India’s TVC Heroes’: Piyush Pandey
Piyush Pandey, the legend of Indian ad filmmaking, executive chairman and creative director at Ogilvy & Mather Asia. He started his career as a tea taster and later joined in account department of Ogilvy, identified with his creativity, within no time he got transferred to the creative team of Ogilvy. From there his creative venture begins, named as the most influential man in Indian advertising in eight consecutive years by The Economic Times. In 2000, Ad Club of Mumbai voted his Fevikwik ad commercial as “Commercial of the Century” and his Cadbury ad campaign “ Khuch Khaas Hai” as “Ad Campaign of the Century”. He was also conferred with Padma Shri in 2016; he became the first Indian to receive Silver Pencil at The One Show and first Indian to get double gold at Cannes and a triple Grand Prize at London International Awards. His achievements list is prolonging…
His way of writing taglines are explicit and the first one was for Sunlight “ Sunlight ki daam bas itni aur chamak…chamak dhoop si “, then he gave Kinetic “Chal Meri Luna” and another smash hit “Dum Lage Ke Haisha” for Fevicol.
“Everything I’ve done by and large comes from people-speak. I’ve just changed the context and used it for something else.” Amazing how the simplest of lines can create such magic. But then, simplicity is often awfully hard to achieve, I remark.”
Advertising is not rocket science; it’s a people’s business and the easy-flowing copy is the best. Sometimes, one shouldn’t try too hard,” he argues.
-Piyush Pandey ( Verve Magazine)
37 years of excellence in advertising, Pandey has his own unique place in the Indian ad industry. The ad guru is also responsible for “Ab Ki Baar, Modi Sarkaar” slogan which helped the current government during the election. His brilliant works are appropriate examples that give out the fact that “advertisement is a striking way of storytelling that sometimes delights or impress the audience” the choice is yours.