Why Piyush Pandey is the greatest Indian Ad-man ever? Why he deserves the “Clio” life time?


This is from my previous post, posted a couple of years back when Piyush was conferred “life time achievement award” by AAAI and now “Clio” announced that its going to honor our man, and I truly believe there is no person more deserving in the world advertising then him ( including Marcello Serpa.)

Excerpts from my previous post:

Piyush Pandey was recently been conferred AAAI lifetime achievement award, an honor usually reserved for retirees. Piyush is still a practicing creative person in short a working legend. He is Indian advertising’s greatest, I will place him above Subhas Ghosal, Alyque Padamsee and Mohammed Khan for simple reasons: he single-handedly changed the target audience from elite British Indians to middle class heartland bharatvasi’s. And also for putting Indian advertising amongst the global greats. (I had the privilege of working with all the above legends except Piyush.)

Above all he is one of the greatest human beings I have met in my career, what can you say? In this pseudo advertising and corporate world, where people hesitate to thank there wife for being an inspiration and support in public, this man brings his mother to the ceremony and proudly introduces her to all honchos present. I always admired people who do not hesitate to show respect for parents and family in public. I can not think of any other Ad-man doing that.

Piyush is a large-hearted man, loves his life enjoys every moment with a hearty laughter. I have never seen him crib about anything. This is what gets reflected in his work and also in his agency, always enjoys and celebrate life. As we at Burnett believe that “creativity has the power to transform human behavior” Piyush showered enough creativity to change the way common people behaved in this country, right from “Luna” finding a place in middle class India to nation celebrating the success of “Pappu” with Cadbury Dairy Milk to Railgaddi for Indian railways to celebrating real life characters in Fevicol.

He changed the way Indians looked at advertising, he had created many stars, gave new vocabulary, made people love advertising more than television programming. I can go on and on as an insider what he had done to the Industry and why he deserved the award and this blog.

Why green is transparent?


Today the color “green” is the most fashionable topic in the corporate circles. NGO’s, Media and politically correct politicians have made a point to juice the juice out of the word. In a way the word is abused and bruised, may leave a bitter and ugly scar one day on the face of the earth.  Faking green is worst than destroying green.

This day and age, where the world is virtually live 24×7. it is difficult to fake than ever before. It just takes a tweet to expose. People are connected and empowered.  You can not close your eyes and pee in your pants thinking that the world will not notice.  I have been part of many conversations in the board rooms where tokenism is the biggest remedial action. Plant five trees and PR the pictures, or conduct a painting competition to staff kids on planet earth and dump the industrial waste in the Indian ocean with eyes firmly shut. This is like murdering people and putting coins in Tirupathi Hundi.

Under the garb of CSR, stupidities are been done, which are more harmful than not doing any thing, Imagine distributing 100,000 saplings and letting people killing them by not planting or watering, will you ever do this to a puppy? than why to a plant because it can’t bark back?

Almost every product carries a sign of recycling, have any of them ever recycled? why do we become suckers to such traps? Organic and Untouched by hands are other tags.  It is imposible to create anything without destruction. The intelligence lies in doing things in a permissible/ lawful manner than taking backdoor options. Today if you break anything you’ll get caught because remember your destruction is just a tweet away by the Aam Admi.

Thank god for the luminous and transparent nature of green.

“Purposeful Inventions”


A purposeful invention will always find a place in people’s lives. History endorses this view; there are many great inventions like the Q-Drum, which never found a place not because the invention is not great but because it did not solve the complete problem of the people it intend to solve.

I believe there are three kinds of inventions: 1. Stems out of the inventors intuition, which will be awarded and hailed by the scientific community. 2. Stems out of a perceived need by the inventors, which may or may not find a place in people’s lives but will be appreciated nevertheless.  3. Stems out of deep understanding of a human need, this not only solves the problem it often changes peoples lives.

Forgetting inventions for a while lets look at some new brands and their appeal; lets travel back and look at Air Deccan, what went right? Why a self-proclaimed cheap airline succeeded when a cheap car like Nano failed? Why Go Air is considered an efficient airline not a cheap one? Why pundits are excited about Bajaj’s RE60? Why supersonic Concord failed?

All enterprises start with people and end with people, if you view complex business or marketing problems through human lens, you’ll see a more realistic, relatable human problems and to solve them you need to understand the basic human need not greed, for instance human greed says more people want to fly faster at higher price thus born Concord, whilst human need says more people want to fly for lesser cost thus born Airbus. Now it’s obvious, who was successful? Therefore the moral of this story is Airbus was a purposeful invention and Concord was an intuitive assumption of an inventor.

Lets take Captain Gopinath’s Air Deccan, which was positioned against train travel and spoke to aspiring middle-class millions to experience flying versus post takeover of Deccan by kingfisher to form Kingfisher Red spoke to regular flyers and offered a cheaper and restrictive service offering, which was rejected by the regular flyers as they did not want to feel as deprived passengers suffering from poverty and the attempt took the pride and prestige of flying away. Captain Gopi’s invention was purposeful as it made millions on train travelers realize the dream of flying. Taking a leaf out of this experiment Indigo did not use cheap flying instead spoke about efficiency and made people who secretly want a cheaper option argue for efficiency in service and on time arrivals. In fact on-time arrival is a fantastic rationale to shift from an expensive luxurious full service airlines especially in an era of austerity.

