 फलो, वलक्ट्फें तुईफो लंग जोग, अर गेश तुधई इसी न रएड्में पिवष्पांदे पूर इस अगिल्वी आम प्लोबर प्यड की जेर में आंगा अक इश्ड की चेर्डमें यो बगी आखटीं आप वलक्ट्फेंद शोप्यष बाडदे तुए डीड में न और वोग़्ाता करतींगा कर को कि आप कोई मच्तेंगांगे क्या जmals आप दे कुछ. कोन भी अगा चामन मैंती हमी बेगुता की वेयादिए तो, और छोग अगा आप चामन बेंचांगे आप ये दीवादा, अगा वोग़्ाा एक सब ऱ़े है! So nation wants to know what keeps you going on and off.? presumptive Jan, the job is enough Whatever job needs because they're passionate about it and they keep you in the job it's the combination of both and when you enjoy your job you won't count years or records You don't have to You'll remember my job कि सीथाई की बागे याप लोगी ब तागाजी की में तृनागा वोगा वह देता. उसम्ठी अछ़ लगी रहा है रहा, वोगा वेगनवें बॉद्ठाड़ा है. और की रहा है, शब नात गे एक वागा वोगा खए आप वार्ठाचग ती ज्यारस, �peb America visually is is really something remarkable was it any day in your journey when you felt like you are done and if yes then how did you deal that moment dealt with that moment and what is your advice to youngsters who would like to switch their jobs when तिझमन सोग़ा मैं च़ाथी होगे लिए विझबसा? बैएता, है, पहुता विज्या थे वन च़ातीःовागे लिए तें है! क्या है? क्रेगता हैony...? because if you're desperate to somebody's desperate to fill a vacancies it'll give you some money money money next year and by the time you have equalized anyway.So look for the opportunity look for your personal needs ॐ ॐ � some ॐ ॐ ॐ ृ ृ ुरा ।ुरी ।॔ट भी नेम कई सिथी। ताना का अच्चोी एक ब्रुद, जब वोबूट। तभी शहते वे चब लगी ते शाध वोट्याब इसे शाद चवोट्याळ फ्राया फ्राया में, कई से अच्चास्तेश अच्चाता लेक कने साच्चाता आद परते दे ने वोगात है ळूत मुँँँँँँँँँु基本법 laws. वो धिञादादेंिग आस्व़िनुग और क्यो। क्यो मोपं तो। हुदी यहत Видा कै तो ब् MO मीर कयो। कि यह तोकी बूँ म�있ट Judah को मैं मुन कत कि प्लाश� intoN of viewer क्योंकि स्ब मा� tapping क� immediately यह कम करितitals होyo सामाम बातréिया हुँई मुधा करता हैं की, आवंगा लाएजी, तोच़ूँ मरने अगर। इस difficulties how do you actually explain this to people, who ask you these questions? कवा स्छ्वाँ च्रडशीग हुँँँँँँँँँँँँँँँँँ? And it is a pleasure everyone as much as it does to me, that you first think of your audience. आवब, if you can't move your audience then your idea is not good enough. To move a client is only secondary. First is will you be able to move the audience? If you think that your idea can move the audience and your product can deliver then it's going to benefit your client anyway. और अगikle मोस्द होDoes my work make an impact on my neighbor. और मै possa थे मैकंगीने क्ये बासक्षेओज़ा मैबह। रह我也edia उस बंगर एकhausंधम मीश्ठ� 아�ा,嚴 तो Parce of other nirama three, I am a neighbor. जेड़ा is the starting point of all work. औल उरीं। start is not to make a client happy. उरीघ दोँँ़़़़़़़़़़़़्म।। You'll make a client happy today. अगा अंसी एक सकचेजा दी बाजे क्ली तते गईगे। But if your work doesn't mean anything to the audience, उरीघ क्चचेचेचेचेचेचे तही तगाएस क्या बथा। To keep the client rightly to use you again. ॐ ॐ । 快 । ौ । । । । if you do that and if you are able to touch hearts of your audience, whatever your audience may be, I think it will make you happy and it will make you successful both at the same time. Absolutely, usually in terms of medium, I mean 40 years back we had radio and newspapers and then everything you know switched to television and then to digital and now's mobile advertisements. So, from long format videos to maybe 60 seconds, 30 seconds, 10 seconds, so how you know creativity and Piyush Funday as a creative leader evolved over 40 years. We have to again go back to the audience say what is your audience watching, what are they reading, where are they getting your message then you have to tell your message to that and this 10 second nonsense is completely a myth. It is not a number of seconds you have to measure the impact which you were able to move somebody by doing a 50 second thing and you don't have to run that 10 second that 20 times a day then you should use your own mathematics because this 10 second and 7 second business is a complete pop out and I think people are getting fooled by it and doing ideas which 10 seconds do you remember I'm asking you. That's very very difficult to record, true. By showing me crap for 20 times a day I'm only going to get pissed off with you. I'm not going to say a chattel. 10 times a day you will remember. Nonsense. I'm not a big viewer but yes coming back to your key question is it is the audience if your audience is watching cinema you better be good on cinema. If your audience is watching on a mobile you better be good on a mobile. Your end of the day business is to communicate to your audience whether you cast them under a tree or you cast them during a cricket match or you cast them somewhere else if you know their preferences and you know that you have a message to communicate you have to keep your mind open to technology you have to keep your mind open to what your audience is doing otherwise it will be left in the past. How do you deal with the deadline pressure and I meet a lot of creative leaders and they often talk about you know dealing with the deadline and do you think it is very difficult it was very difficult to deal with the pressure when you were maybe in your thirties and is it easier now how do you actually manage see deadlines are a way of life how to make them here how to get your clients to understand can we start a little earlier how tomorrow I need a rakhi hai well for last one year you've known when the rakhi is going to come the date is in your calendar if you don't have it