Piyush Pandey, former Global Chief Creative Officer at Ogilvy, will be accepting the Created for Creatives LIA Legend Award onsite, in Las Vegas on October 1, 2024. Also in attendance will be the LIA Jurors, onsite Creative LIAisons attendees and speakers and global press.
Notes a communique we have received: “The LIA Legend Award is given to a leader of the industry, past or present, who through their talent, vision and generosity has demonstrated outstanding creativity. They are those who are relentless and unwavering in their commitment to build up the industry through their indefatigable mentoring, teaching and developing of others. London International Awards (LIA), is pleased to honour Piyush Pandey with its 2024 LIA Legend Award. As the man who put Indian advertising on the world map, Piyush is the second creative giant to be bestowed this prestigious award by LIA. He was appointed the Executive Chairman of Ogilvy India in 2004. He also went onto serve as Global Chief Creative Officer for two and a half years. In January 2024, he stepped into an advisory role.”
Pandey has been with Ogilvy since 1982 and has served as the Executive Chairman of Ogilvy India from 2004 to 2023. On January 1, 2024, he stepped into the role of Chief Advisor Ogilvy India. He continues to serve on the Ogilvy Worldwide Creative Council.
Adani Wilmar has unveiled its latest brand campaign for Fortune, its flagship edible oil brand. Titled ‘Ghar Ka Khana Ghar ka khana hota hai’, it is crafted by Ogilvy India and directed by Piyush Pandey.
Said Mukesh Mishra, Vice President – Sales & Marketing, Adani Wilmar: “We aim to inspire people to rediscover the pleasure of cooking and savouring homemade dishes, fostering stronger bonds with their loved ones. At Fortune, we believe that home cooking is more than just preparing a meal; it is an experience of the senses.”
Added Piyush Pandey, Chief Advisor at Ogilvy India: “Fortune has consistently celebrated the joys of eating at home with its message – ‘Ghar ka khana, ghar ka khana hota hain’. We decided to take that thought to the next level by setting the narrative about home-cooked food in a restaurant… We anticipate that the phrase, ‘Ghar ka khana, ghar ka khana hota hain’ will catch on in a big way and stay in people’s minds for years to come.”
Montra Electric, the EV arm of Murugappa Group, has launched its ‘Bharat ka Super Auto’ campaign, representing a sustainable and efficient future for electric mobility in India.
Conceptualised and executed by Schbang, the campaign focuses on Montra Electric’s Super Auto. Said Piyush Pandey, Head of Marketing & Exports – Montra Electric (TI Clean Mobility): “Montra Electric’s Super Auto is here to transform last-mile mobility. With an industry-leading range of 203 kilometers and innovative design, it is redefining the driving experience and comfort of driving and travelling in an auto. This is one of our many steps towards a better & sustainable future. Join us as we go full throttle on this journey with the 123 years old legacy of Murugappa Group to provide eco-friendly commercial mobility solutions for an efficient tomorrow.”
Added Dhruv Rajput, Vice President – Brand Solutions & Head of Planning at Schbang: “Crafting the ‘Bharat ka Super Auto’ campaign for Montra Electric was a journey of imagination and innovation. Our creative endeavour sought to infuse life into metal, turn technology into a story, and make every kilometre an adventure. It’s more than an ad; it’s an ode to the future of electric mobility, where each frame tells a tale of innovation, energy, and the thrilling road ahead.”
Pidilite Industries, manufacturer of adhesives and sealants, construction chemicals, and craftsmen products, has unveiled its new digital campaign (DVC) for Fevicol “Glue Drops” – a drop adhesive that promises to redefine the way you decorate and adhere things.
Said Kashyap Gala, Senior Vice President of the Arts & Crafts Division at Pidilite Industries Ltd: “At Pidilite, we are always looking ahead, and Fevicol Glue Drops is a testament to our forward-thinking approach. This groundbreaking adhesive product is poised to redefine the category. While the campaign begins with decoration space as one of its uses, the versatility of this adhesive caters to countless temporary sticking needs. The campaign will go live across multiple digital touchpoints and will be complemented by a strong influencer component as we showcase the many use cases of this truly disruptive innovation.”
Commenting on the campaign, Piyush Pandey, Chairman of Global Creative & Executive Chairman, Ogilvy, India, added: “Fevicol, the mother of all adhesives, keeps looking for need gaps to fulfill them with innovative products. This time, it’s Fevicol Glue Drops that do the job better than ordinary tape without leaving any marks. The ad captures the use of Fevicol Glue Drops in a day-to-day situation in a fun way, providing an easy demonstration with interest value for the family.”
