MxMIndia

Tag: Abhijit Avasthi

  • Some Qs: Did Ogilvy clients move with him? Any acquisition plans? Moving out of Piyush Pandey’s shadow…

    Enriching five years. Abhijit Avasthi on the Sideways journey (Text & Video)

     

    The interview you read was done via email, and the one you see is via Zoom. But having interviewed with the Sideways founder twice in his previous avatar at Ogilvy and chatted with him a few dozen times, we know how he thinks and speaks. So it’s easier to plan the flow of questions. Abhijit Avasthi’s journey is interesting as Sideways is not just a creative agency. It believes in creative thinking and innovation. And hence has no tagline. Why, 40-odd people who constitute it do not hold any titles. The agency is doing well, which is very good news. Good because times are awfully tough. But also the success of the ‘experiment’ (our words) will surely spur many others to follow suit.

     

    As part of the MxMIndia Live series, we interview Avasthi (referred to as Kinu by the fraternity). Some of the questions are also in the video, but not all of the video questions are in the text. So you must consume both.

     

    Here goes the conversation Abhijit Avasthi had with Pradyuman Maheshwari. Enjoy.

     

     

    Five years already. And it looked like just yesterday, when I came to your office at Ogilvy doing what could be described as an ‘exit’ interview. So how has the journey been?

    Yes, time flies superfast indeed. Five years back, I doubt I could have predicted the journey that will unfold for Sideways. It’s been an adventure in the truest sense – unpredictable and exhilarating. The last five years have been a massive learning curve for me. And extremely satisfying. We have managed to build an awesome team with diverse talents, done a variety of great work and had tons of fun along the way. What started out as an experiment has turned into something hugely impactful for businesses of all kinds.

     

    You continued with your association with Ogilvy for a while even after leaving. Was it tough breaking the umbilical chord?

    More than the issue of breaking the umbilical chord, it’s the emotional bond with Ogilvy is which is unbreakable. That is like being stuck with Fevicol. But yes what was difficult was not succumbing to my default way of approaching a brief…what I had learnt and practised for 15 yrs in Ogilvy. It took a fair bit of effort, an open mind and discipline to evolve our own way of going about solving problems in a set-up like Sideways where writers, techies, product designers, strat folks all sit on the same table attacking the issue. How to orchestrate this diverse gathering of talents and get them to complement each other’s strengths has not been an easy task to say the least.

     

    So you did some work with Ogilvy for a while after that, right? Are you still doing?

    Yes, when I left Ogilvy, a few clients wanted a smooth transition so I helped do that for a year. Not doing so anymore.

     

    As you look back, was it the right decision to move on? Given that Rajiv Rao and Sonal Dabral have moved on.

    I don’t look at it as a right or a wrong decision. It was a time in my life when I was up for newer challenges and a different journey – an adventure in every sense of the word. Which is why I left Ogilvy without any plan for the future. The idea of Sideways developed in the ensuing months during brainstorming sessions with Sonali. I am sure Rajiv Rao and Sonal moved on for their reasons.

     

    Any regrets?

    No regrets. None whatsoever. While I was at Ogilvy, I served it and its clients selflessly with all my heart. I managed to build an amazing team of rockstars there which is carrying on the Ogilvy legacy.

     

    Was getting client easy? Did any move with you – from Ogilvy to Sideways?

    There were clients and people who were keen to move with me but I had decided that I will not be taking any Ogilvy people or clients with me. It’s basic courtesy towards an organisation which is hugely responsible for shaping me.

     

    When thinking of our Biz Dev processes we were clear that we will not take part in the full monty pitches. So that stacked things up against us – an offbeat set-up not willing to pitch. It takes a leap of faith to park your business based only on someone’s past credentials and a promise. But we were fortunate that from day one we had client partners who were willing to give us a shot. I am grateful to them for placing faith in us and giving us the interesting projects we were looking for.

     

    Today after 5 years, things are very different. We still do not pitch but now our case studies do all the talking. We have worked with over 50 clients: traditional national ones like Pidilite and Borosil. Regional players like Suhana Masala. New age tech companies like Google and Flipkart. Start-ups like Curefit, Urban Company and Great Learning. From helping build tech platforms for digital payment companies, to designing service journeys to reimagining legacy brands to building products to, of course, advertising we have done it all. So there is a solid body of work across disciplines, across categories and different size businesses.

     

    Between Rajiv and you, you were always the one who was more business-minded (in a good way) and would interact with the media, etc… so did that help in the transition?

    I have never thought about it that way. I know I have always enjoyed all aspects of a business: the creative side of it and the business side of it and all that it entails.

     

    But what has surely helped in building Sideways is my personal interest across spheres. Story-telling, Product Design, Science & Technology, Economics, History – everything interests me. A friend recently introduced me to a word from psychology – multipotentialite – someone with intellectual and creative curiosity across various areas. I think I am that – and that has helped make the transition from a traditional agency to what Sideways is. And the Sideways journey has helped me actualize that aspect of myself.

     

    What part of the business makes you say: shucks, it’s better to work for someone than do your own thing?

    Nothing really. Everything is a part of the challenge I signed up for.

     

    And what part makes you say: heck, why didn’t I think of it before?

    It’s interesting you ask that: so much of what we are doing at Sideways now is what I wanted to do in Ogilvy 11 years back when Rajiv and I became NCDs. But the agency’s priorities and focus were more mainline advertising at that time, and maybe rightly so for a place like Ogilvy then.

