“It isn’t the whiskey they
choose, it’s the image.”
―
“Many a small things have been
made large by the right kind of advertising.”
―
“You may be able to fool the
voters, but not the nature.”
―
Hager "Dana" Meadows was an American environmental scientist, educator, and writer. She is best known as lead author of the books The Limits to Growth and Thinking In Systems. Well, if you are confused about the subject of quotes as they vary from Whiskey, to Advertising to nature then hold on as the sharing is about two people who where by birth & by profession poles apart & yet has made a deep impact on my life (read as thinking) & this sharing is tribute to both of them. In nutshell this is very personal sharing & about Piyush Pandey who has been path breaker in the world of advertising & Jane Goodall, again path breaking in the world of conservation (more specific, wildlife conservation). And both these subjects are very close to my heart as if earlier is important for my conservation i.e. business, then later is important for my personal conservation, i.e. passion! So, you may opt to stop reading but let me tell you something important, Piyush taught me to look at the world & not just my business from a different vision, which made me do many things which eventually helped me to survive in the concrete world. While Jane made me learn so many things about other species than the humans & their importance for my own survival as a human, so you also can get benefitted, if you read & if you are interested in surviving your own self(disclaimer)!
Well, it was the month & week of Diwali as well of RoKO (google plz) show in Australia & Women’s World Cup in India (which we won) & on all such backgrounds, two great people left this world, Jane Goodall & Piyush Pandey! Though Pandyeji does got some space in print media in India because he was of same fraternity & represents big media house (Ogilvy & Mather) but Jane didn’t get much of space, barring some posts on Insta & FB about her demise, though she rarely has cared about it even when she was alive! But overall masses were not much interested as that’s the irony of work by these two GOTs’ (google plz) as I am sure nearly all those who have got access to TV or OTT & that makes three fourth population of our country has seen Piyushji’s work once at least but doesn’t know its his work. At the same time if not most of India but out of the entire world’s population many have seen a Chimpanzee in the same way on screen if not in actual, which is the work of Jane! Well, had there been Superstardom in advertising then Piyush would have been one for our country & Jane would have been at top in female category had there been such in wildlife conservation, such is both of theirs’ contribution in their respective field, is my subject of tribute!
Surpassingly both of them though represent totally different worlds (and lived also that way) yet I have learned a lot from them & has a big impact on my work as well on personal life!
Speaking about PP (Piyush Pandey), I am not a bit of a sales-man or marketing person but I am an engineer, civil engineer & the common thread which ties us (me with PP) is creativity from nothing! If you are confused then let me explain, a civil engineer enters on a seemingly empty land (will explain this in my sheinr about Jane) which for most eyes is a barren thing & creates life out of it by building structure over it, that’s creativity’s one form! While PP give words or say marketability to dead things (products of his advertise) which needs utmost creativity as a gum tube (fevicol) or network (Hutch) or a chocolate (Cadbury) can’t speak how good they are for the humans & PP did that job for all these commodities which is another form of creativity & a tougher job than any of us! To build something is easy (keeping respect for great structures like Sea Link & many such) as you have every liberty to modify design, increase budget & complete the structure whatever you have imagined as an idea. But, to make people buy something which they haven’t created nor has any experience of using (read as eating, sticking & such) via some medium, even as powerful as TV (audio visual), that needs extraordinary creativity & PP showed the world power of that creative mind via his creations! I have read his biography Pandemonium, & it has helped me immensely in understanding his philosophy behind his creations & that knowledge’s applicability is universal & I have no shame in accepting, many of my marketing concepts to sell my product (Home) are blessings of PP!
