Piyush Pandey unveils ‘Pandeymonium’, shares insights on brand responsibility & creativity
Advertising industry veteran, Piyush Pandey, chairman and creative director of Ogilvy and Mather, India and South Asia, launched his book 'Pandeymonium'. Present as the chief guest was actor Amitabh Bachchan, who has also written the foreword for the book
Advertising industry veteran, Piyush Pandey, chairman and creative director of Ogilvy and Mather, India and South Asia, launched his book 'Pandeymonium' in Mumbai in the presence of the advertising fraternity. Present as the chief guest was actor Amitabh Bachchan, who has also written the foreword for the book. In a candid discussion between Pandey and Bachchan, topics ranged from brand responsibility to language. Excerpts:
Talking about responsibility of the advertiser towards the celebrity they use to promote a brand, Pandey said, “I think there is a huge responsibility, towards the brand that has invested and taken the services of a celebrity; and the celebrity who is representing the brand. You wouldn’t look very good if someone told you that the ad in which a particular celebrity is stupid and that ad happened to be yours. So you need to find a connect and try and see that it’s a win-win situation for the celebrity and the brand.”
Bachchan, on the other hand, talked about the responsibility of the brand to the celebrity promoting it, and the responsibility of both to their audience. He recalled his campaign with Cadbury following a bad hit the chocolate brand had taken.
“Cadbury had been through a terrible time. When they came to ask me to endorse them I asked, “Do you want me for your campaign because you are in trouble or because you like my face?” They were honest enough to tell me that they were in trouble. I told them that it would be better to be honest. So I asked them to tell me directly what went wrong and then I could see if I could be part of designing their campaign. I wanted to know what they had done to repair the damage. So they explained to me how they now had a double wrapper on the Cadbury product and it was absolutely safe. I asked that they take me to their factory, which they did, and I got to see firsthand what new measures were in place. We then decided that instead of a typical ad, I would just sit in front of the camera and speak about exactly what was happening.”
According to 2012 stats, India is now 100 per cent Polio free. This had a lot to do with the campaign by Piyush Pandey featuring Amitabh Bachchan which spearheaded the call to action.
Pandey recollected, “We were just a small part of the whole campaign. There were people on the ground – doctors, government and social service workers who made the whole campaign a success. Yes, the creatives were different from the regular public notice pieces but the exercise was huge and many people were involved.”
Adding to this, Bachchan said, “This campaign took eight years to make India 100 per cent Polio free. There were a number of issues we faced along the way. In rural India for example, mothers were not keen to put these two drops into their children’s mouths. We had to really convince them. We also faced problems with communities who did not want to contribute to this. We had to design a campaign to impress a particular community by using artists who represented that community. Even after we had experimented a lot with this Piyush felt it was still not working. He said he had an idea where he wanted to convert my on screen persona into a campaign. Instead of pleading with people to take these two drops of the Polio vaccine, he asked me to actually get annoyed with them. And so we shot the video and it was kind of odd to be angry with the country for not giving their children the Polio vaccine, but it succeeded.”
In many ways, the advertising world is dominated by the English language, but Piyush Pandey remains one of the few who still juggles English and Hindi with elan. “Some of us can make a mistake which is to learn the English language ‘at the expense of’. But it should be ‘in addition to’.”
Here Bachchan referred to a campaign done for Gujarat tourism. As part of the campaign, Pandey created a tagline for Kutch which went ‘Kutch nahi dekha, toh kuch nahi dekha’. The line became popular enough that two years later it was seen painted on the rickshaws in the area.
When asked what his favourite campaigns with Piyush Pandey, Bachchan refers once again to the campaigns he did for Cadbury, Polio vaccine and Gujarat tourism.
For Pandey, the Polio vaccine campaign is his greatest. “It will always be because of what was achieved by the nation through it. We also had a lot of fun with the Gujarat Tourism campaign because we got two months to be with Amitabh Bachchan, learn from him and travel with him.”
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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