     

    Moving to some propah questions on Sideways. So tell us in specific terms on the business. How have you achieved what you wanted to?

    The idea of Sideways was straightforward – how to apply lateral thinking to every aspect of a business using a team of people with different skill sets. Around the world, all business partners are trying to reach that fine balance of right and left brain, as well as exploit the potential of a multidisciplinary approach. Which is why you have the McKinsey/Accenture varieties buying into creative firms. Design and tech firms are merging in the Valley. Legacy advertising agencies are bringing on folks from the consulting world in leadership positions. They are all trying to manoeuvre an existing ship for newer, trickier waters. For us, we are born and raised for that. So from day one the team structures we have built and the processes we have evolved are conducive to delivering on those needs for companies.

     

    High points? And low points?

    I won’t talk in absolutes. But every now and then, after a creds presentation, when the CEO remarks that our approach and work is so refreshing, it’s a high. When we get new biz calls and applications from talent to join based on our reputation out there, it’s a high. When we see the impact of our efforts in the social sector, that’s a huge high. When our work goes viral and we see memes, it’s a high. Showcasing our own toys at the Nuremberg Toy Fair was a high. So fortunately many joy peaks do come our way.

     

    And I won’t say a low, but it is disappointing when certain potential clients fail to see the value we bring to the table because they are still stuck in time and using existing old school ways of evaluating partners. And yes, when some really outstanding pieces of work don’t see the light of day for reasons beyond anyone’s control.

     

    Work that you are extremely proud of? In traditional advertising? And non-traditional advertising?

    There are so many. The Kia Motors Brand launch, the work on Borosil to help move it from being a primarily industrial company to a kitchenware consumer brand, solving a complex business issue for Fevicol, partnering Google Pay on the product/strat side, designing collectibles for Disney to disrupt traditional toy retailing, imagining Big Bazaar’s offering as a service brand, designing the 3D training model for Paani Foundation, the ‘Lunar Dome’ tribute to ISRO, digital activations for Imagica…there is just so much that I can go on and on.

     

    Tell us about your alliance with Reliance? What are the specifics in terms of work?

    Metaphorically speaking, at Sideways we are a bunch of kids who have come together. And so it follows that we love building toys and games. We were very keen to develop exciting new ones and take them to kids out there. Reliance Brands, because of Hamleys, has great expertise, knowledge and interest in that space too. So our JV is a meeting of strengths: our creativity, and their retail and manufacturing/ supply chain prowess. We showcased our first products at the Nuremberg Toy Fair in Germany in Jan 2020.

     

    These are tough times for A&M. How have you been doing in this period (post-Lockdown)?

    It’s been tricky of course. Though, not being reliant solely on advertising has been a kind of a boon. So many of the product design/ tech/ business strategy projects have been on. Shortly after the lockdown, we launched our Smart Recovery Lab (SRL). In a time where linear thinking will be inadequate, SRL helps businesses look at lateral solves. We are currently partnering companies in the Travel and F&B space by evolving newer ways to tackle the situation.

     

    What next for Sideways? For you?

    I am excited and enthusiastic about what the future holds for Sideways. We have now built the foundation from which we can leap big. It’s like reaching the Everest Base Camp. And now we are all set to climb to the peak.

     

    We are always on the look-out to partner clients who want to do things differently, not follow the beaten track – the brave ones who are smart enough to realise that old tricks won’t work in the new world.

     

    For me, Sideways is a journey wherein I get to learn more and grow more each day. And make some amazing friends on the way – those who join us and partner us.

     

    Thought of getting acquired?

    There are no plans to get acquired. We are thoroughly enjoying what we are doing. We have just built the foundations of a unique firm with a lot of passion, so we intend to enjoy the fruits of our labour ourselves. We will grow with our own might.

     

    Second-last question: If you have a Sanjeev Mehta (Hindustan Unilever) or some biggie advertiser in the elevator, and have an opportunity to make a pitch, what would it be… an elevator pitch, in say a hundred-odd words?

    Sideways is a one-of its-kind-company in India. It’s a curious mix of a consulting firm, an advertising firm, a tech solutions company, a product design studio and a circus maybe. We can solve problems and explode opportunities in surprisingly impactful ways. If you’re willing to let go of old legacy methods and be a tad imaginative and brave in approaching issues, then give us a call.

     

    This is a very sensitive question, and I am glad I am not doing this interview face-to-face as you would’ve thrown me out. Ha ha. But the elephant in the room should be addressed. It’s perhaps an exceedingly uncharitable remark – when some people said you were a Mama’s Boy. With obvious reference to the fact that Mr Piyush Pandey is your Mama, and that you owed your presence (and ascent) at Ogilvy to him… your uncle. Would you say that this five-year journey has in a sense now helped you develop an identity of your own? Grow out of Piyush Pandey’s shadows? Or does all of this not really matter to you?

    Ha ha ha ha…I have lived with this question for so long and have many answers for it. Firstly, I am extremely proud and fortunate to be Piyush’s nephew. I have learnt so much from him, mostly outside the office – so that learning is definitely the advantage I have had over others. And those who pass such comments are the insecure ones who would not amount to anything even if their Mama actually helped them.