Now to my favorite Nano versus RE60. Tata’s took the engineering challenge of building a one hundred thousand rupee car and managed to deliver close to one hundred and twenty thousand rupee car. Fantastic Invention “The cheapest car in the world” Bravo. World applauded Auto shows went gaga. But the brand failed miserably, reason: no one ever asked the Indian consumer weather he wants to spend an hundred and twenty thousand hard earned rupees on a cheap car, which does not give him any status in the society? How could the brand find a place in peoples lives if it or its inventors does not understand people’s needs? People wanted a Santro, an Alto and an Indica with all the luxuries, however small they were. Indian middle class was seeking stature and pride of luxurious living, which both Maruti and Hyundai understood completely and Tata Motors with Indica to some extent.

The case of RE60 is completely different, Rajiv Bajaj is a very passionate and a smart inventor, who believes in engineering solving problems of people therefore a purposeful inventor, whose invention of DTSI technology solved an unique problem of Indian bikers who want maximum power with minimum fuel, he solved this issue with a simple invention of two spark plugs in the combustion chambers instead of conventional norm of one, which increased the combustion efficiency to give more mileage and power, people lapped-it-up and put Bajaj on a technological pedestal.

Coming to RE60. He took the challenge of solving mass transportation in urban and rural India, the current mode of transport of auto rickshaws is unsafe and relies on old technology all parties acknowledges that, be the RTO’s, Auto Rickshaw owners and the commuters, they all seek an up gradation of technology, Bajaj found a purpose. Single mindedly concentrated on Auto Rickshaws and its drivers and found a meaningful purpose in up grading the technology by adding another wheel to make a four wheeler and the life of the driver by giving him a car to drive and an extra capacity of seating and to the commuter a safer option of commuting. Thereby extending an undisputed offering to the administrators.  Bajaj kept the eye on their consumers and never let it weaver toward competing with Nano or pleasing Nissan.

Wonder why companies run by people fail to understand people.

How to end the debate on “cult brands” v/s “iconic brands”?


 

One of the biggest debates in the marketing and advertising circuits for a while has been on what makes a brand cultish? Any popular brand, which is not cultish, is generally considered as Iconic brand. Well does this call for debate or clarification? I am only qualified to do the former, let me try and put forth my understanding and learning before I let others to vent theirs.

Whether the brand has a cult / iconic status or not it must definitely stand the test of time. Both these statuses demand a brand to stand for values beyond functionality and must be rooted in popular culture and find a place in people’s lives over a long period of time.

Cult Brands: Apple, Volkswagen, Harley Davidson, Star trek and Benetton.

 

 

 

The word “Cult” originated from Latin word “Cultus” meaning worship or religious practice. And by extension it had started to connote the cultural aspects of religion like rituals, ceremonies, myths and personal sacrifices, miracles etc only later “Cult” started being associated with obsessive to faddish devotion to a religious myth or a religious leader or object of such devotion.

Now lets look at contemporary meaning of “Cult” in the context of brands:

Cult brands are the brands, which dare to be different and celebrate that difference and therefore posses the power of the loyalist who come together on a common ground for the common values and ideologies.

Cult brands are the brands, which are more evolved to just talk about functionality or the benefits of the category they peg themselves much higher in the human value systems, like upholding truth, honesty, simplicity, perfection and goodness. They intelligently tap into innate reserves of human conscious.

“ Star Trek” became a cult by being a crusader of human rights by juxtaposing humans and aliens, war and peace, racism and space born humanitarians all in an adventure story of planets and space.

Volkswagen” achieves with Beetle, all with utter common sense. Harley with it irreverence sense of fantasy and adventure. Apple does with its child like simplicity and perfection producing magical joy to the end user.

Now try to fit any Indian brands? Mahatma Gandhi? Osho? Thums Up? Old Monk? Royal Enfield? Rajinikanth? Mona darling? Its your turn to pick..

 

Iconic Brands: Coca Cola, Nike, McDonalds, Lego, Rolex, BMW Mini, Marlboro and Vespa.

 

A purist definition of “Icon” means an image; a representation of a sanctified personage; an important and enduring symbol; an object of great attention and devotion.

As mentioned earlier Iconic Brands posses the ability to transcend from product benefits to become part of people’s lives and of their popular culture. And they also have the ability to tap into collective desires and anxieties of people for instance Rolex taps into the desire to be successful, Coca Cola taps into the emotion of happiness, Marlboro into the need of freedom, Lego into the need of imagination for children.

Therefore the brands endure as long as the human needs exist and over a period of time they become synonymous with the values to become “Objects of desire or devotion.

Lets try to fit some Indian brands: Tatas? Amitabh Bachchan? Sachin Tendulkar?

