A quick chat with Piyush Pandey, Executive Chairman and Creative Director of Ogilvy and Mather India and South Asia
What do you think led to the super success of the Reshma campaign?
I think the main reason is Reshma’s bravery. For a girl to come out and make a statement for other women in the country [is very brave]. I salute her bravery, and my team’s way of thinking about it and working closely with Reshma. It is a very sensitive way of being handled, and hats off to each one of them for collaborating for a cause.
In the last three years, you have endorsed the Kyoorius awards in a big way. But you are not participating in Goafest. Is there a reason you participate only in Kyoorius and not elsewhere?
I can provide a number of reasons, as we have discussed in the past. One of them is a standardisation of the jury, and a well-selected jury [at Kyoorius], which I find is more transparent.
The fact that Balki has selected an Ogilvy ad is a good thing too. He was the chairman of the jury.
Balki has always been fair. I have a high regard for Balki.
How much do awards matter for agencies like yours?
I think you have to look at the atmosphere here. It matters a lot when it comes to self-esteem. Does it convert into business? No. Does it motivate people? Yes.
You have creativity and you have effectiveness awards. Effectiveness awards are another area that Ogilvy scores high on. Which, to you, is most important?
If you are creative, it is better to be effective. If it is effective, and bad advertising, that means other elements of the product will not help your advertising. Good advertising must convert into effectiveness.
First appeared in dna of brands dated June 6, 2016