     

    I was always mindful of my relationship with Piyush, which is why when I entered advertising in 1997, I chose not to apply to Ogilvy. I wanted to earn my stripes elsewhere. I joined Enterprise Nexus, did a whole of lot good work, won many international and national accolades (including India’s first ever D & AD in-book) and then was invited to join Ogilvy by Bobby Pawar and Anil Bathwal in 1999. I am thankful to them for giving me that chance to prove myself in Ogilvy. After that over the years, I would like to believe that my work spoke for itself. And I think I did manage to move out of Piyush’s shadows very soon in Ogilvy itself.

     

    The Sideways journey has enriched me and developed me in many other ways. I have learnt a lot, grown a lot, and along with a bunch of crazy talented folks who believed in our vision, managed to create something amazing from scratch. And that has helped me reinvent my identity in a way I would say.

     

  • Conceptualised by Sideways, the film sources home videos keeping emotions raw and simple

    Havmor sources home videos for new campaign

    By A Correspondent

     

    Havmor icecream has unveiled a digital campaign titled  ‘Sabse pehle kya karega?’ focusing on what consumers really wants the moment life gets back to normal. Conceptualised by Sideways, the film sources home videos keeping emotions raw and simple.

     

    Said Anindya Dutta, MD – Havmor Ice Cream: “We feel this brand film will specifically help in strengthening our bond further with consumers, many of whom have been waiting to eat their favorite Havmor Ice Cream. We are confident that ice cream consumption will pick up and we are already seeing green shoots.”

     

    Added Abhijit Avasthi, Founder – Sideways: “Havmor is a brand that promises unlocking joy in ordinary moments. Under the given circumstances just the thought of getting back to a semblance of normalcy is a source of joy for most of us. And that’s what we have tried to capture using a nice hummable track.”

     

     

  • The TVC, in a tongue-in-cheek way, attempts to educate consumers about the widespread sale of adulterated camphor

    Sideways crafts Mangalam ad for camphor

    By A Correspondent

     

    Mangalam Camphor
    The Mangalam Camphor TVC

    Ever seen a TVC for camphor? Unlikely. Well, here’s one for the Mangalam brand of camphor crafted by Abhijit Avasthi’s Sideways.

    Notes a communique: “Traditionally it is believed that camphor provides multiple benefits. Not just fragrance or repelling of insects; the benefits of camphor are believed to be spiritual as well, such as purification of thoughts or energy in the house. Hence, it has a great significance in Indian culture and worshiping. But due to the commoditised nature of this category, there are a lot of local brands that sell adulterated camphor at a cheaper price. Consumers don’t even know they are buying adulterated camphor for the god. Mangalam camphor, in a tongue-in-cheek way, attempts to educate consumers about the widespread sale of adulterated camphor.”

    The film has been made by Bang Bang Films.

     

     

  • Creative captains Prathap Suthan, Bobby Pawar and Abhijit Avasthi on whether the dismal performance by India at Cannes Lions is a need for worry

    Are we making too much of our dismal showing at Cannes?

     

    India’s performance at the Cannes Lions this year left much to be desired. Being dubbed the worst ever – with just 13 metals in our kitty – the dismal showing has sparked debates about whether the advertising industry really has quality talent, or should we not make too much of deal of events like the Lions? Three creative gurus weigh in what might have gone wrong and whether we should care at all.

     

    Bobby Pawar

    Director and Chief Creative Officer – South Asia, Publicis Worldwide

     

    Frankly Cannes doesn’t matter. Not to our creativity. Certainly not to our business. Why? Our clients don’t care much about it. Our consumers, not at all. So the question is why we should we give a rat’s derriere? Why are we acting like our momma died and beating our chests in loud mourning? Cannes is a pissing contest and we pissed shorter. Today’s India doesn’t like that. And we shouldn’t. Many have argued that our limp performance was because our work isn’t creative enough. Maybe. But I venture we stepped onto the field pads, gloves and carrying a bat, when the world was playing soccer. The game has changed. If you take a look at our entries, I’ll smack my face with a cold pomfret if most of them weren’t in print, outdoor, design and craft. Old world categories, where the old world still plays a stronger game. (Don’t think so? How many Grand Prix’s has India won in them? There.)

     

    Now, should we change because we want to win awards? That’d be stupid. But the reality is we must, before clients and consumers force us to. If that means we win big at Cannes, great. If not, so be it.

     

    Prathap Suthan

    Managing Partner and Chief Creative Officer at Bang In The Middle

     

    There are a couple of reasons why I think we fell short. And I don’t think it an upsetting issue. There are things that we need to consider. The winning countries and the entries operate in spaces that are perhaps very difficult for us to match. The markets require a whole new wedge to drive noticeability, and at least for regular mainstream work, we operate below par. Those are media media-saturated markets, and more importantly creative saturated audiences. It’s a norm for them to do work and expect work that breaks a whole lot of glass ceilings. Our markets and audiences are still tottering around the mofussil of average communication. We don’t need to be creative for the sake of creative. No one has the extra moolah to ply and try to see if completely lateral ideas deliver market efficiency. We are still dealing with entertaining narratives and well crafted advertising pieces. Besides, the tech quotient at play is very far ahead in those competitive markets. There are specialised shops that drive tech ideas and integrate them backwards into communication and creative ideas. It’s a whole new dynamic and our industry infrastructure is not equipped to think or even deliver those solutions or ideas. This gulch is only going to widen. I would rather we focus on what we know best, and work in areas that we can hone to surpass existing levels. And thankfully, there are a lot of categories where we can truly dominate. We need to look our strengths and desist from getting into waters that we can’t cross. It is also important to calibrate the calibre of creative buyers. Truly how of our clients at the senior senior-most levels will push agencies to break every mould. And honestly how many them really know how to evaluate ideas and open up budgets for the greater glory of creative at global festivals?