on the calendar please buy a calendar the rakhi didn't surprise you by coming out of the blue but market situations sometimes can change and you need to react fast you have to react fast I mean deadline is a way of life isn't 9 o'clock office card going into your door of the office is it a deadline or it's a habit what is it but sometimes sometimes you know it is very difficult to create something you know very new within a certain time limit right so plan your life with your clients go to them that you give me a little more time if you can start at I'm not trying to delay you but can you think of things slightly earlier so that I am able to deliver more efficiently to your objective I don't think clients ever they get kicks out of the fact that I made him work two nights in a row I don't think anyone gets the fix sometimes they need to be explained that if I am enough relax date of mine I'll probably get the idea faster by staying at it for 48 hours doesn't mean that I'll get the idea faster my mind my eyes will be open mind will be closed so you have to deal with those things yeah sure when you go to see a movie or you go to catch a plane the time given to you is a deadline you can't shake in here I'm not in mood it is the same right right true I mean I remember a lot of your advertisements you know buy her and most of the people who have watched your advertisements so I am going to ask you know your best five thing that is number one question and also I would like you to elaborate on Cadbury's ad whose second version you created in recent kuch baat has in the cricket match vala so I would also like to understand the process of creation what was the fourth thought behind you know both the versions in the court what behind the original was very simple we were trying to get adults who are getting a little conscious of eating chocolates in public because as they go up they thought it's a kiddie's product the fact was that they loved each other but they felt conscious so the entire act was how to get those back to what they love and how not to lose the children who are enjoying it anyway so the kid thought that in me and my team was that there's a child in each one of us why don't we talk to that child in each one of us therefore the behavior of those people who are dancing on the cricket field was a beautiful thing that sometimes between life sometimes even for seniors in your house as you shouldn't be able to live rains after a long time I want to step out in the garden and get wet in the rains but then you start thinking what will the neighbor think of you as he got mad and you don't do it he just said why not if you love it do it you're not hurting nobody so that was the core idea and the brand made you took off and what my young team did last year was to say that that is so relevant and so beautiful and now times have changed we have to keep in mind that genders have to be respected a lot better and then they said but it was love the idea that I said to the most don't touch the music it is got an everlasting beauty in it and just be straight around keep the in this case the protagonist is the performer not the trigger other keep the protagonist surprising and not the regular modelling day last time we had a newcomer shimona who danced and didn't give her a choreographer he wanted her to be herself that's why we got the metric this time we got this young sick boy who was doing his own thing so when it's odd and not choreograph then it touches your heart a lot more so that was it's a dangerous thing to touch iconic ads unless you're very certain about it and you're using it with a twist you're not re-making you're re-creating so i i love what the youngsters thought of and i you did magic for us all over again and can your best five pick i mean the question is very long number of years it's your best five don't change every five years now i maybe you could do that and again everything coming made in 1987 again something that was made in 1994 is unfair so there is no best five if i had one or two big ones every year i respect each one i respect tell me luma it was done in some day uh 57 or 80 some some around the time as much as i respect the cadmium girl as much as i respect the work that we did for many many many other plantation paints in light the works so everything is in time it's never compared adorned red man with a sandeaker you have both great true true see if i asked about you know uh advertisement created by others i mean the two advertisement if you can mention that that were created by others but you admire them or maybe you have thought you wish we had such a feeling i didn't look at what's i mean i mean our competitors are also from the same business a whole lot of them have worked together with me they do some fabulous work from time to time i mean um look at the work that um this one needs to get last year about the museum in again and that's it um it was done even back then on uh our abhajat when you see the work done for the likes of serve and drink from time to time the abhajat so every year there will be this work from the competition which we admire and say i i wish we had done that of course you know even on island all the others are there as competent people you try it's a game of God you won't play the ball against somebody else you have to keep trying to improve the game in some years playing a good game you should be able to admire that true true uh pee wish so now india is going to complete 75 years of independence in in a very few days and ogilvi under your leadership has created a lot of you know