The journey of Ogilvy India’s Piyush Pandey – from a tea taster to the adman

Some of his iconic campaigns include ‘Mile Sur Mera Tumhara,’ Luna Moped, Dairy Milk, and Asian Paints.

In a conversation with BrandWagon Online, Piyush Pandey, chief advisor, Ogilvy India spoke about his journey of 41 years besides his view on the current landscape of the industry.(Edited Excerpts)

Tell us what brought you to advertising?

I started my career as a tea taster in Calcutta, and it was quite enjoyable for a while. However, after about three years, I got bored. Around that time, I met some college friends who were in the advertising field. Interestingly, I wasn’t even aware that advertising could be a job. One of my friends, Arun Lal, who happened to be a cricketer and his wife showed me the ads they were working on for others. That got me intrigued. So, I decided to move to Bombay, as I already had over three years of experience by then.

Starting a career in advertising felt like the right move, and beginning at a place where it’s practised was the best thing for me. I chose Mumbai ( earlier known as Bombay) over Kolkata (earlier known as Calcutta). Fortunately, my sister Ila Arun very happily accommodated me in her house. Otherwise, I wouldn’t have been able to come to Mumbai .

And after looking around for a couple of months, I got the job and that’s how I’ve been rolling for the past 41 years. It may sound like a long inning, but to me, it didn’t feel that way. Every day seemed like a beautiful day, making these 41 years just fly by.

What were the most memorable years at Ogilvy?

Every moment was memorable because it’s not just about the campaigns. Initially, you don’t create campaigns; you’re very young. It’s a learning period when you observe your seniors crafting campaigns, witnessing their interactions. So, it’s a learning experience, and I enjoyed that. Even when I delved into the art of creating campaigns, it was a beautiful experience, one that I still cherish. Watching younger individuals create fantastic campaigns is another joy. Witnessing their growth is truly rewarding. Life has different stages, and you learn and practice at each one. Working with others as a player and seeing them lead is another stage. There are various joys; you can’t categorise them.

In your 41 years, you’ve grown, become a leader, and nurtured talent. How do you view the trend among today’s youngsters who often switch jobs within two or three years? Is it a lack of patience, or do you see it as a response to increased opportunities in the current landscape?

Given the multitude of options available, individuals in my opinion have a lot many options . My advice to them is clear – whatever you choose, give it a fair chance. Give yourself a fair chance. If you happen to return to the same industry after a year, then, of course, you’re better equipped than last time. Youngsters today are not stupid; they’re self aware as individuals. I believe they are not oblivious to these considerations. Grown-ups must make their own decisions. My suggestion is simple – be sensible. Ensure you find value in what you do. I hope you’re not just selling for the sake of selling. If someone sells something tomorrow, and selling seems cooler, and that’s why you want to sell, think twice. Ideally, find your true calling, find something that brings you joy, become better at it, and undoubtedly, there’s no doubt that you will do well.

Nowadays, many brands advertise on Instagram, Facebook, or YouTube. In the age of reels, what do you think is missing in advertising?

All these discussions about six -seconders ads—I came across an article that I shared with my sister, who is a doctor in Michigan. She wrote to me stating that , ‘I don’t know what those six-seconder ads are, as it seems to me like watching a Formula One race. When a car goes by, you say, I don’t know which one it was because you don’t give yourself the opportunity to express an idea.

How has print media’s approach towards advertising evolved from highlighting great copies to its current focus on retail and running discounts?

I’ve always believed that great copies are bound to be read, just like a well-crafted serial will capture the audience’s attention. Unlike bad serials that viewers won’t stick with, the idea is that the length of your content depends on the interest value and engagement you provide. Today, many people are misled by exposure numbers, bragging about how many times they’ve appeared on platforms such as Instagram or Telegram. But the real question is, have you made an impact? Appearing 35,000 times is impressive, but do 30 people actually remember you? It’s about working smart. I’ve adopted this approach in working with brands like Cadbury. They understand the importance of making a lasting impact so that you don’t have to run an ad 50 times. Brands like Asian Paints have built its reputation on creating memorable moments that people talk about with their friends and family. In contrast, these six seconders are like figures on a road, where every ball has a brand name, but nothing truly stands out.

How do you view the customer acquisition strategies of startups in India, specifically through the digital lead generation process? Do you think these methods prioritise brand acquisition over building trust as a brand in the eyes of consumers?

Many startups close down because building brands is akin to building a relationship, it’s not achieved by bringing in 10 celebrities and leaving it to the dot-com era. Startups need to be smarter, the pressure from investors for quick returns often lead to a swift shutdown. If you have a good understanding of image branding, you can navigate these challenges and find sustainable paths.

Do you think TV ads have lost their sheen ?

Not at all! The essence is that good TV ads, when adapted well to digital, can still shine. It’s about the strength of the idea, regardless of the medium. Using technology to execute ideas is fine, but relying solely on it, like with ChatGPT, might be a shortcut. The real competition is in having authentic, compelling ideas that can thrive across various channels.

What message would you like to give to the young generation of advertisers and creative writers?

This is a beautiful world – enjoy it, express yourself. Don’t become a slave to technology. Otherwise, your beautiful self would not be able to expose to the world, and there is so much in you. Utilise that mind and creativity that you have been born with or have created yourself. Don’t let go of it. Technology will come and go; don’t become a slave; embrace it. Use it so that you are the master and not the slave.