     

    Abhijit Avasthi

    Founder, Sideways (ex-NCD, Ogilvy)

     

    I believe India’s showing at Cannes this year is a temporary blip in a long good run. It is also a reflection and a consequence of a few issues, which can be debated. In certain categories like print/design/promo/digital etc our work is not as cutting edge as the rest of the world. On the one hand, we can try and push that, but then it cannot be at the expense of compromising on its relevance to our markets. That’s a double-edged sword. When it comes to categories like film and radio, where I believe our best work is done, we do have an unfortunate handicap – a lack of awareness and appreciation of our culture, language, social structures and such. No matter how well somebody translates these, the magic of the nuances is lost on the international jurors. As a parallel example, imagine somebody trying to explain the impact of ‘Kitney aadmi they?’ to a film jury? On paper it sounds like the most pedestrian dialogue ever written. There is no way on earth any jury will consider that dialogue a masterpiece. C’est la vie. Our celebrities are not known, our relationships are different…just too many such gaps.

     

    So the way I look at it…if a piece of work wins at Cannes it is surely world class but if it doesn’t…that does not mean it is not. So we should not get overly dejected by this year’s show.

     

    Let’s all just focus on doing exceptional, original work for the man on the street in India.

     

  • New venture with former colleague Sonali Sehgal to start creative problem-solving agency

    Abhijit Avasthi goes Sideways

    A Correspondent

     

    Abhijit Avasthi

    Former Ogilvy India National Creative Director Abhijit Avasthi is moving Sideways. Literally. After having left the agency with effect from December 2014, he has teamed up with Sonali Sehgal, former Ogilvy Senior VP (Client Service) , to launch a new creative problem solving agency called ‘Sideways’.

     

    Although work at the agency will start in right earnest in July after Kinu, as Avasthi is known in the fraternity, is back from judging at the Cannes Lions advertising festival, the new company has incorporated, he said.

     

    “Sideways will adopt a creative and right brain approach to everything,” he said, clarifying that the outfit will look beyond branding and advertising. “It could be an all-new product or service or even finding a problem to an HR issue,” he explained.

     

    Other than Sehgal, there is no one from his former agency in the new venture. “We will have a dozen-odd people in the core team and other than the two of us, no one is from advertising.”

     

    Meanwhile, Avasthi’s Sideways has been roped in by Aamir Khan to help in the Maharashtra government’s Jalyukta Shivaar Abhiyaan where the actor has been appointed Brand Ambassador.

     

    The social sector is special in Avasthi’s plans for Sideways other than looking at problem solving for established large organisations and start-ups. “We will not do pureplay advertising,” Avasthi says with certainty.

     

  • They put in their papers last week and will serve notice till the end of April

    Navin Talreja & Kawal Shoor quit O&M to launch agency

    By Pritha Mitra Dasgupta

     

    Senior Ogilvy & Mather executives Navin Talreja and Kawal Shoor have quit to launch their own advertising agency. Both Talreja, president at O&M Mumbai & Kolkata, and Shoor, national planning director at O&M India, confirmed the development. They put in their papers last week and will serve notice till the end of April.

     

    The industry is abuzz with speculation they will join hands with Abhijit Avasthi, erstwhile national creative director of O&M who quit to launch his own venture along with ex-colleague Sonali Sehgal. Talreja and Shoor, however, denied it. “Let’s get the elephant out of the room. Kinu (Avasthi) is a great guy, but at the moment Kawal and I would like to go at it alone and start our own company and be on that adventure,” he said.

     

    Shoor said, “Navin and I are still talking about how to shape our new shop. And I desperately want to refrain from clichés (‘different’, ‘new kind of agency’, etc). We will let our work speak. The one thing we’re clear is that we will not chase numbers.”

     

    While Shoor has spent 21 years in O&M, Talreja has worked with the agency for 18 years. Overall, they have 40 years of experience in advertising and communications business with expertise in planning, business development, client servicing and administration. The duo is now looking for a creative partner for the new venture. “A creative partner (or partners) is crucial, and, thankfully, a few good minds are keen, but it’ll take alot more to build the kind of place we’re dreaming of. Navin and I will try to find some unconventional partners, as unless you have new kind of people, you won’t get new kind of work,” said Shoor

     

    A senior agency head, talking on condition of anonymity, feels Talreja and Shoor should join hands with Avasthi because they don’t have the creative expertise to start a new agency. Also, the duo shares a great rapport with Avasthi, the person said. “It only makes sense if they come together,” he said. But all the three have said there’s no chance of that happening. “I am not teaming up with Kawal and Navin to form a new agency,” Avasthi said. The news of Talreja and Shoor exiting O&M came to light on the eve of the 60th birthday of Piyush Pandey, executive chairman at the agency. “I have been out of Mumbai for the past five days and, hence, Navin and Kawal are yet to tell me what they are planning to do. But they are not joining hands with Abhijit,” Pandey said. “I can also say that they won’t do anything that is against the interest of O&M.”

