Piyush Pandey: A legend gets offical legend status

In 2023, the LIA Legend Award was introduced. This award is presented to a leader of the industry past or current who through their talent, vision and generosity have not just demonstrated outstanding creativity at all levels, they have also demonstrated their willingness to share, mentor and develop others with a focus on the advancement of the industry and creative thinking in all sectors. Yesterday, Ogilvy’s former Global Chief Creative Officer, Piyush Pandey became the second winner of this prestigious award, following the announcement of Mark Tutssel last year.

They are not just awarding for brilliance, although that is a factor. They are not just awarding for creative leadership, although that is also a factor.

LIA are awarding above those two achievements, a person who has been selfless and humble in developing others and giving their time to advance the industry and talent within it.

“If someone puts you on a creative path, you can create magic.” Those were the words spoken to Piyush Pandey by his teacher in school.

Today, Pandey is celebrated as the big daddy of Indian advertising. He has redefined it. The Economic Times of India has rightly named him “the most influential man in Indian advertising” for 14 consecutive years. He has managed to speak to the masses of people in India in a language that they can all understand.

Liz Taylor, Global Chief Creative Officer of Ogilvy, said: “Piyush is a living legend. His legacy is impossible to capture, for the very reason that it’s so transcendent. He’s championed and inspired generations of our industry, raising the bar creatively in ways that impacts careers and people’s lives all over the world. And he’s done it with honor, grace and absolute enjoyment — I can’t think of Piyush without hearing his laughter, seeing the purity of his smile. He loves creativity and what it can do, and we are all the better for his leadership. Piyush is an Ogilvy Giant in the truest sense.”

Barbara Levy, President of LIA, said: “Piyush has been with Ogilvy for more than 45 years. He is truly a product of Ogilvy. So it is no surprise that he embodies the qualities that the late great father of advertising himself, David Ogilvy, looked for in a leader – a big person without pettiness, guts under pressure, a streak of unorthodoxy, inspiring with trust and gusto, and a sense of humor. Truly, the hallmarks of the great and successful ad person is someone who has the ambition and ability to write a better campaign than anyone else.”

What is this magic that he has?

Pandey has the extraordinary ability to take the ordinary and weave it into something that touches us all. He doesn’t live in an ivory tower of theory and data; he sees and listens to everyday things. He can talk to every person in a way that is human and move them to act. That is what makes him a simple yet powerful storyteller.

Before Pandey began his long-term partnership with Ogilvy in 1982, he lived a different life – from playing cricket for his home state of Rajasthan to tea tasting and construction. He was a 27-year cricket player before joining Ogilvy as a suit.

He has been the Executive Chairman of Ogilvy India since 2004. He has also served as the Global Chief Creative Officer of Ogilvy for two and a half years.

Pandey is credited with putting Indian advertising on the world map with over 600 national and international awards to his name. He was the first Asian to chair the Cannes jury in 2004. He was awarded the Lifetime Achievement Award by Advertising Agencies Association of India in 2010. The Lifetime Achievement Award by Clio followed in 2012. He was honoured with the Indian National Civilian Award (Padma Shri) in 2016 by the President of India. Pandey, along with his brother, was awarded the Lion of St. Mark at the International Festival of Creativity at Cannes in 2018. He has been a mentor at The Berlin School of Creative Leadership for several years.

Pandey believes people in advertising can use their creativity to drive social change. He has created several impactful social campaigns – including his many years of work with UNICEF and the Government of India to make India polio-free. India was declared a polio-free country in 2014.

Pandey also believes strongly that learnings of a lifetime should be shared with the next generation, as a consideration and not as a prescription. His two books – ‘Pandeymonium’ and ‘Open House’ – are reflective of that belief and have received an overwhelming response.

In his inimitable way, Pandey has summed up the purpose of advertising as saying it with respect, spontaneity, without fear in a context that the audience can understand. It is never to intimidate or frighten. But to delight.

Pandey has stepped into an advisory role at Ogilvy, as of January 1st 2024.