Pandey, who is executive chairman of O&M, South Asia, was addressing the second session of Bhaskar Knowledge Series on ‘Creativity in Advertising’.
The ‘Khushboo Gujarat ki’ commercial that he has recently created for Gujarat government brought tears to the eyes of well-known ad guru Piyush Pandey on Thursday evening. Pandey could not control his emotions when he was speaking about his work — done with so much passion — at a seminar in the city. He was candid enough to admit: “I am an emotional man and I am not ashamed of it.”
Pandey, who is executive chairman of O&M, South Asia, was addressing the second session of Bhaskar Knowledge Series on ‘Creativity in Advertising’. With him was MICA director Ashok Ranchhod.
The ad guru’s talk on ‘Think Indian’ was a spellbinder for the audience in the jam-packed hall, where they had the opportunity to listen to him about how ideas and creativity work. Pandey talked about some of his works where the concept of ‘localisation’ has been used to promote products like Asian Paints.
“There is a need to connect to the target audience by capturing the local flavour. We need to Think Indian to promote the brands in our country. But, yes, nothing can work without an idea or creativity. No celebrity can make a commercial work if the creativity or idea lacks,” said Pandey.
Elaborating further, Pandey said: “There is no formula for success but it is the ideas and the experience that make a person successful. One should never over-analyse an idea, in fact when you believe in it, there should not be a second thought. There is a need to give insight into the life of the target audience to make an impact on their minds for the product.”
He said that the way Indians think has really changed. “There is a lot that Indians can do in terms of creativity as they have the required knowledge in them.”
To this, Ranchhod chipped in by saying: “Country branding is very important as it attracts talent and investment.” Taking the talk to a lighter vein, Pandey said, “The most innovative ideas come at a barber’s shop. Even some of my works are shot at a barber’s shop.” When asked about his personal favourite from among his works, he said: “It is my next commercial.” He, however, described the Indian Railways advertisement as one of his toughest assignments. The Gujarat campaign has made him discover a lot about the state, he said. While showing the commercials made by him, Pandey said: “Observation is the best teacher and the best observers are cartoonists who come up with a new idea everyday.”
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