Piyush Pandey with Ogilvy Global CEO Devika Seth Bulchandani
By Our Staff
Ogilvy India has announced a significant leadership transition that will take effect from January 1, 2024. The transition will involve a variety of senior Ogilvy India veterans taking the next steps in their long tenure with the agency.
As Chief Advisor, Piyush Pandey, currently Chairman Global Creative & Executive Chairman of Ogilvy India and one of India’s and the global industry’s leading creative figures, will work closely with the leadership team to ensure the impact and richness of the Ogilvy legacy transcends all functions and levels of Ogilvy in India. He is on a mission to make certain Ogilvy’s rich creative heritage continues and makes an impact particularly on the creative product and the digital transformation that has already seamlessly integrated to make Ogilvy India a modern marketing powerhouse.
In this role, Pandey will continue to work closely with major clients and the agency’s executive team to ensure that Ogilvy India maintains its important leadership role in India. Along with the leadership team, Piyush will be involved with key Ogilvy clients and new business prospects and the creative product of the agency. He will also continue to participate in various industry bodies and award forums.
SN Rane, Group Executive Co-Chairman India & COO South Asia, will work as Business Advisor to Ogilvy Asia Pacific. In his new role, Rane will work closely with Ogilvy Asia-Pacific to ensure that Ogilvy India has a smooth transition under the new management and to advise on various business operations and planning issues.
Hephzibah Pathak
Hephzibah Pathak will take on the role of Executive Chairperson of Ogilvy India. She will be Ogilvy India’s first ever woman in this role. Notes a communique: “Pathak has been the most trusted partner for many of Ogilvy’s key clients. She has played an integral role in creating iconic, category defining transformative work on many of their brands. Importantly, Hephzibah has been an inspiring mentor to many current leaders and emerging talent in Ogilvy India. In this role, Hephzibah will lead and drive the strategic direction, growth and transformation agenda of the company.”
VR Rajesh
VR Rajesh will move from his current role as Group President of Ogilvy India to Chief Executive Officer (CEO) of the agency. VR Rajesh has led the charge in building and growing Ogilvy’s capabilities in modern marketing. In his role, he will partner Hephzibah in further accelerating the transformation agenda of the company. He will also be responsible for running the operations of the agency across offices in India and all its business units. He will also work closely with Hufrish Birdy, who will continue in her current role of Chief Financial Officer (CFO), on various financial, commercial, and compliance issues for Ogilvy India. Hufrish has been a strong and astute pillar who has partnered the leadership team over years to deliver healthy financial performance.
Further, Ogilvy India’s leadership transition will also involve important new appointments to the Ogilvy Board. Joining the Ogilvy India Board will be the agency’s three Chief Creative Officers (CCO’s) – Harshad Rajadhyaksha, Kainaz Karmakar and Sukesh Nayak. The creative trio of Sukesh, Kainaz and Harshad are amongst the most awarded and celebrated in the country and have led the charge in creating industry defining modern work on many of Ogilvy’s valued clients.
The agency’s Chief Strategy Officer (CSO), Prem Narayan also joins the board. Prem has been a strategic partner to many of Ogilvy’s key clients and creative partners. He has championed the effectiveness culture at Ogilvy, making Ogilvy India one of the most effective agencies in the world.
All four of them will continue in their current, vital roles in the agency, leading the creative and strategic work of the agency.
These four executives will be joining Hephzibah, VR and Hufrish, who are already on the Board. All of these executives, working closely as a combined leadership team, will provide important continuity, experience, and commitment to the next phase of growth and Ogilvy India excellence for its clients.
Devika Seth Bulchandani, Global Chief Executive Officer, Ogilvy adds, “Piyush has done what true legends do. Nurtured and groomed a class of leaders who can assume the day to day running of the Ogilvy machine which will give him time to focus simply on the magic he has been so legendary in creating for our clients.
Together I trust the new leadership to take this iconic agency to new heights.”
Piyush Pandey, Chairman Global Creative & Executive Chairman of Ogilvy India said, “Creativity and its impact on our client’s businesses is at the heart of Ogilvy. In keeping with my passion, I will continue to partner and guide the new leadership as always. Our joint purpose is to ensure that we not only maintain but also better our core strengths.”
Pidilite has launched of new television commercial (TVC) for its tile adhesive brand, Roff. The TVC, conceptualised by Ogilvy, showcases the qualities of Roff tile adhesive while addressing common tile installation issues faced by customers.
Commenting on the consumer awareness campaign for Roff, Sudhanshu Vats, Deputy Managing Director, Pidilite Industries Ltd, said: “At Pidilite, pioneering in emerging categories is a core value that drives us. Our brand Roff is aimed at transforming the way tiles are fixed in India. The nationwide launch of our new Roff TV commercial underscores our unwavering commitment to raising awareness and enhancing customer experiences. Roff products embody cutting-edge technology, blending global expertise with local intelligence. They enable contractors, architects to create long-lasting beautiful tile and stone creations without any worry. Through this initiative our objective is to inform and empower customers to make well-informed choices.”
