“You are not going to know something completely from day one. You have to be inspired to learn more; and inspiration comes from communication”
– Mr. Piyush Pandey
Goa Institute of Management in association with Ribandar Talks was proud to host the most renowned and talented name in the Indian advertising industry, Mr Piyush Pandey, Indian Advertising Guru and Co-Executive Chairman, Ogilvy and Mather Private Limited.
Accolades are just a synonym with his name as he has won multiple awards for his work in advertising over the years with his Fevikwik and Cadbury commercials awarded as the Advertisement and Campaign of the century respectively. It all culminated for him in the year 2016 when he was honoured with the Padma Shri award for his contribution towards the Indian Advertising Industry.
Speaking on the topic “Think local and influence a nation”, he emphasised on the fact that advertising is not rocket science and relating his journey through the years with our own lives would help us understand the nuances in a better way.
Further elaborating on the topic, he mentioned how locations play an important role in cultures and said ‘’Respect location and learn from them, everyone has a distinct location and we can learn from them by getting exposed and communicating with each other”. He also explained that he observed what was around him and respected it, which is the reason his Ads travelled everywhere, even abroad and so he wants the young minds to use these locations and cultures around them as an emotion and not as a symbol to garner success like him.
He played a snippet of the advertisements created by him and run by his media house over the years, which included the Fevicol ads in various languages, creating a mood of nostalgia amongst the students. He said that the reason behind these advertisements becoming a runaway hit throughout the nation despite being in regional languages was because, there were no such heavy local nuances present in the ad that might alienate the audience. The primary motive behind localising the theme is not to offend anyone but instead use the opportunity to bring together our cultures and festivities so that the entire country understands the common emotion pertaining to them.
Most of his advertisements have had the strong essence of underlying emotional connect to the audience, which was visible in the next segment that he played which consisted of the ads of Asian Paints, Cadbury and Madhya Pradesh-Incredible India. According to him the local scenarios, which he observed around, inspired all of these ads and he said, “Inspiration is relevant to emotional context, and since we are a country of great folklore and whole lot of other stuff, it is both easy and important to find things that people would enjoy and connect to on a personal level”.
Furthermore he played the famous 5 Star and Centre Fresh ads which sent ripples of laughter across the audience and also sent the message across that it is not only the location or society that influences an idea but our own memories and sense of humour also play an essential role in creation of the theme for an advertisement.
The final portion had the Times of India, The Hindu and Red Label ads wherein all of them had the theme of challenging the social norms or the ideas prevalent in our society. Mr. Pandey strongly believed that the country is going through a social change and there is a tenacious need of highlighting this shift in ideologies in a positive light.
Following the talk, Mr. Pandey addressed the questions raised by the excited students who were waiting eagerly for a chance to interact with him. On being asked about what breeds creativity he replied, “Creativity is having confidence in yourself, having belief in yourself and not being restricted by our own fear and the society. Being creative means thinking differently which is a healthy habit unless you offend anyone”. Another topic raised was digital media taking over traditional advertising industry on which he commented, “Digital media is just a tool to exhibit stories and is a common vehicle available to all. Just like books are available to every person but few make proper use of it so in a similar manner the effectiveness of a media depends on how you use it”.
He signed off from the event with a final word on significance of creativity, storytelling and emotional connect whilst pointing out that, “It’s not about what things you say in an Ad, what matters is how you say things in the Ad”.