Piyush Pandey is a legend in the Indian advertising industry and in his book ‘Pandeymonium’ he takes you thru his childhood, his inspirations and various campaigns he or his company has famously worked on. Most interesting part about the book is that he gives you a background on many of his best ad campaigns which have now become a legend in itself and how smallest of the things mattered the most in almost all of them.
Having said that, its a book for those who are in the advertising industry or love advertisements. Surely not for those who flip TV channels as soon as there is a ad break. I definitely belong to the first category as I love watching advertisements, mostly the comical ones and I appreciate the creative behind them. Hence I was excited to pick this book up.
Its an easy ~ 250 pager ~ a weekender lazy reading book. Piyush is currently the co executive chairman of Ogilvy India and also the National Creative Director. Most of his work is known to have Piyush’s touch (much like Midas touch). He talks about his roots in Rajasthan in the first half, his best creative works in the second and ends with his testimony for all the great people he has worked with and whom he respects. Also some parting gyaan for the young generation in the advertising.
The best part of the book that I like is his elaborate storytelling on his favourite ads for his loved partners, namely, Cadbury, Pidilite and Vodafone. Am personally a fan of all Pidilite ads (Fevicol to be precise). The insightful information on how an advertisement came into being and how it all worked out and the confidence Piyush himself had on his work is superlative.
The background story on how the Vodafone ZooZoos came into existence is thrilling. The carpenter ad of Fevicol, the lady running into the ground Cadbury’s Dairy milk ad, the wagah border ad of Fevikwik, Brooke Bond Hindu Muslim family tea ad, the Google India ad, the Amitabh Bachchan wala Pulse Polio ad, most of the Asian Paint Ads, the Sprite wallet parking ad, SBI old couple gifting ad, all the tourist ads (I especially love the MP tourist ad), center shock and Center fruit ads, You and I Vodafone ad. All of them have a story to it before they became a legend. Too many to list. But you get the drift.
A good relaxed read overall.