Now, take a beautiful piece of work, where it is easier to believe I had no role to play: the ‘Google Reunion Search’ film. Competent teams do the heavy lifting, while I am available when required. My involvement in Vodafone is to be a sounding board to Rajiv when he needs one, to look at the work at critical stages and to offer constructive criticism when I feel the need. Mahesh and Rajiv Rao, and after the unfortunate and tragic death of Mahesh, to Rajiv. My biggest contribution to the excellent work on the brand is the fact that I have never got involved in any creative directly, leaving it to V. Those who are unconnected with the agency will miraculously find a ‘Piyush touch’ in some elements or the other of the communication, even when I have had absolutely no direct contribution to the work. This myth gets underlined each time the agency produces work that is clutter-breaking, hugely popular or wins awards. Over the years, one of the biggest exaggerations is that I am involved in every piece of communication that leaves the Ogilvy office. I am no Brian Lara, but I have always had a great team. Purely because he did not have a great team like Clive Lloyd did.
Those who are into cricket will agree that the sheer brilliance of Brian Lara could not make the West Indies win matches. The book, which also has chapters such as ‘The Human behind the Client’ and ‘The Flea in the Tail of a Racehorse’, is engaging, frank and replete with anecdotes that give the reader a peek into the mind and creative genius of Piyush Pandey. In his foreword to Pandeymonium, Amitabh Bachchan calls the book a ‘step-bystep guide to every aspect of advertising’ and ‘the precious lifeblood of a master spirit’. Humble to the core, he gives full credit to the bright young people at Ogilvy who have crafted cult ads, but emphasizes that the ad world can’t have a non-playing captain. In this excerpt from ad guru Piyush Pandey’s book ‘Pandeymonium’, the author debunks the myth that there is a ‘Piyush touch’ in every piece of communication that leaves the Ogilvy office.
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