Advertising Stories from Pandeymonium

Last week, I finished "Pandeymonium", one of the most celebrated book on advertising written by Piyush Pandey - Chief Creative Officer Worldwide and executive chairman India, Ogilvy

It is not just a book on advertising like David Ogilvy's "Ogilvy on advertising" but also a book on philosophy. The way in which Piyush described the events, you will feel a deep connection and multiple-Eureka moments throughout the pages.

To simply put the purpose of advertising:

“Whatever you say, say it with respect for the audience, say it in a context that the audience can understand, say it spontaneously, say it without fear, say it not to intimidate or frighten, but to delight.”

- Piyush Pandey

To maintain objectivity and brevity, I have divided my article into Tales. I have included many interesting events and did miss a few for the aforementioned reason.

Tale 1: How Ogilvy helped BCCI to win the 2016 T20 World Cup?

It’s the passion and the involvement that counts. Real Passion and Real Involvement, not pretended and play-acted. Ogilvy’s passion for cricket is real

In 2016, Australia-New Zealand’s combined bid looks strong & to convince ICC, BCCI needs to think differently. Ogilvy had to create a communication that demonstrates that India's bid is better than Australia-NZ. Predictable PPTs showcasing BCCI’s prowess won’t make it a cut.

Piyush & Team designed and printed a coffee-table book with letters from then PM Manmohan Singh, some letters from the Sri Lankan cricket board, and letters from Pakistan. The Book featured photographs of what cricket meant to the subcontinent, with images of cricket on streets, cricket in the lanes and by lanes of the three countries. We underlined that while Australia and New Zealand boasted of many popular sports, the subcontinent reserved all its passion for just on sports: Cricket.

The Bid was a winning one. They Won. Passion Won!

Tale 2: Know your Client’s Client (KYCC)

Whenever you make an ad, the focus should be on how your client’s client feels delighted to see the ad. What are the emotional touchpoints he has which increases his bond with your client?

While doing an ad for Pidilite’s Fevicol & Fevikwik, Piyush’s nostalgia helped him to create wonderful ads. Being raised in a middle-class family, Piyush had opportunities to interact with carpenters who were making the house furniture. All the conversation he had with them in childhood brought insights, no structured interviews & questionnaires can put forth.

Image 1: Fevicol's classic Ad showcasing how an egg of Hen who eats from Fevicol container become so strong

This incident reminds of David Ogilvy when they got Rolls-Royce as their client. They spent days in the factory and in shops, conversing with car dealers and clients, talking about what they value, what motivates, what they desire. After a few weeks of research, they come up with the below print ad, and boy they hit a jackpot.

Image 2: The Famous Headlines of Rolls-Royce ad written by David Ogilvy

Piyush’s strong belief in KYCC helped in for accounts such as Vodafone, Asian Paints, Cadbury, etc.

Tale 3: Ask stupid questions, Get stupid answers

Research does not mean going out with a piece of question paper & start asking questions to random people after showing them a package “What do you feel by looking at this package?”

The answer is “She doesn’t feel anything”, if she is with a bunch of friends, she will concoct something to save her face. The rest of the group will follow her path by pretending to look intelligent. They probably will laugh at the researcher about how weird his questions were.

With the advent of technology, researchers provide sci-fi star-war-like meters/dials where subjects are asked to register their emotional intensity in it. Like KBC’s audience polls. Like seriously?

Image 3: Dial testing instruments researchers use to test subjects