I sincerely hope that both clients and agencies start thinking ideas again: Piyush Pandey

Ogilvy's chairperson for global creative and executive chairperson - India, shares what he would like to see changed or tackled next in the Indian advertising industry

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I sincerely hope that both clients and agencies start thinking ideas again: Piyush Pandey

Fifteen years from now I hope that Campaign India will be celebrating ideas and not just the continuation of Indian advertising.

I say this because of late, I see ideas disappearing and the use of celebrities taking over.

It was difficult to see the IPL this year as what we got was largely zero ideas and scores of celebrities. If one celeb was not enough for a 20 second ad, there were three.

All idealess.

It seemed that the client banned the agencies from thinking ideas. And the agencies went to sleep the moment the client imposed a celeb.

So, I sincerely hope that both clients and agencies start thinking ideas again. It will save them a lot of ‘ego money’.

I would like to see technology being accepted not only with open arms but also with a big heart. The job of brands is to touch hearts, technology is just an enabler – an important enabler if used meaningfully.

Finally, I hope that the agencies are full of happy youngsters rejoicing work and not cribbing about low salaries. For that the clients will have to shift some money from celebs to bright young minds. There are some very bright young minds. Let’s not lose them.

I wish all this happens.

To Campaign India, I wish a very happy 15th and hope that in the next 15 years you keep nudging, motivating and celebrating the young minds with brilliant ideas.