     

    Some top officials, meanwhile, suggested Talreja quit because O&M recently went through a senior management restructuring following which Kunal Jeswani was made the CEO of the agency and Talreja didn’t get any prominent role. But Talreja said, “The reason to move on is a feeling that the time is right to try and do something new and exciting on my own.

     

    Do it at our own pace and scale and to enjoy a different kind of journey by challenging oneself.” Talking about the two exits, Jeswani said, “Change is inevitable. It keeps us sharp and makes us stronger. The transition is being worked out and should be completed in a month.”

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • As he quits Ogilvy India as NCD, he talks to us about his journey thus far, not calling Piyush by name and his relationship with Rajiv Rao

    Up, Close & Personal with Abhijit ‘Kinu’ Avasthi

     

    By Pradyuman Maheshwari

     

    He is a metallurgy graduate, has done various odd jobs before getting into advertising in 1997. Two years later, he joined Ogilvy and hasn’t look back ever since. Winning several Indian and international awards, on the jury of most big award shows and having done some superlative creative work. Last week, Ogilvy South Asia Executive Chairman & Creative Director Piyush Pandey , sent a mail out to employees that National Creative Director Abhijit Avasthi was moving on. November 30 will be his last day at work. The news sent shockwaves in the ad frat, because, one never thought he would quit. Excerpts from an interview…

     

    So what happened? How? Why?  The lyrics of a song from the 1972 Rajesh Khanna-starrer Amar Prem would possibly best capture my question: Yeh Kya Hua, Kaise Hua…

    Kyun Hua… Kuch toh log kahenge (laughs). While it may seem sudden, it’s something I’ve been mulling for a long, long time, and discussing with Piyush (Pandey) too. As I have maintained, there are many things I’ve enjoyed doing over and above advertising. There are certain products or opportunities outside that I would love to think about. There are problems that I would like to solve which need a totally different mind and head space to work on.

     

    Like?

    I enjoy absolutely everything.  While I like advertising , being from an engineering background, I love technology, design, history, music and maths. I love music to death. There are many things which I keep thinking about.

     

    So you want to wander?

    I want to wander and think about things a bit. I’ve always wanted to contribute in some way to society. There is a new government, there is an air of optimism, some change can genuinely happen. I would love to participate in a change like that and do whatever I can.

     

    Do you think it is the right thing to do when you are at the peak of your career? Just chuck your job to take a break?

    My heart tells me, so I think it’s right. I’ve never chased a career. I’ve never chased a designation. Even my entry into advertising was purely by chance. I am an engineer by training. I used to work in a steel plant. I used to sell sarees, I would work in a factory that made dyes for textile. I came to Mumbai in 1997 to figure what to do in life. Someone suggested advertising, so I got into it. I’ve loved advertising as it allows me to do lots of things. One day I will figure what I want to do and may be today is the time. I have the sense of this is really what my skills are, this is what I enjoy doing. This is where the opportunities are. This is a new age in India. May be the time has come to take a step back and say, ok, let’s pursue this, this seems like a good option.

     

    But look at it from the Ogilvy point of view. Here is a guy they’ve nurtured, believed in for 15 years. Now suddenly he wants to quit and go. From the agency’s point of view, it’s a huge loss.

    It’s a bit of both. Yes, it’s a loss, there’s no doubt. But that’s how all companies go. That’s how all individuals go. While I’ve been here, I’ve been nurturing a whole team and there are many Piyushs, Kinus and Rajivs waiting in Ogilvy. I think my exit may be a great opportunity for them to shine and come out. While I was here, I’ve served Ogilvy and its clients and its people with all my heart and mind. Every second of the day for the last 15 years. So I have received much and I have given whatever I have. And I think that’s the cycle of life.

     

    You and Ogilvy were like bonded with Fevicol.

    I thought so too. There’s still a Fevicol jod binding us. Just because I am moving out of Ogilvy does not mean I am not attached to the agency, or I don’t have an association with it or we won’t find some way of working together. Like I said, I am rolling so many things in my mind, may be I might stumble upon something whereby I need to collaborate with different disciplines or people in Ogilvy and move ahead. So it’s such a wide canvas.

     

    The clients who’ve trusted you much will now feel orphaned?

    No, I think that’s the amazing thing about Ogilvy. While I was the face, and yes I was the significant contributor to what they were doing. But I used to always work along a team. So they also know that when team makes a contribution and there is this Ogilvy culture and things will come to place and life will move on. And you know what, brand managers, managers, marketing heads change on the client side every 2-3 years. So here’s a guy who is leaving after 15 years.

     

    So are you getting into films? There are many adpersons out there.

    Unlikely. I think it is too much of work. Too much hard work.

     

    Advertising is also hard work!

     I am hoping to try out something really different.

     

    You wandered into advertising in 1997.  Did the fact that your uncle Piyush Pandey was in advertising influence you to join advertising?

    I’ve been very close to Piyush and Prasoon. They are more friends than anything else. So I would always love hanging around with them. I would see them come up with ideas, and would discuss with them. But in 1997 when I was in Mumbai and people said give advertising a shot and I also thought of the fact that I used to enjoy those moments with Piyush and Prasoon. I would just brainstorm with them and throw in my random idea and they’d say it was very cool. So it gave me a sense of confidence that maybe I should give it a shot.

     

    Why didn’t you join Ogilvy then?

    I was quite clear I wanted to earn my stripes elsewhere.