Godrej ? Raymond’s ? Wills? Bajaj? Hero? Scooty? Nalli’s? MTR?

While there will be less debate on what make a brand Iconic or Cult, I recon their will be heated debate on which Indian brands can make it to the list.

The debate has just began.

 

 

 

 

 

“Ganesh” most loved god by people. And most fascinated by artist.


Today Hindus celebrate the festival of “Ganesh Chaturti”, where Lord Ganesh was made head of all deities by his father Lord Shiva, religion apart, Ganesh the half elephant- half human, short, fat and has rat (rodent) as his vehicle is the most loved god in India, he cuts across all religious and physical boundaries. In Bangkok or Barampur  no business is conducted without worshiping him, similarly there is no child in the sub-continent who can not draw Ganesha. His physical appearance and his stature as god of gods and his victory over his smart brother made him as an identifiable hero with kids. And growing up with this affinity is what makes him the favorite amongst the creative people. Like kids there is no poet, writer, painter or a caricaturist who had not dabbled with this lovable god’s image. Great painters right from Raja Ravi Varma to M F Hussain all were fascinated by him which is evident from their work.

The greatest contribution to Lord Ganesha came from the much celebrated Calendar art of Shivakasi a small town in Tamilnadu. Today Shivakasi is the second largest printing capital of the world only after Gutenberg of Germany what started as a backyard litho printing units of British India, developed into rich hindu calendar art/ film poster studios to present day offset.

As a child I used to make clay Ganesha for the festival celebrations, now my daughter follows the tradition.

“Anna” the ultimate HumanKind brand.


How did this 74 year old caught the imagination of Indian youth and made them rally around a 60-year-old bill and a 5000-year-old issue?

Why did loads of tweet-support flood every nano-second of the agitation?

Why did the most powerful television channel go on a record 240 hours of non-stop coverage almost converting news as a reality channel?

Why did I change my Facebook profile picture?

Why did the opposition party go numb?

What made the seasoned politicians make such political blunders?

The answer is simple. “Anna found a purpose to his existence.”

It took years even for Mahatma Gandhi to find a purpose to his existence; lesser mortals like us may not even find one in our lifetime.

Anna discovery of his purpose and mission took the country by surprise, his timing was flawless, scams and toothless actions paved way for his massive and historic modern-day civilian movement in the world’s largest democracy.

People were angry to see the audacity of the corrupt politicians, businessmen, and religious leaders and shameless public display of money in building mansions. A trillion dollars locked in the locker rooms of Swiss banks and toilets of government quarters’, the economic progress stopped to start an economic exploitation.

Clearly someone crossed the line.

Anna’s purpose of “fighting against corruption” caught the imagination of a billion victims. And his stubborn Gandhian and his humble & honest ways attracted people like little iron fillings to a magnet. He was a mere catalyst to a huge chemical reaction destine to happen.

Now what can brands learn from this? Like great human beings find a purpose to their lives, even brands must find a human purpose to find a place in people’s lives as Anna’s life is governed by his purpose to serve the nation, even brands must be governed by its purpose. And finally must walk the talk.

As Mahatma Gandhi says “An ounce of practice is worth more than tons of preaching.”

Creation of Gandhi font.


Or is he a different type?

In hatred he saw love. In fear, courage. In weakness he saw strength. And in violence, truth. In cruelty he saw kindness. In anger he saw humanity. And in struggle, he saw peace. He saw things through his soul that are invisible to the eye. Yet through his eyes, we can still see the shining light of humanity. Mohandas Karamchand Gandhi. A different type.

Above are the words came out of Agnello Dias when I told him about my intention to create a font for Gandhi.

” There is no god higher than truth.” is what he said and is what got imprinted in my mind  ever since I was a little boy, my grand parents always told me stories of Gandhi at bedtime, I am still a vegetarian thanks to the impression he made on me. I am just a spec in billions who follow him. Once he said “Whatever you do will be insignificant, but it is very important that you do it.”

When Indian Industrialist Vijay Mallya salvaged the pride of a nation by bringing back the priced possession of a man who owned nothing. The day New York auctioneer announced auctioning of Mahatma’s spectacles the nation put her head down in shame, as embarrassed Indian government’s  desperate attempts to stall the action failed, Mallya’s $1.8 millon came to the rescue.

His glasses has a deep significance to all Indians, when he gave away the glasses in 1930’s to an army colonel he said ” these gave me vision to free India”. Today as we live in a free India we still are slaves to violence, terrorism, untouchability, communalism and many more evils. A young nation celebrates holiday on his birthday than his wisdom as Nitesh Tiwari one of our copywriters put it.

How do we make him and his vision relevant and how do we make people try to see the world through his eyes? Than the Idea of a typeface created out of his glasses came about.

Typographers from Leo Burnett went on to create this marvelous Gandhiji font in Devanagari and the team is working overtime to launch english and other Indian languages.( an up-date:English, Devnagari, Tamil, Telugu and Kannada are available ) The website went live last night http://www.gandhijifont.com

What’s the best way to keep Gandhi’s spectacles away from auctioneers than this?


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