By Yohan P Chawla
The end of Day Two at the IAA World Congress Kochi left the audience teary-eyed as the Ad Man Piyush Pandey spoke about Brand Communication for a Social Change. While reading the agenda of the IAA World Congress, one had not imagind Pandey’s session would cause such a flood of emotions in his listeners.
The Ogilvy bossman and Ad guru let great creatives do the ‘talking’ to underline how large, well known brands like Google and Amazon use communication elements that are very strong on a simple feeling of belongingness and togetherness, driven by great storytelling.
The Google advertisement Pandey played has two friends, Yusuf and Abdullah, who had got separated during the partition of India and Pakistan, but get reunited years after with the help of Google.
Here’s the ad :
Another example Pandey used was an Amazon ad, which shows an old man getting ready to travel from one part of the city to another to get a rakhi tied by his sister. The man’s son suggests that instead of making the tiring journey, he send a gift from Amazon instead. But the father insists upon visiting his sister, just so he can see the big smile his arrival – and only his presence – that would light up her face when he would visit her in person. This was called the Deliver Love campign.
Link to the Video :
To his earlier important message of the important of creating ads with simplicity that evoke feelings of togetherness and belonging, Pandey added another gem as only he can best iterate, when he said, simply: “Sustainability of the environment is to make people live; however, sustainability of people is to help people enjoy life.” Indeed.