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Piyush Pandey 27th August 2010 Follow the people, not the awards Piyush Pandey Piyush Pandey 27 August 2010 campaign india 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 Iwe 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- Inot 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.
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