The title above is of one of the most famous songs by The Moody Blues. It was dedicated to Timothy Leary, the 1960s LSD icon who was an advocate for the use of LSD, enjoying its spiritual benefits, with one of his catchphrases being ‘Turn on, tune in.’
Timothy Leary
“He knows exactly which way he’s gonna go
Along the coast you’ll hear them boast
About a light they say that shines so clear
So raise your glass, we’ll drink a toast
To the little man who sells you thrills along the pier”
Piyush Pandey was no advocate for the LSD referred to above, but he was definitely one for Less-Simple-Direct, both in the communication he created with his team, and in his personal style and manner. As regards the latter, I recall a group meeting with Martin Sorrell in Bombay, in which we were all the suited and booted praja while he sauntered in wearing moccasins, a bush shirt and simple cotton trousers. If ever dress defines the man, this was it.
And that total lack of frippery was the leitmotif of the new path he unveiled for the industry. ‘Less is More’ was a catchphrase we heard daily, but Piyush demonstrated it in spades. I can say with all honesty that he showed us, rivals in the business, what was possible in perhaps the most stimulating but demanding of professions. Possible if you were brave enough to challenge the status quo and to, most difficult of all, convince and carry your client – and inspire your teams - with you. This is only possible when you have, and everyone can see, the courage of your convictions.
Like Timothy Leary, he knew exactly how to get people to ‘Turn on, tune in’ because he knew exactly which way he was gonna go, and that way was the Road not Travelled at all in India. The real legacy he has left is redefining forever what brand-building communication is really all about. This path was one he carved internationally as well, but I am absolutely sure he did not cozy up to the top brass for it.
I’m also sure that up there in heaven, Frank Sinatra will greet him with ‘You did it your way’ and as the ‘Coolest One’ saunters in, the angels will be singing ‘Kuch Meetha Ho Jaiye’ but from where will we find the Fevicol to ‘Chutki Mein Chipkaye’ the broken hearts he has left behind?
This was the Legend of a Mind who sold us thrills along our advertising pier, and so, instead of mourning, we should drink multiple toasts to him. He would much prefer that.