     

    And how did the transition to Ogilvy happen?

    I had a great time for the two years I was at Enterprise. I met my first art part Raj Kamble. But as I spent time there, I realised that my interest lay more in big brand stuff, in television than print. Then I had a chat with Mohammed Khan and said “Look, I need to move on”. There were friends at Ogilvy who were asking me to join, but I wasn’t ready.

     

    What was working with Mohammed Khan like?

    Absolutely fantastic. I had a great time working with him. His best quality is that he’ll never make you lose your passion for anything. Even if you’ve done something really crappy, he would never kill your enthusiasm, Of course he would be strong and strict and shout about at times. But I think he managed it in such a way that he would never kill one’s enthusiasm. I am quite grateful to him for that.

     

    And with Piyush… did the personal relationship impact your professional life? Or vice versa?

    Bobby Pawar and Anil Batwal hired me in 1999. But I have to admit, it was a little odd. I was always conscious of the fact that what will people would feel he is Piyush’s nephew… so what is he doing here? Is my work good enough or are people just being polite? What could they be saying behind my back? Those things use to bother me a lot. Initially things like what should I address Piyush as? I can’t call him Piyush, he is my uncle, my mama. It was very odd. Till date I don’t think I have ever addressed him in front of anybody because I refused to call him Piyush and I don’t think it’s right to call him mama in front of everybody in the office.

     

    You’ve haven’t been calling him anything for 15 years?

    I can’t call him Piyush, My values don’t allow me to call him by first name. It’s not possible. And I can’t call him mama in front of everybody. It’s an office, it’s a corporate setup. It’s just not done.

     

    And when you meet him one-on-one?

    Then of course I do refer to him as Mama.

     

    What do you do if you have to call his attention in a meeting?

    I find a way of addressing him.

     

    Like what?

    I have some tricks. I get his attention.

     

    He knows that?

    I’ve never mentioned it, but he must have figured it out.

     

    As you look back at the work you’ve done at Ogilvy, what can we say is a typical Abhijit Avasthi piece of work? Your signature style?

    I am hoping that nobody can say that this is an Abhijit Avasthi ad. If everything is going to have my style, then it’s not fair on the brand of the company. That’s my belief. Which is why my attempt is, and I don’t know how far I am successful, is to give varied flavour to different things. So I would be very happy if people say “are you saying that guy who did Fevicol bus ad is the same guy who did the Centre Shot ad?” I’d like to hear stuff like that. Rather than, oh this is also a Kinu ad, this is also a Kinu ad, this is also Kinu ad.

     

    How do you and Rajiv work along with each other…

    Yes, it’s all amazing that how Rajiv and I are working together. Till the time we became NCDs we’ve never worked with each other. So Piyush had put the two of us together. It’s just that we’ve been along for so long, we’ve put so much time together. We’ve joined in the same year, 1999, just a few months apart. We’ve always admired each other’s work. We’ve always been honest with each other. So when the NCD announcement came in, we never ever sat down to formally divide this is what you will do, this is how I will do. These disciplines you will look after, or these cities you will look after. Everything was natural and organic and it just happened instinctively. Both of us know our strengths and we know we are the persons can contribute so I seek pretty much every work he…

     

    And how is your work divided?

    It’s natural, it happened. The legacy business which I was involved in I continued on them, the legacy business he was involved in, Vodafone primarily, he continued. I am intelligent enough not to put my two bits in Vodafone and destroy it, because he has done something phenomenal. He has headed the Bengaluru office. So typically the most of the Bengaluru accounts he would look into. Some I would look into. And historically I’ve always been closer to the Delhi office, so everything was organic, we never sat and formally did anything, we had enough respect for each other.

     

    Do you critique each other’s work?

     

    So when I show him some stuff and what’s nice about Rajiv is he has no sense of diplomacy. So he’ll say Kinu this is rubbish. Which is very nice. There is no emotion.

     

    What about you?

    I try and cushion the blow!

     

    How much have you embraced the digital media yourself?

    I am very aware of what happens, what’s happening, what are the possibilities, but am I immersed in it myself? No I am not. I wish I was, but I think life is too busy.

     

    One thing which is said is that the reason why digital media hasn’t entirely grown  is because biggies like yourself are not doing too much digital advertising

    It’s a bit of both. I don’t agree with it entirely. Some great digital work is happening. See, everything our industry does is compared to what’s happening in the west. One must not forget that the societies there are much advanced and developed and digital is a way of life for people. So when you do something in the west, the man on the street gets it. Do I believe ad folk in India are capable of doing great digital work? Yes, they are. But the reality is that the person on the street is not digitally evolved. There is no point in doing a really creative digital innovation which the man on street doesn’t get.

     

    Any advertising from competition that you would have liked to do?

    Yes there are plenty. I think I enjoyed, rather than pick individual pieces, I would rather say the whole thought of ‘Daag ache hai’. It is a lovely campaign, I would loved to have done it. Some of the early Pepsi stuff, I would have loved if I’d done that. I think some of the work happening on Tanishq is fantastic.

     

    People whom you liked to work with? People who moved out of Ogilvy, whom you miss very much?

    Lots of them. I think one thing that keeps it going is more and more amazing people keep coming even though some amazing people leave. Yes, there are many, there use to be this guy called Avinash Baliga. I think he is one of those guys who understands my sense. He is the guy I genuinely believe who is way ahead of what India is now. He works in a hot shop in Argentina now. I think he is found his place over there. He is one guy, many a times I do think, if he had stuck on then things would have been really great.

