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.

“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?


Why do we miss our middle-class-ness?



Somewhere down the lane, without you realizing success changes your life. While success\money\technology brings lots of new excitement, experiences fulfilling newer needs and desires, it also reduces lot of joys of middle-class life to memories of the past.

Hear are a few middle-class moments we all deeply miss:

Sharing ill-fitted cloths of your elder brother as a kid\teenager. However much you resist it had to happen for expensive terrycot or terlene shirts or even ever lasting Bata shoes. We virtually had to drag feet on rough concrete roads to make rubber burn and make holes in the shoes to get newer one’s or to stop passing on to our younger brothers.

All the siblings to share the same design and fabric for every festival courtesy family tailor who brings a “tann” at a cheaper rate.

Advance booking of textbooks from a friendly neighborhood senior student, if you do not have an elder brother or sister studying in the same school.

How could you escape the Nepaliwalla’s sweater for winters or your mom’s ill-knitted one, which became loose and two sizes bigger to your younger brother after three months of use or abuse?

Coconut oil and Shikakai “Head-bath” is a ritual for every festival and auspicious day in our childhood. Oily head was fine since it’s done on holidays but shikakai homemade shampoo used to burn the eyes and made them red for a day at the least.

Listening to radio cricket commentary and keeping detailed scorecard, not to mention the suffering from Narotham Puri. And of course the ting tongs of “Vividh bharathi “

An excuse of stomach aches to get free taste of Unani medicine.

Homemade Kulfi, sweets and even Diwali crackers, watching adults make firecrackers at home was the most amazing sight of excitement and stealing them while drying was even more exciting.

Life on a terraces is a chapter by itself starting from combined studies to leching girls to sleeping on the terrace in summer nights to family night outs to endless “Antakshari” sessions to stealing “drying vadams & cut mango pieces.

The very best of cheap and best mentality, repair and reuse, make it at home, homemade remedies v/s specialty clinics, Mom & Dads always use to find innovative ways to fulfill needs without spending much money and this very sprits of parents is vanishing very quickly.

I thank my parents, grand parents and my brothers for giving me such a wonderful and humane middle=class-way of life.

Creative v/s Media.


 

Why creative agencies win media awards?
 
Be it Cannes or Goafest, why is it creative agencies steal the thunder from media guys? What is it about awards which brings magical enthusiasm from creative agencies? What can media brothers learn from hated separated cousins?
 
Believe me I am a neutral party here. I have worked in the same office and shared the same table and mind space with some of the media legends of today to name a few: Shashi Sinha, Ambika, Nandini Dias, George Mathai, Ashish Basin, Lynn, Hiren Pandit, Ravi Kiran and many more, I had the privilege of interacting with them every day,at leat thosedays there were no egos no fighting for credit, just partnership and respect for each other’s talent and thinking.
 
It pained me when I heard the whispers last night at Media Abby Awards, who deservers more credit or have right to enter a co-created idea. I truly believe advertising is not a solo game, it’s a large team game, often there are more than playing eleven behind the scenes who contribute most. It’s unfortunate to see them not collaborating insted confronting.
 
As the new leaders grow-up in this new collaborative and co-creative world these differences hopefully fade away soon.
 
Back to my original point of why creative agencies win more media awards than media agencies?Because of their emotional affinity and proximity to the heart of the brand and the passion for awards and most importantly ideas, media teams look at the scale and innovation while the international juries look for freshness and relavence of ideas. Added to all this is packaging and presentation of ideas make a diffence to winning, creative agencies tend to do a better job of the later.
 
No wonder Creativeland Asia stole the thunder yesterday by winning 2Golds at the media Abbies as Leo Burnett Sydney did it at Cannes last year by winning Media Agency of the year.
 

DeBundleling to ReBundleling.


Everyone needs to reinvent him or herself every now and then to make him or her relevant to the changing environment around us.  Human needs or brand needs, business needs or even nations are no different from each other.

Early nineties were the most frenziest times I have ever seen in my 33 odd years in advertising. Opening-up of economy, Microsoft & Google revolution, satellite television, Infosys vision and Ganguly’s audacity transformed a timid nation to the most ambitious one in the world today.  This change had its own impact on Indian advertising. Good old boy’s comfort zone of 15% commission had come into close scrutiny, lazy bum’s were thrown out, Microsoft and Adobe replaced proofreaders and cut-paste artist, kickbacks were officialized as negotiations and media buyers emerged as new heroes for clients and villains for traditional agencies.

In short 15% been reduced to 10% to the traditional agency and 5% went to media thereby separating media from creative. Today traditional agency is been reduced to just a creative agency for television scripts, clients buy media planning, media buying, digital planning, digital buying, mobile, events, promo, direct, PR, consumer research, insight mining, brand strategy, design even stock images and film production are bought directly.

While the theory of specialization sounded good and arguments of rupee efficiencies were appreciated, clients across the world were caught in a new dilemma, while brand managers can deal with creative TV scripts and brand strategy rest needed specialists (who never existed) Today most of the clients have 10 specialist dealing with content and contact management, while stand alone performances of each vertical is spectacular, collectively they added up to nothing as far as the brand’s emotional equities are concerned hence the emergence of IMC leaders in MNC clients ( Integrated Marketing Communications) who are seeking a single point to orchestrate brand communications. Today it is not surprising to see agencies like Crispin or Droga 5, even our very own Creativeland Asia or TapRoot flourishing as they are offering integrated solutions and orchestration of ideas as opposed to TV scripts by partnering with medium specialist. If big agencies do not get it yet god help them, smaller ones will gulp them and digest them in no time.

Agencies need to go back to 20 years and get champions of ideas. Today what independent small media neutral \ new age media agencies are doing is nothing different from old agencies approach of Integrated solutions to brand communication and orchestration of brand ideas in all mediums.

DeBundeled verticals are getting bundled again in smaller integrated agencies and hope the big ones are listening.