I entered Ogilvy and the world of advertising, for the first time, on 2nd May 1991. A totally alien world, from the world I came - finance, accounts and audit.
Ever since then, Piyush has been an active part of my life, in various capacities. As a name, an aura, a colleague, as a friend, a mentor, a guru, and in more recent years, as a voice of conscience on brand Adani.
A journey and relationship that has come to a fork, today, but will continue for life hereafter. His memories. His guidance. His sage words of advice.
For a man who lived and loved cricket, using relevant cricket analogies for any and every conversation, he had a great innings. A century, not out.
One of my first learnings in the world of advertising and brands was that brands are built in minds of the consumer, through memories and experiences that live on, well beyond any logical time frame.
So let me share a few of the many memories and experiences that are rushing through my mind, since I first heard the news early this morning.
THE EARLY INNINGS
• As a rookie to this new world, I first remember hearing about Piyush. The man who thought and wrote in the language of the consumer (Hindi). Unlike the trend in those days when ads were written in English and then translated (literally), often losing the emotion and soul of the message
BUILDING THE INNINGS
• I remember Piyush as the man who won back accounts that were at the cusp of being lost. The man who clients wanted to speak to and with, directly. His legendary early morning calls - ‘ek idea aaya he’ - and clients who said “Go for it! If you believe in it, so do we”
• An “advertising man” who was honoured by invitations by clients to be on their board of directors, as a guide to not only their brand, but business, too
• In the early years when advertising was not widely known or understood, I remember an Immigration officer asking me where I worked. “Ogilvy and Mather? Oh, Piyush Pandey!” That was the power of his reputation when there was no social media
• His reputation as the champion of Creativity was often used by all of us. “Piyush has seen it!” And many a creative team would stand their ground in front of a client, knowing that Piyush would back them
THE PARTNERSHIPS - UNDERSTANDING TEAM PLAY
• Whenever he visited a client, he would first want to meet the secretary to say hello. He remembered names of the youngest/newest member of the client team. Listened to them. Respected them. Always said that it is team work. And that every member is important. Always underplaying his own role and contribution
• But then there was another side to him, that showed his spirit as a brand champion, a business champion, and not just a creative champion. I heard him tell an entire team of creative aspirants - “If you want to push creativity for the sake of creativity, then Jahangir Art Gallery is where you should aspire to see your work. Listen to the client. He is not suicidal. He carries the burden of running a business. And we are partners in that journey. Not the destination.”
• Once my creative partners were “sick of a client” and went to Piyush to propose that we give up the account because they could not take the client’s lack of creative sensitivity any more. To their surprise, Piyush honoured and supported their ask. But ended the conversation with “You may step down from this account. But I do hope you will not mind if I service this client, directly, myself.”
• On hearing this news my wife reminded me ways in which he touched us, as a family. In 1992, my wife was expecting our first child. And around the due date was an outstation pitch which I was insisting on attending. Piyush stepped in. And prevailed. Be with your wife. She needs you. Around 2004 we bought a home. And while Piyush and I were to meet the MD of a bank, close by, he was more keen to first visit our first home and bless it
THE MENTOR - NON PLAYING CAPTAIN
• In recent years we developed a new relationship. He as my client partner, representing the agency, he played his role with me as a non-playing Captain. Getting me to engage with the teams, feeling very happy when I would call them to thank/apologise/request/brief/inspire/share feedback that was at times contrary to their view, as the need would be
• “Partner” - is how he referred to me. And made many feel special
• Once I had an opportunity to move to an overseas mandate within Ogilvy. I went to share my pride with Piyush. His sage advice to me was through his own story, and that was when I decided to stay on home turf. He mentioned how whenever such offers came his way, he declined. “I am invited for my fame, my work. But my success is from knowing this market, the people and their emotions. In another market, I will be just another creative person. So, I have always chosen to stay with my roots.”
• Piyush ka badappan and industry-first spirit is apparent from this memory. For some reason, at a point in time, Ogilvy had stepped back from active participation with The Advertising Club. But when I was invited to become its President and declined due to paucity of time, he heard about it and called me to personally urge me to reconsider. He batted for what he felt the industry needed, rather than any ideological difference that may have been. “You have been on both sides of this industry; agency and client. The industry will benefit from your perspective.”
• He believed in celebrating industry recognition and awards. In the last 2 years we have been blessed with many awards across industry forums. With every win his smile and pride grew wider. He felt that good work inspires better work.
THE FINAL OVERS
• In recent years he was my go-to-person, my sounding board, on all facets of the brand Adani, that I am so proud to be a part of. He would call me early mornings, ever so frequently. Something he saw, something he read, an observation, an idea...or just share an experience or a joke
• These last few weeks I missed his calls. Missed his messages. But continued to message him with updates on our brand and our successes. Knowing that he may not be able to read it. But if he did, he would shower me with his infectious enthusiasm and encouragement
• I will always remember him from the dinner and company I enjoyed at his place, just before he took unwell. Thank God I captured that moment and his smile on camera.
NOT OUT
The Mahabharata cites a point at which Lord Krishna asked Arjuna if he would want his support, or that of his vast army.
And I would always vote in favour of my Lord Krishna, who is no more in front of me. But his wisdom will always be.
‘Front foot pe khelo!’
Will always remember Piyush for his smile, his laughter and his zeal to live life to its fullest.
