‘Pandeymonium’ in Bengaluru

BENGALURU: The interaction with the sixty-year-old advertising guru and a winner of more than 800 awards in advertising who was in the city to celebrate the launch of his much awaited book ‘Pandeymonium: Piyush Pandey on Advertising’, turned out to be more than what one would expect from a usual book release. It was witty, crisp and yet deep. The interaction along with his quick response to questions thrown at him by Bhaskar Bhat, Managing Director, Titan Company Limited got the audience which comprised of advertisement and non-advertising professionals and close friends breaking into splits.

His book very intricately speaks about Ogilvy’s Creative Director's journey right from his childhood years in Jaipur and being a Ranji cricketer to his philosophy, failures and lessons both in advertising and in real life. However, at the book release Piyush Pandey spoke about three main ingredients; music, relationships and lastly creativity which should not always be restricted by domain researches. “The Cadbury commercial which has the girl running across the cricket field could not be researched and if I had researched I would have killed the landmark commercial in the history of advertising in India,” says the sixty-year-old with a childlike enthusiasm adding, “some things cannot be researched and advertisers should refrain from domain research.”

The creative brain behind ‘Ab Ki Baar Modi Sarkar’ spoke about his love for music which is a major component of his creations in detail citing examples of the memorable Titan ad which featured Aamir Khan.

“Music is the greatest form of communication and both music along with human touch, does wonders to our creation,” said the man behind the unforgettable ads including the Vodafone ad campaigns with iconic characters of ZooZoo. He also spoke at length about his love for Mozart which made its way as Titan's signature tune. The Titan tune is actually an adaptation of a part of Mozart's 25th Symphony.

“You need to have true passion for your subject matter and not treat it as a consumer product,” says the creative director who definitely gave the audience a sneak peek into his different and unique perspective and also the ability by which he stores information deep inside that highly-imaginative brain in the form of memories.