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.

Partnerships.


When I got married and moved to Bangalore my 70-year-old landlord and his 65-year-old wife were waiting for us at the bungalow we hired to bless us. My one week old wife was happy that a couple who were married for over 40 years are blessing us.

Little we knew that the secret they were about to share would change our lives. The couple asked us “who’s decision was it to move to Bangalore?” I gleamingly said 50:50 pointing both of us. The couple took us aside and shared the secret: “ Partnership is not about being 50:50, it’s to know when to be 30 and when to be 70.”

Like in life even at work this principle works brilliantly. Good partnerships thrive on pushing each other and to know when to push and when not to. Like spouses, partners do not have to be politically correct or worry about emotions at that point in time.


Such successful partnerships in advertising in India are: Chax & Pops (me). Piyush Pandey & Sonal Debral, Neville & Josy Paul, Naveed & Freddy, late Mahesh & Rajiv and now Aggi & Paddy.

Forging a partnership allows you to have mutual trust and respect, I have had forged many in my career which helped me in creating iconic work apart from Chax the significant ones are with Balki at Lowe, Agnello at Lowe and leo Burnett, Arvind Sharma & Rajeev Sharma at Leo Burnett, Ramathkar started at Enterprise in 90’s and still continuing, Ganesh Mahalingam at LG. Dharen Chedda at JWT.

Partnerships are like friendships: “selfless” all the time, this allows you to accept any criticism or ideas with equal enthusiasm. Usually we think clients, bosses, celebrity filmmakers and film and sports stars are monsters and are out to get your life like “Yamdharmaraj”, which is fortunately not true.

Ganesh Mahalingam of LG used to approve scripts on phone and sms’s which allowed us to create over 50 commercials in a calendar year to take the brand LG over 3000 corers. Look at Rajiv Rao and Varma their partnership is creating magic for their band and consumers, Piyush & Prasoon created magic on Fevicol as siblings often do. Balki’s partnership with Amitabh Bachchan  is proving to be as potent as Saleem & Javeed of 70’s.

Partnerships can also help in strange ways as Balki’s youth did to me; I had difficult time to match up to his energy levels. No wonder people say never marry a girl half your age…

Now that I stand exposed of my crimes and partners. Amen.

“Bollywood the ugly caterpillar.”


Bollywood is going through a metamorphosis, what dominated in sixties was emotional melodramas and patriotic themes to seventies restlessness for social justices lead to the creation of “angry young-man” and eighties saw the emergence of romance  and optimism with new parallel cinema thrown in. Nineties saw the global settings of Bollywood reflecting the success of Indians abroad and Bollywood started setting stories rather than songs abroad. And last decade dominated by Khans and KJo ( Karan Johar) took Bollywood stories to aspirations of living the dreams in an escapist land. Reality took a nose dive, it was all about Indian sentiments set in designer ware.

Thanks to multiplex revolution in urban India, cinema took a serious U turn, powered by younger and more saner breed wanting to take Bollywood out of long hibernation. After Ray’s and Benegal’s and Marchant’s and Jabwalla’s India cinema virtually went into an hibernation till “Lagan” came along.

Today after “Udan” and “Peepli Live” one can say that the ugly caterpillar is morphing into a beautiful butterfly.