(Book cover 'Pandeymonium' by Piyush Pandey)
Five CEOs of India’s top companies and one former cricketer
and commentator endorse the book, ‘Pandeymonium’, the memoirs of Piyush Pandey,
one of the finest advertising personalities in the world. We should be proud of
him because he is an Indian. Hailing from Rajasthan, settled in Goa and works
from all over South Asia as the Chairman and Creative Director of the
Advertising major, Ogilvy and Mather, Piyush Pandey has created the most
delightful advertisements that includes the ads for the adhesive, Fevicol and
Fevikwik, Cadbury’s, Tata Steel and many more and has earned more than 800
awards from the grand jurists of the advertisement world. Though one cannot
pass a day without an Ogilvy ad playing somewhere in radio or television or
pasted large over hoardings or printed on the pages of newspapers on magazines
or the youtube programs that you browse on, Piyush Pandey will be remembered
for his ‘Mile Sur Mera Tumahara’, an adhesive song like his Fevicol ad, that
joined India as never before in the post television national mindscape. Pandey
repeated the magic in his postal and railway promotional ads and also he raised
the standard of tourism in several states including Madhya Pradesh and Gujarat
through is advertising wizardry.
(Amitabh Bacchan with Pandey on the book release platform)
The accolades could go on when one writes about Piyush
Pandey whose works I have noticed just like any other aesthetic Indian has done
before but I have kept on remembering him for a different reason. Sunil Sethi,
Chetan Seth and Piyush Pandey, three stalwarts in the field of business and
culture share one common thing as I noticed while seeing them regularly in the
page three scene of the Newspapers. They have interesting moustaches. Sunil
Sethi has an upturned white moustache. Chetan Seth also sports one such and
Piyush Pandey has got a moustache that is entirely different from the others.
His moustache looks like an additional fitting, rustic but mischievous, which
imparts a sort of boyishness to him even at his sixtieth year. Growing up in
Rajasthan might have helped him in imagining a moustache like that from the
very early age itself. And he did realise one in all its lavishness which added
to his presence as a human being. A cricket buff and Pandey played in the Ranji
team of Rajasthan in 1970s before getting in to the field of advertising. One
should also add here that Piyush Pandey has very famous siblings like Prasoon
Pandey, ad film maker, creative director and writer and Ila Arun, the chole ke
peeche kya hai lady of Indian movies.
(Vodafone zoozoos, from Pandey's stable)
I love to read books that are made by men and women who have
made themselves. Perhaps, not all the memoirs have that quality of retelling
those stories of making a man or woman interestingly the way Pandey has
described his life. The reason that makes this book appealing is this that
throughout the narrative he keep sufficient restrain in speaking about his own
self. Instead, Pandey speaks of his surroundings, the people in his life and
the works that he has done. As a team player, a lesson that he had learnt from
his cricketing days, he believes that the job of a creative director is not
alone and the credit of his work is also not to be taken away alone. His life
is a part of many other lives and his works are also a result of the combined
efforts. What you make out of this? You hear the voice of a person who has left
his ego completely for the success of his work. It is at times choking to read
Pandey’s narrative as it would induce some kind of self doubt in you regarding
your own ego. How could one be such a team player, devoid of any fights, always
smiling, encouraging his colleageues and coming out with the right thing? But
Pandey gives some breathers as he points out the lows of his life which are
rare and are related to work rather than his emotional life.
(Pandey's work for BJP)
Advertising is a challenging job because it is all about
communication. When the target audience does not the message then advertisement
is a failure. Advertisement is a notch above fine arts because a fine artist is
not burdened by the need to communicate. He or she could communicate to an
intelligent critic or collector who would take the message further. But
advertiser has to make his product not only aesthetically appealing and simply
communicating. It should not only connect emotionally but also connect intellectually.