Added Piyush Pandey, Chairman of Global Creative & Executive Chairman, India of Ogilvy: “It’s a great innovative product and therefore one of the most innovative demonstrations of the benefit. It explains it all in a consumer friendly and entertaining fashion.”
So what’s more important at the three-day advertising festival in Goa? The conclave – lectures and masterclasses and all the entertainment lined up or the awards?
That’s a question that will never be answered, though there’s no denying the fact there are undercurrents of a ‘they-owe-their-existence-to-us’ sentiment that’s been there for a while in certain quarters of the two organisers – the Advertising Agencies Association of India (3As of I) and the Advertising Club.
Hence, please do note: we are not to call them Goafest Abbys, which they are often referred to, by some of the organisers as well. They are the Abby One Show, the One Show suffix being the association with One Show, the globally renowned advertising awards enterprise.
But an international awards means that there is little scope for any corruption in the system. There is little scope for subjectivity, and even more little scope for personal biases to come in. Well, that last bit is ensured that it’s not one person who decides on the award, but it’s a slew of top professionals.
This year’s highlight is the return of the Mullen Lowe Lintas Group to the Abby fold, after over two decades of a self-imposed exile. McCann and Wunderman Thompson are also back.
So, the only agency that has decided to stay away is Ogilvy, but Piyush Pandey & Co do participate in Kyoorius Creative Awards (happening on June 2), so it’s not that they are allergic to creative awards. Note: Lowe in India had this huge allergy to creative awards, and the agency would stay away from them all. Though this wasn’t the case internationally. And in India as well, Lowe would participate – and very aggressively and successfully – in the Effie.
Let’s cut the chase, and move to Day 1’s big awards. The Media Abby, which unlike the Emvies, concentrates on the creative quotient. A total of 94 Media Abbys were presented. The tally being: 25 Golds, 33 Silvers, and 35 Bronze metails.
The highlight of the evening was the emergence of a new numero uno from within the GroupM fold. EssenceMediacom was Media Agency of the Year, and it won it for a total of 20 metals, and these were across many entries. EssenceMediacom won the Grand Prix for Whisper India’s campaign, ‘The Missing Chapter’.
We met Navin Khemka, the agency captain, and he was elated. The fact that it was not just on the back of one campaign was even more satisfying for him.
Also, announced the same evening was the Publisher Abby where 2 Golds, 5 Silvers and 6 Bronze metas were awarded. And there were 5 Merit recognised. With a total of four Metals, ABP Pvt. Ltd. was recognised as Publisher of The Year.
Ogilvy India has announced that effective July 01, Tithi Ghosh has taken over as President & Head of Office–Ogilvy Bengaluru. Ghosh has been with Ogilvy in Bengaluru since 2004. Meanwhile, after 25 years with Ogilvy India, Ram Moorthi has decided to move on as s Bengaluru office head.
VR Rajesh
Said VR Rajesh, Group President, Ogilvy India: “We would like to thank Ram, for giving so much to Ogilvy India. We will miss his passion to always do something different. Not a man to sit on his laurels, we are sure an all new venture is right around the corner. We wish him all the best and lots of love,” adding: “We are also very lucky to have Tithi to take the baton from Ram. Tithi stands for everything that represents the culture of Ogilvy. The voice of guidance and wisdom is now going to be the hand that guides the next chapter of Ogilvy Bengaluru.”
Piyush PaPiyush Pandeyndey
Added Piyush Pandey, Chairman Global Creative & Executive Chairman India, Ogilvy: “Tithi has been my valuable partner for years. And I am sure that in the coming years she will further strengthen our client relationships and creative excellence in our Bengaluru office.”
If it was the Olympics, it would’ve merited a call from Prime Minister Narendra Modi. But this is just an advertising festival, where work are recognised for commercial work, so perhaps expecting a call from the PM would be a bit much.
The victories of the Indian contingent last week though are worthy of that call. Indian creative agencies brought home 47 metals, and this does not include the shortlists.
Dentsu Creative Bengaluru was named Cannes Lions 2022 Agency of the Year, as well as awarded a Titanium, three Grand Prix, two Gold Lions and three Silver Lions for ‘The Unfiltered History Tour’ for Vice Media. This also makes the campaign the most awarded campaign ever. Note: it’s an agency from Bengaluru and not Mumbai or New Delhi NCR.