On that front, you can compare my learnings (read as relationship with PP) with Ekalavya & Dronacharya (plz google) & though PP is indeed Dronacharya, I a no where near to Ekalavya & neither did PP asked me for my thumb for his teachings! And I am sure just by creating best of the advertisements PP has become Dronachary for many youngsters like me (I am speaking about my younger days) because such people are open school, all you have to do is take admission there & start learning! The best part of PP’s creativity is the simplicity with which the advertise has been delivered to the masses as till then advertising was meant for upper classes with use of fancy looking models & language which common India never used to speak or the animations of DD or TFII (Television & Film Institute of India) on which even the kids didn’t use to laugh. And the outcome was, whenever there was a commercial break (advertise i.e. ad break) on the TV, people used to silence the sound or later on when the option of multiple channels came then change the channel. This was because most of the people thought watching ads is a waste of time & they are boring which was in a way a big defeat of the basic purpose of that ad in the first place! This is where PP’s contribution to the ad world & entire media marketing matters most as those who remembers 90’s then they will smile remembering the ad of Cadbury where a girl from the crowd run towards her BF who has made a century in the cricket ground crowd cheers; well, PP hit the chord with masses in one stroke as cricket is second life to this country & emotions which everybody can connect with, doesn’t matter its ad break, rather this was part of the match & then started series of such ads’ may it be simple fisherman catching fish with drop of fevicol to his stick & scoring over a wealth sophisticated (rich) man with costly fishing gears & even the animates Zu Zus’ & yes, the Pug (breed of a dog) which follows his master wherever he goes for the ad of mobile network! The words in each ad were simple, carefully crafted & so were the characters which get connected with every gender, classes & masses, that’s what a genius. As take example of Hutch, lead characterise a kid who can wander anywhere & following him with little steps, his dog a Pug, a small size breed (do mind, not a big dog which most Indians are used to see till then) & a simple tag line with tune, “Wherever you go, I will be with you (or follow)”, you just can’t stop smiling & loving those 30 seconds as its no more just ad of a product, now it’s a nice mini story getting unfolded in front of you! Speaking about this particular Hutch ad, not just the mobile companies’ sales rose but the dog breed Pug came in demand too, which is still one of the most popular pet dog breeds & many people call it as a Hutch dog, such was the impact of that 30 seconds’ ad! And this was just one of the thousands of such creations by PP which made him a legend in the media world. Agreed, masses may not be knowing what his contribution to the Indian Ad World is but that’s why this sharing!
Just by watching, listening PP’s creations, I have learned so many things about projecting my product, one most important of those learnings is, keep the things simple & straight, just like another Ogilvy Mather creation for Sprite (cold drink), “sidhi baat no bakwas” & people will respond! PP, via his creations made me realize importance of connecting with people, which is backbone of marketing & which they didn’t teach in engineering, this is why I will be always thankful to Piyush Pandey as now also he must be busy in making the heaven interesting place, by his creations there, for sure!
About Jane Goodall, all I will say is that if PP was my Dronachary (Guru) in the commercial world then she is my Guru for my personal world, as watching her & reading about her I understand the importance of my passion (wildlife, what else) for my personal survival. It made me realize my responsibility also about other species & importance of studying or say observing them keenly! Here is a lady who gave up comforts & glamour of western world & dedicated her life to study species like Chimpanzee which was considered as just a monkey by the entire world & now the same world respects her for her contribution in conservation of wildlife! As without study you can’t understand behaviour as well as needs of any species & without that understanding you can’t conserve (read as save) that species. Jane didn’t just studied & saved Chimpanzees but she became an inspiration for thousands of students (mainly women) to dare to take on the path of wildlife conservation as a respected career, of which I myself also a big beneficiary as today whatever respect I get as a wild lifer, I wouldn’t have ever got as a builder (though I am equally proud of being a builder too) & what’s life without a respect, right? Jane didnt just stopped at reasearch but created a legacy in conservation by forming Jane Goodal Foundation, Institutes for wildlife research, she travelled all around the world to make people aware about wildlife & become a Brand Ambassodor for wildlife conservation!
Thanks Piyus Pandeyji & Dr Jane Goodall for your life on the earth & your work which has made you immortal by brightening millions of lives, a feat not many can ever achieve & yet if there is concept named Re-Birth then please both of you do come back as this emotionless, irresponsible world does need people like you, is all I can say in paying tribute to you, adios with this note!
-
Sanjay Deshpande
Sanjeevani Dev.
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