Piyush Pandey's Pandeymonium goes outdoor in Mumbai

Ogilvy promotes advertising icon Piyush Pandey's book Pandeymonium through an OOH campaign in Mumbai.

In a glittering ceremony in Mumbai last week, creative heavyweight and doyen of Indian advertising Piyush Pandey unveiled his book Pandeymonium. Published by Penguin Random House, the book chronicles Pandey's body of work, as well as his philosophy, inspirations and failures.

The 244-page book also addresses how one can inspire people to communicate effectively, as well as how to lead and convey messages simply.

In a bid to promote the book launch, Ogilvy & Mather has executed an exhaustive out-of-home (OOH) campaign in Mumbai across various locations. The campaign, launched on October 14, five days before the book launch, will continue for another 15 days.

The agency has used eye-catching creatives of Piyush Pandey's profile with the book title 'Pandeymonium' covering his eyes against a bright yellow background. The campaign has leveraged billboards and bus shelters across key locations in Mumbai. These include Marine Drive, Kemps Corner-Babulnath Junction, Kemps Corner Flyover, Cadell Road-Catering College and Shivaji Park, Nariman Point-Mantralaya and at the entrance to Inox.

Ogilvy has also installed digital billboards at Terminal 1 and 2, at Chhatrapati Shivaji International Airport.

Pandeymonium has been curated by senior editor Anant Rangaswami. The book is not just about Pandey's experiences in advertising but serves as a personal memoir and as a tribute to his mentors.

The 60-year-old executive chairman and creative director of Ogilvy and Mather, India and South Asia, said that it is important to stay 'relevant and nervous' during campaigns. At the book launch, Pandey spoke about the influence his mentor Suresh Mullick had on his life and also those who served as his sounding board on various occasions. Pandey also talked about working in a multinational company, and with people across cultures. "Multi-national is only a location but multi-culturalism denotes respect for that location, and is more important when making an impact," said Pandey.

He also emphasised on the importance of Hindi in his personal life, as well as in his commercials. "There may be this hurry to learn the English language at the expense of Hindi, but it should really be in addition to the latter," said Pandey.