Piyush Pandey, chairman – worldwide creative and executive chairperson – India, Ogilvy, and Rajiv Bajaj, CEO, Bajaj Auto, spoke at an event presented by Indian Hotels Company (IHCL).
Suresh Venkat, former editor of CNBC TV18, was in conversation with the duo
Pandey has previously claimed that each client receives the kind of service that they deserve. Venkat started the conversation by bringing up this statement and asking the pair if every agency gets the client it deserves.
“I believe he was implying that advertising is a mirror of the product. It’s up to him to say what he wants about agencies “Bajaj stated. Pandey went on to say that his long-term relationships with companies such as Bajaj have demonstrated that the agency, too, gets the clients it deserves.
“I’ve been lucky in my life to have worked with the people I’ve worked with,” he said. We have a long history together. We didn’t deserve it if a client left and went out.”
Venkat then mentioned advertising buzzwords like big data and big data analytics. I asked Pandey for his thoughts on AI and machine learning.
When it came to communication, Pandey determined that none of them could beat the power of an idea.
“Communication is what advertising is all about. People can have access to and study big data.
Research and algorithms can also be found in science labs, however an idea is required. Isn’t it true that someone came up with the idea of algorithms and the like? Good ideas assist supply answers, while data provides current behaviour.
Yes, we need all the buzz phrases you listed, but it’s about how we utilise them,” he replied. The communication for Bajaj’s Pulsar was created by Ogilvy, and the two discussed how the ‘clearly male’ communication came about.
The ‘clearly male’ thought came to Pandey while driving from Mumbai to Pune, he said. It was a far cry from the team’s previous brainstorming sessions, which were all kept in the car and not brought to the meeting.
“I was told Ogilvy was a process-oriented organisation,” Bajaj added, “but in the process of going to Pune, he abandoned the processes and came up with ‘absolutely masculine.’
“When building campaigns, I was taught to keep four things in mind: be relevant, be different, verify if the difference is credible and tangible, and fourth, make sure it’s presented powerfully in the correct way.
The most crucial statistic was then introduced: make your rival uncomfortable. If a competitor has SRK as a brand ambassador and says, “Buy this car, it doesn’t make me uncomfortable,” you know you’re in trouble.
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