     

    So effective December 1, we see you wander?

    Absolutely . , I won’t sit, I have some thoughts. I won’t lie that I don’t have thoughts. I have a sense on what is it that I should do next. I am not chasing money or some kind of crazy fame. Now is the time to put things down and evaluate, okay this could be some interesting place to go. For example, if I could use words, I would like to do some thing which is original, meaningful. Some thing where I could use all my skillsets over and above advertising.

     

    A shorter version of this appeared in ‘dna of brands’ dated November 3, 2014

     

  • NCD Abhijit Avasthi calls it a day after a 15-year bonding with Ogilvy. Rajiv Rao will hold solo charge wef Dec 1

    Ogilvy’s ‘jod’ goes unstuck as Abhijit ‘Kinu’ Avasthi quits

     

    By A Correspondent

     

    It’s a bond one thought would last forever. For many years, Ogilvy & Mather India has been known for Piyush Pandey. So strong is the association with Pandey that the agency’s name could well be prefixed with a Pandey.

     

    But over the last five years, National Creative Directors Abhijit Avasthi and Rajiv Rao have come into their own and established themselves as creative gurus with their own standing, albeit a notch below Pandey.

     

    The news of Ogilvy India National Creative Director Abhijit Avasthi parting ways with the agency after working there a decade-and-a-half sent shockwaves in the industry. Confirming this development, Avasthi said he was mulling his next steps.  He said he was in discussions with Mr Pandey (coincidentally also his maternal uncle) for a few months.

     

    Last evening, Piyush Pandey, Executive Chairman & Creative Director, Ogilvy South Asia sent a mail to Ogilvy & Mather employees announcing the development. Rajiv Rao, who also shares the creative charge of the agency as National Creative Director (NCD), will be the sole NCD with effect from December 1.

     

    Mr Avasthi will be with the agency till November 30 and continue to be associated with small projects, Mr Pandey said in a mail. According to sources, Mr Avasthi is likely to set up his own creative agency, a move that he has been contemplating for a while. The outgoing NCD though is tightlipped about his plans and would talk about them when the time is right.

     

    A metallurgist by formal education, Kinu, as Avasthi is known in the fraternity, got into advertising after working in a steel plant, manufacturing textile dyes, trading in saris and even exporting playing cards and match-boxes. He started as a copywriter with Enterprise Nexus in 1997 and joined Ogilvy in July 1999. Other than winning several awards and being on the jury of many award shows, Avasthi has been several acclaimed advertising campaigns to his credit. These being for: Fevicol, Cadbury, Asian Paints, Google, Tata Sky, Bajaj, Centerfresh, Mentos and Unilever amongst others.

     

    Friends in Ogilvy, say that while he is a creative, Kinu has a sharp business mind and in his quiet, affable way can win over clients and make decent monies for his agency.

     

    Watch this space for more.

     

    Image: Part of a Fevicol ad was doctored to show a hand (Abhijit Avasthi’s) getting unstuck from that of Ogilvy’s

     

  • It will not just highlight stories and social issues affecting India but will also discuss the best possible solutions for social welfare

    Ogilvy unveils campaign for season 3 of Satyamev Jayate

    By A Correspondent

     

    Post two successful seasons, Satyamev Jayate is releasing the main invite campaign for Season 3 captioned, “Satyamev Jayate wapas aa raha hai…Dekhna Zaroor – Mumkin Hai”.

     

    The campaign is a promotion for the show that will begin on Sunday, October 5, 2014. It will not just highlight stories and social issues affecting India but will also discuss the best possible solutions for social welfare and well-being in an individual capacity.

     

    In a lighter vein, the campaign communicates that change can happen in a society. It is not just another campaign for raising awareness about the malpractices happening around us, but also aimed to recreate brand appeal and invite viewers to the show.

     

    Abhijit Avasthi

    Abhijit Avasthi, National Creative Director, Ogilvy India said, “Satyamev Jayate has come to stand for the possibility of positive change and is symbolic of the collective efforts of all Indians in addressing the wrongs that plague our society. This campaign brings that alive in a light and optimistic way.”

     

  • The anthem film for Android One is an integral part of the campaign as it showcases the key message for this initiative

    O&M unveils campaign for Android One

    By A Correspondent

     

    As part of a larger initiative to bring high-quality smartphones to as many people as possible, Google launched the first family of Android One phones in India on September 15, 2014 in New Delhi. The Android One phones offer a high-quality experience, running the latest version of Android (4.4 KitKat). They will be some of the first phones to get the new Android L release – an update that will offer Google’s new material design, improved battery life, enhanced security features, and smarter notifications. The Android One devices will launch across the world with the initiative starting in India with Micromax, Spice and Karbonn phones.

     

    Sandeep Menon – Director, Marketing, Google India said, “We are very happy to partner with Ogilvy for this initiative. The anthem film for Android One is an integral part of our campaign as it showcases our key message for this initiative. Through this anthem we want to highlight that the Android One is meant for Indians from all walks of life. The team at Ogilvy has developed a great concept and we are very excited to see how people react to the anthem film.”

