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Dadri is not first incident of its kind: Adman Piyush Pandey

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New Delhi: Ad guru Piyush Pandey, the brain behind the famed ‘Ab Ki Baar Modi Sarkar’ campaign, says the Dadri lynching is not the first of its kind and such incidents happen every year.

“If you say that Dadri is the first such incident in the history of India, you are living in a utopian land. Dadri-like incidents happen every year. It could be rape; it could be about eating beef,” Pandey, executive chairman and creative director at Ogilvy & Mather, told IANS after the launch of his new book ‘Pandeymonium’.

The adman said he was not condoning any of the incidents, but “I can talk about Sikh riots in 1984 or Bhagalpur violence or the Bhopal gas tragedy. It happens irrespective of the government in power.”

The book gives a peek into the mind and creative genius behind the many legendary ads like Fevicol, Cadbury, Asian Paints, ‘Chal Meri Luna’, to name a few of the well-known ones.

Pandey, who spearheaded the ad campaign for Bharatiya Janata Party (BJP) with the tagline ‘Achhe Din aane waale hain’ in the general elections of 2014, said that the BJP was his preferred political party at the moment for its agenda on development.

He said he was not dissuaded by incidents like lynching of a Muslim man in Dadri since he believes these kinds of incidents occur irrespective of governments in power.

He said he doesn’t want to take the credit for the BJP’s success in the elections.

“You can only sell a good product, not a bad one. Everything was a team effort. The tagline ‘Acche Din’, ‘Janata maaf nahi karegi’, came from little things from life. That’s why it resonated with people. ‘Ab Ki Baar Modi Sarkar’, is not any rocket science. It was BJP’s decision to lead with Modi, so it happened,” said the maverick.

Asked if the government could do justice to the ‘Acche Din’ campaign, he replied: “When you sow a seed, you won’t get results overnight. It takes time to turn a big ship. It’s not a small boat. People are impatient.”

The most sought-after man in the industry is all praise for Prime Minister Narendra Modi.

“I share a personal rapport with Modi. I have worked with him when he was leading the tourism campaign for Gujarat as the chief minister. He was involved thoroughly in the campaign. He had an eye for detail and he is extremely professional,” Pandey said.

The book talks of the story behind many of the ads which had won wide appreciation and the maverick says that it’s all about people, life, family and friends who inspired them.

“I chat up with people and try to know more about them. They might appear as stories later, not always. Even now I find moments to talk to people,” he laughs. Whenever there is dearth of ideas, the critically acclaimed adman goes back to Jaipur, where he grew up, he writes in his book.

The adman also says had it not been for the carpenters and cobblers, the legendary Fevicol ad wouldn’t have seen the light of the day. He writes in his book about how his father brought carpenters home to make a dining table and how he discovered that carpenters had ancestors who carved wood for the maharajahs of Rajasthan.

“Thank god, my father didn’t have the money to buy ready-made furniture. I would never have been fascinated by these artists – and Ogilvy wouldn’t have done great work on the Fevicol brand,” he said.

Pandey fondly remembers the polio eradication drive in association with actor Amitabh Bachchan. “It was a great moment when India was declared 100 percent polio free,” reminisces Pandey, who has won 800 advertising awards in his 33 years in the field.

He also dismisses the concept of research in advertising, saying that it’s stupid.

“The Cadbury Dairy Milk girl dancing on the cricket field would have become a saint if she had been pre-tested. Most of the Fevicol work would not have happened because we did not show furniture. The Zoozoos of Vodafone would be aliens on earth. And Piyush Pandey would be a failed cricketer selling potatoes because he couldn’t pass the ‘link’ test of advertising,” he writes.

Pandey says that he has made a conscious effort to promote socially responsible ads whether on gender equality, social harmony or other changing social realities.

“We have done campaigns on banning acids and ads against domestic violence with NGO Breakthrough. The Red Label tea ad is about Hindu family and Muslim family, and there are ads on single mothers, queer community and more,” he said.

(Preetha Nair, IANS)

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Know the Story of this Homemaker Turned Soapmaker

Bhavna Parmar, a homemaker and her engineer husband Tarun Parmar have been productively spending their time amid the lockdown by making herbal soaps at their home

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homemade soaps
Bhavna makes sure that her soaps follow the sanitization protocol and are extremely hygienic. 

By Kanan Parmar

Bhavna Parmar, a homemaker in Noida has been making natural homemade soaps for personal and commercial use since the past two years. She had to discontinue this activity for 6 months due to shifting her home.

With the lockdown in force, Bhavna has restarted this activity along with her engineer husband Tarun Parmar. Both of them plan to distribute these soaps among the poor people in their localty as washing hands with soap is a must in the fight against coronavirus.

“I love to make DIY beauty products and I make things like oils, soaps, shampoos, face wash, etc for personal as well as business purposes. This time my aim is to distibute handmade soaps to the needy in my area so that they start following basic hygiene rules. All the ingredients used by me are pure and natural,” says Bhavna Parmar.

She has been making a variety of soaps such as oats and milk, neem, aloe vera, chocolate, papaya, etc.

Tarun Parmar manages the packaging and the raw material inventory. Before the lockdown, he used to be busy with his day job and had no time for soap making. But he now admits that he finds the time to help his wife in this activity and he also enjoys doing it.

homemade soaps
A photo of Aloe Vera soap made by Bhavna.

He says, “Usually work from home gets very stressful and to cope up with the stress I help my wife pack the soaps and distribute them.”

Also Read- While the Humans Are Caged Amid the Lockdown, Wildlife and Nature Enjoys

Bhavna makes sure that her soaps follow the sanitization protocol and are extremely hygienic. She is happy that she is being able to contribute to the society gainfully at a time when washing hands with soap has become of prime importance.

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Dating Service App Tinder Pledges Up To $1 Million in-app Advertising To Support Women

The firm is inviting applications from companies where at least 50 per cent of the founding team are women or identify as women

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Tinder
Over 90 per cent of Tinder's community is between the ages of 18-30, and for any women-owned business aimed at that cohort, the ads are intended to support their business, their network and help them speak directly to potential consumers. Wikimedia Commons

Location-based dating service major Tinder on Thursday announced it is pledging up to $1 million in in-app advertising to support women and others who identify themselves as women entrepreneurs in India.

“We are proud to have women driving growth within the organisation across various functions including management, product engineering, and design. We remain committed to our promise of opening doors for women around the world and this initiative is another step in this direction,” Taru Kapoor, GM, Tinder and Match Group, India, said in a statement.

Over 90 per cent of Tinder’s community is between the ages of 18-30, and for any women-owned business aimed at that cohort, the ads are intended to support their business, their network and help them speak directly to potential consumers.

Tinder
Location-based dating service major Tinder on Thursday announced it is pledging up to $1 million in in-app advertising to support women and others who identify themselves as women entrepreneurs in India. Wikimedia Commons

The firm is inviting applications from companies where at least 50 per cent of the founding team are women or identify as women.

To qualify, companies should be under 3 years old, have cumulatively raised less than Rs 35 crore in equity financing, and actively target Gen-Z and millennial audiences in India.

ALSO READ: Fitness Trend on Social Media May Lead To Body Shaming issues Among Women: Study

All applicants will be screened by an all-woman panel of Tinder executives in their sole discretion, and all decisions are final. (IANS)