The creative king

Piyush Pandey moved into the hot seat and made his mark internationally

The creative czar of Indian advertising Piyush Pandey must be twirling those legendary moustaches with great satisfaction. This has been a particularly eventful year for him.

Many new feathers have found their place in Pandey's already over-adorned cap this year "" from being formally knighted the big boss of O&M India to being selected the president of the film and press & outdoor juries at the Cannes Lions International Advertising Festival 2004.

This year Ranjan Kapur stepped down from his post as the executive chairman of Ogilvy and Mather India and passed on the baton to Pandey who was always the heir apparent.

Even before his formal appointment, Pandey had always been the public face of Ogilvy and Mather. Now that he formally dons the mantle, Pandey doesn't take his role as the torchbearer of India's largest creative hot shop lightly.

"I will keep the batteries charged and the light shining bright," promises Pandey.

What Pandey rates as the greatest recognition he has received is his nomination as the president of the film and press & outdoor juries at the Cannes Lions International Advertising Festival 2004.

"This comes at a time when Indian advertising is still at a teething stage. This is great news for Indian advertising. We are finally being recognised," says Pandey ebulliently.

Even though Indian advertising agencies could not repeat last year's success at Cannes 2003, Pandey's personal triumph has come as shot in the arm for the industry. It's also recognition for the man who is credited with putting Indian advertising on the international map.

There are other achievements too. If Sonia Gandhi is Italy's most famous import to India, the wild-haired man and the old barber from the Center Shock ad will be India's new ambassadors to Italy, thanks to Pandey.

Perfertti, the maker of Center Shock, has 'borrowed' Ogilvy's Indian TV spot for selling the product in Italy. Perfetti has also hired O&M India to create an advertisement for another product for their Italian market. There is more to Pandey than a bank of ideas.

His associates "" both past and present "" vouch for his leadership skills. Pandey is toasted as the guru who never fails to inspire. His people skill has built the foundation on which the O&M India team today stands.

His adversaries, however, charge him with projecting himself as the sole face of O&M.

"It is a one-man show, almost as though one of India's largest ad agencies is run by Pandey alone. For all intents and purposes, Pandey is O&M," accuses a noted ad guru from a rival agency. Pandey merely laughs off the allegation and adds in his trademark tongue-in-cheek style: "Anybody who thinks that the O&M brand of creativity and talent comes from one person alone is plain stupid."

Pandey is also rightly credited with making Indianness work as concept in advertising. The famous Fevicol ad campaigns are ample testimony to this.

'Indian-looking/feeling' ideas were shunned by most ad gurus before Pandey burst upon the scene equipped with his experience as a Hindi copywriter and his 'proud to be Indian' attitude.

He is the man behind the famous Cadbury's Dairy Milk, Asian Paints, Kelvinator and Fevicol campaigns.

Uday Kotak, vice chairman and managing director of Kotak Mahindra Bank, describes Pandey as his Krishna.

The O&M India honcho is advising 'Arjuna' on the positioning of Kotak Bank as a financial advisor to its clients as the nation of savers turn into a nation of investors.

Pandey began his career as a tea-taster. He also played cricket at the Ranji trophy level.

His cricketing legacy plays up now and then as he likens his new role at O&M to leading a cricket team: "My job is like that of a cricket captain, I have to lead the team and score runs too. I can't let my people down." With this attitude, he is bound to it many more sixers in 2004.