Said Amit Wadhwa, CEO, Dentsu Creative India. “When you begin Cannes Lions with a Grand Prix, you think you have already hit a lifetime achievement, but this week just got better and better. It is hard to describe how we feel on receiving three Grand Prix, let alone a Titanium and to top it all off, Agency of the Year – it is a moment to rejoice for each one of us at Dentsu Creative India. The team is just so proud of the work, but also the outcome too,” adding: “We got the world talking about something which really matters deeply, something which will change the way that historically important artefacts are handled in the future, and in turn could change the way that history is taught to millions around the world. Now that is very special indeed.”
Added Ajay Gahlaut, Group Chief Creative Officer India, Dentsu Creative: “Winning the Agency of the Year is an emotion I cannot even begin to describe. When I used to watch other agencies win the title I often wondered if I ever would get that same honour. What they say is true. Dreams DO come true! I’m over the moon with the Titanium win along with the hat trick of Grand Prix and a whole lot of other metals. Not just me I think no one in the entire Indian ad industry has been part of such a huge haul of Lions ever before. And I do believe we are the first full-service Indian agency to win the title of Agency of the Year. I doff my hat to the entire team responsible for the Unfiltered History Tours. Those who are with us now and those who have moved on. Congratulations all. For now, it’s party time!”
The other Grand Prix this year went to VMLY&R India’s ‘The Killer Pack’ campaign for Maxx Flash in the Health & Wellness Lions category to Leo Burnett for its ‘The Missing Chapter’ campaign for P&G India’s Whisper. This was a Grand Prix for Sustainable Development Goals Lions, again a first for India.
Meanwhhile, Ogilvy India also brought home a Titanium Lion for Mondelez India’s ‘Shah Rukh Khan My Ad’ campaign. The work also bagged two Golds, a Silver and a Bronze.
Said Piyush Pandey, Chairman Global Creative & Executive Chairman India, Ogilvy: “I am delighted that the people’s choice is also the jury’s choice. I am very proud of the team that worked on it.”
As the table indicates, FCB has continued its winning spree and netted as many as 14 metals.
‘Pradeep Guha The Legend I Know,’ a book commemorating the memory of the late media and advertising legend Pradeep Guha, was launched at event held in Mumbai, on June 5. The event also ushered in Guha’s birthday on June 6. He would’ve turned 70 today.
The book carries short first-person accounts by leading lights from media, advertising, entertainment and fashion. It also has some of Guha’s school and college friends sharing little known insights about and events from Guha’s life as a rookie.
Veteran adperson Piyush Pandey and former Miss Universe Lara Dutta presented facets of Guha’s personality and achievements in a light, nostalgic, freewheeling conversation on stage, which was followed by an unveiling of the book by Guha’s wife, Papia, son, Sanket, Jaideep Gandhi, Lara Dutta, Piyush Pandey and Satya Saran to mark the launc of the book.
Guests were presented with a copy of the book and a memory candle specially created for the occasion. The candle was scented with Guha’s favourite fragrance, Fragonard.
Anant Rangaswami with Piyush Pandey. Photograph from Rangaswami’s Facebook page
It’s no secret that Anant Rangaswami was one of Ogilvy big boss Piyush Pandey’s closest friends and supporters. He was associated with the two books written by the Ogilvy Chief Creative Officer Worldwide and Executive Chairman India. In fact, in the just-released Open House, Rangaswami’s name figures as co-author.
“I have lost a very close friend, a partner and a confidante,” Pandey told MxMIndia on Tuesday morning, adding: “The industry has lost a supporter and an objective commentator.”
After 17 years with the India office, Kunal Jeswani, CEO, Ogilvy India will be moving to Singapore as Group Chief Executive, Ogilvy Singapore and Malaysia. Effective June 1, 2022, VR Rajesh will be elevated to Group President, Ogilvy India.
As Group President, he will lead the integrated Ogilvy India P&L across all our offices and will be responsible for the acceleration of all our core capabilities in India – Advertising, Brand & Content; Experience; Health; PR & Influence and Ogilvy Consulting.
Said Piyush Pandey: “I am delighted that after a stellar performance at Ogilvy India, Kunal is moving to head Ogilvy Singapore & Malaysia. This important responsibility will add international exposure to Kunal’s rich experience across the many aspects of the communications business. I am sure he will be successful in his new role. VR Rajesh, who takes on the baton from Kunal, is an Ogilvy stalwart and I am confident he will take Ogilvy India and our clients to greater heights. On behalf of the Ogilvy India Board, I welcome VR to this new responsibility.”
‘Pradeep Guha The Legend I Know,’ a book commemorating the memory of the late media and advertising legend Pradeep Guha, was launched at event held in Mumbai, on June 5. The event also ushered in Guha’s birthday on June 6. He would’ve turned 70 today.