It should touch the gut of the viewer and to do that the message should come
from the gut of the maker. It should be a very corporeal feeling and the same
time the effect should be disembodied. While a jingle follows you everywhere,
the feel of the advertisement should persist in your entire being. You don’t buy
a product for the jingle but you buy it for the emotional and intellectual
connect. An advertisement has something to do with your idea of life, your
state of being and your aspirations. Piyus Pandey understood these rules at a
very early age as he closely followed the Pabuji ki Phad, the wandering bard’s
picture narratives. In this pat chitra (scroll painting) tradition of Rajasthan
the bard sings the songs or narrates a story showing the picture in his scroll.
An advertiser does just the same thing. He sells a story in crux, an emotion
and evokes a need to be a part of the product.
Ogilvy has been famous for its positioning in the global
advertising world as an agency that has never taken up a political assignment.
In 2013, Ogilvy for the first time in its history signed a contract with the
BJP which was going to the elections and was pitching for an absolute majority
in the Indian Parliament. The brief came from the BJP think tank and it said
that there should be one man oriented publicity. It was Narendra Modi as the
Prime Minister candidate. Piyush Pandey with his team created so many ads that
enabled the party to connect with the millions of people in India and finally
achieved its electoral goal. Piyush Pandey in his characteristic style created
the catch lines like, ‘Ab ki bar, modi sarkar’ and ‘Ache din aane waale hai’
(good days are coming). The catch phrases worked well. It connected with the people.
The Modi image was built effectively. Pandey played a very important role in
it. He used his childhood experiences to find the punch lines and as we know
that he has always used his childhood memories to make the advertisement films
emotionally effective and intellectually communicative.
(Tory ad by Saatchi and Saatchi, Britain)
It is here I would like to just spare a few words about the
ethics in advertisement. A celebrity like Amitabh Bacchan or Sharukh Khan or
anybody of their stature, before going to acting in an ad film or endorsing a
particular product, takes all the necessary care including legal protection so
that they could insulate themselves from the ill effects of an advertisement.
Intelligent and socially committed people terminate contracts with the companies
if the product that they endorse could adversely affect humanity. If so, what
about the ad makers or idea makers like Piyush Pandey? By now, he knows for
sure that the catch lines he has created have taken a U turn and the rule of
Narendra Modi has started affecting the lives of people in a very wrong way.
Right wing fundamentalism is on the rise. If so, has Pandey contributed to this
situation? Can he wash off his hands by saying that he was doing his job,
nothing else? We need to find some answers. Pandey is a very pleasing
personality, socially committed, aesthetically polished and very driven by
patriotism. He has been a good friend of Narendra Modi since his Chief Minister
days in Gujarat. The Godhra issue did not deter Piyush Pandey from taking up
the job of selling Gujarat brand. But it was for the state therefore passable.
But working for a political party which has obvious connections with the right
wing fundamentalism, cannot be just another purely career driven act,
especially from a personality like Piyush Pandey.
Ogilvy under Pandey has done what Saatchi and Saatchi had
done to the Tories in Britain in 1980s. When Saatchi and Saatchi came up with
the line ‘Labour is not working’, the history of the Labour Party changed
forever. The Conservatives under Margret Tatcher came to power and she could
continue for three terms. Today, we know where Saatchi stands in the Britain’s
cultural landscape. Ogilvy, in that sense, under the leadership of Piyush Pandy
has changed the political visual landscape of India by ably propping Modi as
the new messiah of India. Now the Modi is not the same Modi who had promised
progress and development. Under his regime people are being killed for eating
beef or entering temple. In this scenario would Pandey regret his decision of
taking of the job for the BJP? Despite all those successes behind his career,
could this one be a blot in the history of Ogilvy and that of Pandey? One could
easily was off his hand by saying that he was doing a job for the party. But
what about the party’s deeds that used Pandey’s intelligence to influence
people? Pandey closes the chapter on his work for BJP in just six pages. May be
he needs one whole books to express his guilt, if at all he feels it.