In a glittering ceremony in Mumbai last week, creative heavyweight and doyen of Indian advertising Piyush Pandey unveiled his book Pandeymonium. Published by Penguin Random House, the book chronicles Pandey's body of work, as well as his philosophy, inspirations and failures.
In a bid to promote the book launch, Ogilvy & Mather has executed an exhaustive out-of-home (OOH) campaign in Mumbai across various locations. The campaign, launched on October 14, five days before the book launch, will continue for another 15 days.
The agency has used eye-catching creatives of Piyush Pandey's profile with the book title 'Pandeymonium' covering his eyes against a bright yellow background. The campaign has leveraged billboards and bus shelters across key locations in Mumbai. These include Marine Drive, Kemps Corner-Babulnath Junction, Kemps Corner Flyover, Cadell Road-Catering College and Shivaji Park, Nariman Point-Mantralaya and at the entrance to Inox.
Ogilvy has also installed digital billboards at Terminal 1 and 2, at Chhatrapati Shivaji International Airport.
Pandeymonium has been curated by senior editor Anant Rangaswami. The book is not just about Pandey's experiences in advertising but serves as a personal memoir and as a tribute to his mentors.
He also emphasised on the importance of Hindi in his personal life, as well as in his commercials. "There may be this hurry to learn the English language at the expense of Hindi, but it should really be in addition to the latter," said Pandey.