advertisement for the government you know for the national issues uh so may i ask which which which campaign was you know closest to your heart or is closest to your heart there are a couple of campaigns very close to my heart the first one was created not by me i happened to be one of the contributors in the team uh it was Suresh manek's campaign it was his idea i he asked to write the lyrics which i did but the idea belonged to Suresh manek and 35 years later as we sit down today i don't think there's any piece of communication which has lasted equally properly so that sets off to Suresh manek and i'm glad it was a piece of work from ogilvi i also love the work that we did which i did directly with mr vachan and my team for polio so polio is very close to my heart because the end result was seen in 2014 not the end result but one great result because it's a ongoing lifetime battle but when polio was declared india was declared polio free uh it was a great moment for mr vachan and for me and my team now i also enjoyed doing the natural literacy mission in the early 90s on the poor of Suresh manek so yes when as in when you get an opportunity to make your pen and your mind contribute to the nation it's a it's a lifetime opportunity you may have you have to give in your best in the feeling you get out of it it's phenomenal piyush you mentioned about lyrics i mean mille Suresh manek aur kuch baath hai zindagi me so you i mean the jingles which you know used to be part of you know most of the tv campaigns also and it started with the radio and we've seen a lot of you know jingles in tv campaigns and right now we don't see you know that much jingles so what is the reason behind you know this change the great manek taught me was that people write songs you will not write jingles we will not sing a brand name 20 times otherwise what have you done you just repeated one even a chana dhur bharam or a singer doesn't keep repeating he keeps telling the story and says it in a charming fashion that you remember so cash breeze doesn't sing the brand name whole lot of our work does not sing the brand name you have to meet the impact i'm not selling a parrot i'm telling a selling a story so if you write a song which touches people and people say this song belongs to category i'm much happier with that than people said say that i saw one song i heard was category category category category no that that does that's lazy so songs not jingles jingles i would like to know your your plans i mean are you going to write more books and what are your strategy to take gilvy ahead in terms of creating this one one book yeah i don't write books to a deadline or a plan i can do books today is when you say i think i have an idea it should be shared i have a story that can be shared and largely my books are written for young advertising students young marketing professionals and even senior marketing professionals or for that matter any business you might be they are written about team work they are written about um teams like that so there's no compulsion on me that i must write when i get an idea i'll write a book there is no deadline on this matter i'm the client also and at ogilvy i mean what are your plans at ogilvy so ogilvy we have got a formidable team now now in india and international debate the network of the year this time it can the company is doing well it's got a great belief in the founder debit ogilvy and we believe in going people so i think they're in good space as to grow your focus changes a little bit because you know somebody is getting you can directly let me look at the building so you have to while you are there you want the team to win for many many years after you are not there to let for focus so now my last question i mean you you design your campaign for the bjp you know ahead of the 2014 elections so this is a two little questions i mean did you have any apprehension in your mind when you did that for a political party and the second one would you do a campaign for other political parties for example congress if they come to you the question is very simple i'll quickly have to answer i have to get on to another zoom one is that uh we hadn't worked on political campaigns ever i'd said more to many before that so yes we didn't know how parties work are they like life but i my experience would be the 2014 and afterwards because they are also human beings there they were very good clients um they they knew what they wanted they were very precise in their briefing they were very professional in their the sleeping of the eyeglass very open when there was a criticism without hurting you and very motivating to give it a better shot so and they played you professionally and on time all the fears that people have that will i get my money will i not get my money how will it happen will they be rough riding on i'd agree it's a fantastic experience that i'm very happy when they invited bjp in 2019 so that is the answer to that second second one is that uh we are working from bjp from time to time and i have no reason whatsoever to work with somebody else it's like when you're working with categories and you have a fantastic relationship with you don't go around looking for other chocolates to handle that's simple they might be good chocolates or bad chocolates i'm not commenting on anyone but i'm commenting here thank you so much piyush for taking time out and talking to us thank you very much you you have a wonderful day and i hope your leaders or your audience find some value in what we talked about today thank you very much thank you