The Ladies Study Group proudly hosted an afternoon with Mr. Piyush Pandey, the man who changed advertising in India, on 28th September 2018 at The Pala, ITC Sonar.
“Advertising must talk to the hearts of the people,” said Mr. Pandey. He went on to say that creativity in art form manifests from inspiration and all that we perceive around us. He strongly believes that in the advertising world one needs imagination with a purpose. He candidly mentioned, “I need you. It is a question of co-relation as I need to talk to you and understand your needs.”
The Ad Guru said his first source of inspiration was his family. He screened his famous advertisements on screen for the enraptured audience i.e. Ponds Cold Cream, SBI Life Insurance, Cadbury Gems, Times of India, Fevikwik and a few others. “It is no rocket science,” stated the Ad Guru. He said, “Keep your eyes and mind open, and your heart respectful to get ideas.”
Mr. Pandey said his second source of inspiration was from travelling. He said he was fortunate to have played cricket, which required him to travel in third class coaches, thereby pushing him to interact with the common man. He strongly advocated that parents should make their children travel, especially within India, a country which is so culturally rich.
A poignant incident in New York will be the inspiration for his future ads. He recalls the taxi driver saying, “My entire village looks after my mother.” The driver had left his mother in the village, while he was earning his bread in New York.
Mr. Pandey said his third source of inspiration was from society. “We present you the familiar in unfamiliar circumstances,” said Mr. Pandey. “The idea of having a child in each one of us, helped with the visual,” said Mr. Pandey. He candidly mentioned that today’s audience wants to relate to the ads, for example the ‘The Hindu’ advertisement showing the chaos in the Parliament session.
The audience threw a volley of questions at the Ad Guru, who took them one by one, with a sense of humility. On being questioned if his advertisement for the BJP Govt: ‘Ab Ki Baar Modi Sarkar’, made the BJP win the campaign, he candidly answered: “Elections are won at the ground level. I just added the simplicity in their Hindi language.” He said that no technology would work in the digital world if there were no ideas.
The members and guests of the Ladies Study Group were audience to one of the most enlivening talks conducted by the Ad Guru! The LSG members and guests further interacted over tea at the ITC.