at Cannes ➥ Piyush with Rajesh Agarwal ➥Piyush with Nita, his wife ➥ Piyush in Shots, an issue that featured the world's greatest creative directors 20 campaign india Supplement 27 August 2010 27 August 2010 campaign india Supplement 21

➥ Bombay Times sees him as Bond

➥The young Piyush

➥ Rajasthan, his home, keeps calling to him

➥Piyush and his talented family make a coverstory

➥Prasoon Pandey, so much a part of Piyush’s professional life – as well ➥ With siblings Prasoon and Ila (Arun)

➥Their closeness shows in every photograph

➥ Brand Equity calls him hot ➥ When O&M began their great run ➥For Piyush, family has always been first ➥Brand Equity now calls him king ➥The headline says it all 22 campaign india Supplement 27 August 2010 Piyush Pandey, cricketer Piyush Pandey played cricket with the likes of Kapil Dev and Arun Lal, and they, too, speak of his innate sense of humour, his ability to keep things simple, and his contribution to adland.

Kapil Dev Arun Lal I met him a long time back and don’t actually remem- It’s almost like he’s ber my first interaction with him. caused a paradigm I totally admire his sense of humour. What I like about shift in the Indian him is how he transformed our college humour and advertising industry transported it into the ad world. His humour totally with a ‘Before Pandey changed the face of advertis- ing in India. I remember all and After Pandey’ era the advertisements and look forward to watching com- We met in St. Stephens (we studied in simple. It’s almost like he’s caused a mercials created by him. the same college) and I can remember paradigm shift in the Indian advertis- Whenever we meet, we my first interaction with Piyush. ing industry with a ‘Before Pandey bring back loads of memo- That’s when we went onto become and After Pandey’ era. ries to cherish. From all the the best of friends and are more like As a sportsman he’s been pretty moments we have spent to- brothers. I’ve stayed with him during good too. I remember some innings of gether I cannot pick a single our college days in the same hostel. his while we were at college and also a one, as all of them are so We decided to join our first work place lot of match winning innings that he eventful. He is always talk- together, that’s something not a lot of played for at university level. He also ing about the advertising friends end up doing. That’s where I went on to keep for Rajasthan world and it’s entirely his ef- think we’ve had a special bond going. in the Ranji Trophy. As a cricketer, he forts that have helped make Even though we now stay in different didn’t have the luck that could proba- India an international force cities (I stay in ) and he’s in bly given him the right break. Also in to reckon with in the adver- Mumbai we meet as often as we can hindsight he probably lacked the pas- tising world. and are always in touch. sion he had towards cricket compared As a cricketer, he was a He’s an exceptional man who’s to the passion he has for the advertis- great man to have in a cricket found his calling by joining the adver- ing world. Along with cricket, not team as he always kept us tising industry. The reason he’s been many know he was a very good swim- entertained. Its great to have so successful as an advertiser and mer too, and competed in various people like him around you. marketer is because he keeps it so swimming events for his school.

RNI registration MAHENG/2007/22422 Postal Regn No. MH/MR/WEST/218/2009-2011 Posted at Mumbai Patrika Channel Sorting Office on every alternateThursday Even a genius like Piyush needs a little help from us.

Piyush Pandey, executive chairman and CD, O&M, South Asia and recipient of the Lifetime Achievement Award from the Advertising Agencies Association of India

Each time Piyush comes up with a spark of sheer genius, the baton is handed over to another team. Great creatives need great media planning and buying so that the messages reach consumers. Mindshare salutes Piyush Pandey on his being conferred The Lifetime Achievement Award by the Advertising Agencies Association of India and looks forward to more brilliant ideas — and to ensuring that great communication he creates reaches consumers, wherever they are.