Suraj Ramnath and Ashwini Gangal
Advertising

"Piyush Pandey is not original": Indian citizens

Ogilvy's creative supremo was felicitated at the recently concluded Goafest. In an interesting video, India's 'aam janta' talks about how Pandey gets all his ideas from them. There's a term for this in the world of advertising -- Consumer Insights. A look at the video.

In the world of advertising, an effective campaign is one that draws on consumer insights. In the world of digital where social listening is made a big deal, Piyush Pandey, executive chairman and creative director, Ogilvy & Mather, India and South Asia, has managed to give this term a new meaning -- by literally listening to what people around him have to say. Some of his most recognised work is based on mundane and real reactions of the Indian consumers.

At the recently-held Goafest, Pandey was felicitated by the Advertising Club for winning India's prestigious Padma Shri award. Although advertising veterans such as Prasoon Joshi and Alyque Padamsee have won the Padma Shri earlier, this is the first time that someone has won this esteemed award under 'Others -- Advertising & Communications' category.

During this felicitation, a two-minute, forty two-seconds-video was played displaying Pandey's famous ads and Indian people's reaction to him winning the Padma Shri award. The video starts on a very interesting note with people fuming because Pandey's ideas are not original. But, a few seconds into the film, you realise these 'supposedly' angry citizens are actually lauding Pandey for cracking real consumer insights. Some of them look familiar since they appear in some of Ogilvy's ads such as Fevicol, M-Seal, and Fevikwik.

"Piyush Pandey is not original": Indian citizens
Here are the reactions from the people in the video, and we quote them verbatim:

Carpenter from the Fevicol ad (Pakde Rehna Chodna Nahi campaign), "Why award him? All his ideas are mine. Why award to him?"

Indian soldier from the Fewikwik ad (India-Pakistan border, Todo Nahi Jodo campaign), "I am shocked! Actually, he is getting award from my life. That is my award. Stop this ceremony."

The other characters in the video who have also been a part of Ogilvy's campaigns, complain that since all the ideas are from them, why should Pandey get the awards?

Half way through the video, Pandey's quote is mentioned. "I have derived maximum inspiration from people, and life in India," he says.

The video goes on to show screenshots of some of Pandey's ads that he made during these years.

A look at all those fantastic ads that are shown in this video:

"Piyush Pandey is not original": Indian citizens
"Piyush Pandey is not original": Indian citizens
"Piyush Pandey is not original": Indian citizens
"Piyush Pandey is not original": Indian citizens
"Piyush Pandey is not original": Indian citizens
"Piyush Pandey is not original": Indian citizens
"Piyush Pandey is not original": Indian citizens
"Piyush Pandey is not original": Indian citizens
"Piyush Pandey is not original": Indian citizens
"Piyush Pandey is not original": Indian citizens
"Piyush Pandey is not original": Indian citizens