- Hardcover: 264 pages
- Publisher: Penguin Books India; Latest edition (14 October 2015)
- Language: English
- ISBN-10: 0670088595
- ISBN-13: 978-0670088591
- Package Dimensions: 25.1 x 16.5 x 2.8 cm
- Average Customer Review: 89 customer reviews
- Amazon Bestsellers Rank: #57,857 in Books (See Top 100 in Books)
Pandeymonium: Piyush Pandey On Advertising Hardcover – 14 Oct 2015
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Very honest opinions and lots of passion seen in every chapter. If you are in advertising and marketing, this book just fuels your hope a little further. --By A Customer on 19 October 2015
A brilliantly insightful read into the mind of India's greatest adman. And so much to learn about how to do great work, inspire people and run an agency --By GaulInChief on 17 October 2015
A must read for anyone who wonders about the process of creativity and way of life, not just advertising! A simple straightforward personal account of acquiring/expressing creativity: The Piyush Pandey way- Everyone and everything around us is a teacher. High on emotion, Indian ways and humor just like the great man's advertising. No jargons, no cliches, no rocket science BUT effective to the core. Thanks. --By Arun Poonia on 23 October 2015
About the Author
Piyush Pandey, sixty, is the Executive Chairman and Creative Director for Ogilvy & Mather India and South Asia, and the winner of over 600 awards for advertising from all over the world. Born in Jaipur, India,Pandey did his schooling from St. Xavier’s School, Jaipur, and obtained his master’s from St. Stephen’s College, Delhi. He is passionate about cricket, having played in the RanjiTrophy, India’s premier domestic cricket tourney, representing Rajasthan, the state where he was born. His first job was as a tea taster, before he joined Ogilvy in 1982 as Trainee Account Executive.
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Having said that, its a book for those who are in the advertising industry or love advertisements. Surely not for those who flip TV channels as soon as there is a ad break. I definitely belong to the first category as I love watching advertisements, mostly the comical ones and I appreciate the creative behind them. Hence I was excited to pick this book up.
Its an easy ~ 250 pager ~ a weekender lazy reading book. Piyush is currently the co executive chairman of Ogilvy India and also the National Creative Director. Most of his work is known to have Piyush's touch (much like Midas touch). He talks about his roots in Rajasthan in the first half, his best creative works in the second and ends with his testimony for all the great people he has worked with and whom he respects. Also some parting gyaan for the young generation in the advertising.
The best part of the book that I like is his elaborate storytelling on his favourite ads for his loved partners, namely, Cadbury, Pidilite and Vodafone. Am personally a fan of all Pidilite ads (Fevicol to be precise). The insightful information on how an advertisement came into being and how it all worked out and the confidence Piyush himself had on his work is superlative.
The background story on how the Vodafone ZooZoos came into existence is thrilling. The carpenter ad of Fevicol, the lady running into the ground Cadbury's Dairy milk ad, the wagah border ad of Fevikwik, Brooke Bond Hindu Muslim family tea ad, the Google India ad, the Amitabh Bachchan wala Pulse Polio ad, most of the Asian Paint Ads, the Sprite wallet parking ad, SBI old couple gifting ad, all the tourist ads (I especially love the MP tourist ad), center shock and Center fruit ads, You and I Vodafone ad. All of them have a story to it before they became a legend. Too many to list. But you get the drift.
A good relaxed read overall.
Rack your brain and pick up any ad that u liked immensely in the last 10 years like Hutch ad(my Fav),Fevicol ads(thodo nahin jodo..wagah border ads),IPL ads,Cadbury’s ads,Titan Ads(the one with Aamir khan),Vodafone Zoo Zoo ads .. and chances are that the man behind those ads and the team behind those wonderful and heart warming ads is the man himself,Piyush Pandey..he could well be the David Ogilvy of Indian Advertising.This book is for everyone who is likes to know what goes behind those brilliant ads .
“unless you find the support,
unless you find a believer,
you cant do brave things”-Piyush
We come to know about his greatest teachers in the world- his family ,his cricketing days @ Stephen College , and Travelling that has taught him everything he could learn and in a way prepping him for a long stint in Indian Advertising where you need more than a good idea to convey the message to millions of consumers and for that you need some kind of direct experience at gross root levels and insight to go beyond the brief you are given.
This memoir also explains about how important it is to have a client who supports your out of box thinking that makes for a great Ad such as Fortune cooking oil where not a single shot of oil was shown yet the persistence of grand mom to make her grandson eat “do chamach dal” has left an indelible impression on anyone who has seen the ad.
Piyush has worked with the gamut of stars and cricketers in his long career and how he has picked up some life lessons from Mr.Amitabh Bachchan ,his work ethic and his attention to detail to script and Big B’s enthusiasm to create a good work ,and how Aamir Khan has that that same meticulous approach to his work is something to aspire for. He also mentions about Mrs.Nita Ambani and her hospitality and how she listens to everyone who has an opinion in her board meeting is something to inculcate in life.
Most of the brilliant ads that he came up with are born out of some life experience or some trivia (never dismiss trivia ..it might become a brilliant idea” )so he has reservations about Research and he would rather pack his bags and travel as he believes in Non arm chair Research.
Towards the end we can see that he is upbeat about future with digital space becoming practically easy and available ..its a boom time for story tellers .His advice to anyone entering into advertising is to chase good work rather than awards ,bcz the greatest reward is when a common man recognizes your ad and appreciates it and not the awards.
All in all it’s a wonderful and easy breezy to read and you can pick up some life lessons served with dollops of humor with an underlying message …just like most of his ads this memoir will leave you with the same feeling…asking for more…
This book is cocktail of the following, piyush pandey's biography, the back story & inspiration of successful ads he made, his advice for the youngsters in advertising and his thank note to his mentors, predecessor and important executives in ogilvy.
I assure, this is page turner and if you are new to advertising and fan of piyush pandey go for it.
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