     

    Android One phones will have access to over one million apps that allow people to message friends, make video calls, socialize, check news and weather, and play games. Google apps such as Gmail, Google Maps, YouTube, Google Search, and Google Translate will come pre-loaded on the phones. The Android One platform will empower people to access information and get to a high quality smartphone with an affordable price.

     

    Abhijit Avasthi

    Abhijit Avasthi – National Creative Director, Ogilvy India said, “While working on the campaign our endeavour was to translate this powerful platform philosophy into a message that everyone could connect with. The campaign drives the message that everyone now has equal opportunity and access to experience the best in the world.”

     

  • They will be based out of Mumbai and reporting to the senior creative and business heads in Ogilvy Advertising, Mumbai

    Ogilvy announces slew of appointments in Mumbai office

    By A Correspondent

     

    Abhijit Avasthi

    Ogilvy Mumbai has announced the appointment of four creative directors into its fold. They will be based out of Mumbai and reporting to the senior creative and business heads in Ogilvy Advertising, Mumbai. 

    Abhijit Avasthi, National Creative Director, Ogilvy India said, “Last few months have been fabulous for us with lots of new biz coming in. In order to bolster our creative strength we have brought in these stars. Each of them has a unique way of thinking which will enrich Ogilvy greatly.”

     

    Neville Shah

    Neville Shah has been appointed as Group Creative Director. He is a post graduate from Symbiosis Institute of Mass Communication and completed Copywriting at The Creative Circus in Atlanta. His work experience spans over companies like MTV India & MTV Indies, Commonwealth Worldwide, McCann Worldgroup, Creativeland Asia, JWT, Mudra, TBWA, McCann-Erickson, Times of India Group, JAM, 107.1 FM Rainbow and The Company Theatre. Neville worked on Indian and multinational brands such as Chevrolet, Set Max, Standard Chartered Bank, Nissan, Airtel, Philips, ESPN, Star Sports, Bajaj Allianz,  Parle Agro, Dabur, ITC and several more.

     

    Syed Mohammed Talha Nazim

    Syed Mohammed Talha Nazim, has also been appointed as Senior Creative Director and has spent the first 19 years of his career (since the age of 19!) in Kolkata, Delhi, Bangalore & Kuala Lumpur. Having worked in agencies such as Burnett & McCann on prestigious clients like Chevrolet, BMW, Fiat, Petronas, Coca-Cola, Nescafe, Dutch Lady, Aircel, McDonalds, to name some, he chose to return to Mumbai when Ogilvy beckoned.

     

     

    Mahesh Madhukar Parab

    Mahesh Madhukar Parab, appointed as Senior Creative Director, is a BFA graduate from Sir JJ Institute of Applied Art. Mahesh has worked with agencies such as Da’Cunha Communications, Ambience Publicis, McCann Erickson, DDB Mudra and Contract Advertising. His work experiences spans across Indian and multinational brands such as Amul, Western Union, Siemens, HUL, Marico, Reliance, Yellow Pages, Hanes, Tata Indicom, BPL Mobile, NEO, Star Plus, Edelweiss, Tata Motor International, Asian Paints, Cadbury’s, BATA, Yamaha, Dabur, Wrigley’s, UTI Bank, Kotak Bank, to name a few.

     

    Talha Bin Mohsin

    Talha Bin Mohsin the fourth Senior Creative Director newly appointed, is a post graduate in Communication after doing his Bachelors in International Business & Finance. Talha has worked with agencies such as Contract, DDB Mudra, Leo Burnett & McCann Erickson. His work experience covers brands such as Coca Cola, National Geographic Channel, Schneider Electric, Philips Lighting, HBO, McDonald’s, Dabur, Godrej, Big Bazaar, Maharashtra Tourism, Parachute, Kotak Mahindra Bank, Barclays Bank, Radio Mirchi, Mediker, Twinings, Wrigley’s (Boomer & Orbit), Yamaha, Bata, Cadbury (Choclairs, Halls), Asian Paints (Tractor, Apcolite), Tata Motors.

     

  • The new commercial with the fake superhero delivers this message in an entertaining manner

    Fevistik unveils campaign highlighting high brand recall attribute

    By A Correspondent

     

    Ogilvy & Mather India has unveiled a new campaign for glue stick brand Fevistik. The current commercial shows a fake hero trying hard to impress the shopkeeper by somersaulting his way into a stationery shop but ends up banging his head on the wall. After a series of failed stunts, he asks the shopkeeper for Fevistik. But, the shopkeeper gives him some other glue stick. He takes huge offense to being offered a duplicate and accepts only the original glue stick Fevistik from the shopkeeper.

     

    Abhijit Avasthi

    Abhijit Avasthi – National Creative Director, Ogilvy & Mather said, “The challenge before us was to make sure that people insist on buying only the original glue stick Fevistik from the shopkeeper and not fall for local imitations. And what better way to drive the point than showing that even duplicates reject the fake glue stick and demand only Fevistik. The new commercial with the fake superhero delivers this message in an entertaining manner.”

     

    Anil Jayaraj – Chief Marketing Officer, Pidilite Industries Limited added, “Fevistik is a market leader in glue stick category and enjoys significant top of the mind recall. It is the only glue stick brand which consumers remember and recall. The new communication aims at reiterating the same fact and encouraging consumers about making the right decision when it comes to choosing the glue stick. The communication also aims at educating consumers to be aware of look-alike products. We believe this new communication takes our brand ahead and stands out in an entertaining manner.”