As the Nation marked its 72nd Independence day, Republic TV celebrated the unsung heroes of our country through a special show- 'Heroes of India'. During the special broadcast, Republic TV spoke to Piyush Pandey, the man whose name is synonymous with advertising as his creativity truly has no boundaries.
Speaking to Republic TV, Piyush Pandey shed light on his journey in the advertising industry, saying, 'if we want to communicate with people in the language of the heart, we need to speak in their own language'.
"I was very lucky to be coming into advertising at the right time. I joined in 1982. TV came with Asiad. The people of India accepted me", he added.
When asked about the secret behind his catchy taglines, Piyush revealed that he started communicating in the language which the masses could relate to.
"If you want to communicate with your audience you need to talk in their language and I did that", he added.
If you were not living under the rock, you must have seen the 90s iconic Fevicol ads that narrated an interesting story every time it flashed on our television screen. However, more fascinating is the story of the man who penned down its iconic copy. He began his career as a professional cricketer and later he worked as a tea taster for Goodricke Group.
His advertising career began at a time when the popularity of television changed the way campaigns were made, and Hindi gained popularity as a medium of advertising. He was a new copywriter on the Fevicol project working for a low-budget product called Fevitite Rapid. He came up with a 'tug-of-war' campaign but his idea was dropped by the company and a new idea was implemented. The campaign didn’t work out, but a few months later Fevicol scrapped its primary ad to adopt the tug-of-war concept. And there is no looking back. Piyush is also the man behind the famous ‘Mile Sur Mera Tumhara’ song as well as ads for Luna Moped, Dairy Milk and Asian Paints.
After winning double gold at Cannes in 2002, he was appointed President of the Jury at the Cannes Advertising Awards in 2004. He became the first Asian in 52 years to hold the position. He is currently the creative director of O&M India. He harnessed his talent and seized every opportunity in the path to change the Indian advertising industry forever.