Exclusive | Piyush Pandey is an Ajab to have made such a Gazab ad!

“Ajab hai sabse gazab hai”- MP’s ajab and our gazab for the state has been increased by the popular TVC campaigns created by Ogilvy & Mather. Since 2006 Ogilvy has been creating ads for MP tourism and creating compelling curiosity in the viewers to go and explore the state. The result is that tourists have increased fivefold from what it had been earlier. Last week Ogilvy launched a new ad for MP tourism which is set against the festival of Holi.

The ad shows tourists being welcomed by young locals with a splash of the traditional coloured powder and water. As the colours reach the tourists, they morph into the key tourist attractions of Madhya Pradesh – Kanha’s tigers, Khajuraho’s famous sculptures, Mandu’s Jahaz Mahal, Sanchi Stupa and Ujjain’s Mahakal Aarti – in slow motion. The intent is to convey that Madhya Pradesh has several tourist attractions, thanks to its wild life, culture and heritage.

The visual treatment of the ad is superb, effectively concealing the visual treats offered by the state through the tourist attractions morphed in colours. The music is a fine blend of folk and Indian instruments and the lyrics offer a perfect canvas for the visuals to be played out.

Adgully got a chance to interact with Piyush Pandey Executive Chairman & National Creative Director Ogilvy & Mather India-the man behind the creative ad. This is what he had to share with us about the association with MP tourism, challenges ahead and his expectations from the ad.

AG: Ogilvy and Mather have enjoyed a six year long relationship with Madhya Pradesh (MP) tourism. How did the journey begin and how was your experience working with them?

Piyush Pandey (PP): I think six years back we had submitted a proposal to MP tourism and we were selected on the basis of that. The journey ever since has been fantastic. They are very very (Piyush emphasized the word very so it had to be included) nice clients and we share a great rapport and enjoy each other’s respect. The best work comes out of mutual respect and that allows the good work to come through.

Adgully (AG): What kind of brainstorming did you do before arriving at the final concept?

PP: We were engaged in talks with MP tourism in each and every stage and ultimately we came to the conclusion that we will portray MP very differently and the differentiating factor will be our presentation of MP through the various forms of art. So we came up with the bioscope first which is the eyes to see MP, later it was the shadowgraphy, the use of hands to project images. We have tried to develop an idea for MP which is different from the tourism ads of other states so that the viewers could enjoy a distinct flavour and understand the different personality that MP represents. We have been constantly encouraged and pushed in our endeavor to create something different for MP and I am sure that no other multi-national advertising agency would be able to come up with or replicate the idea that we have created for MP.

AG: Was the idea of distinct identity a factor that made you decide to not to bring in a celebrity to endorse the brand MP? (We cited the example of Amitabh Bacchan endorsing Gujarat and Shahrukh endorsing Bengal)

PP: We have made the campaign for Gujarat and Mr Bacchan’s presence was needed to introduce the state to the people. The destinations in Gujarat were not known to people. With MP we are trying to create an intrigue about the places to explore. In Rajasthan the destinations are known so we need to try something else to make it viable for the people. Each state has a different personality and this is to be kept in mind before thinking about an idea for the campaign.

AG: How difficult was it to establish brand MP considering there are no metro cities to boast about?

PP: Tourism is not about cities. Logically if you assess, tourism is about visiting a place that is different from the place you live in. People visit Gujarat or Rajasthan because they offer them places that they don’t get to see in their metro cities. I am going there because I am able to do things that I don’t get to enjoy in the city I live. So it is just not about going to another metro and enjoying the beautiful malls built there but it is about going to Kashmir from Mumbai to enjoy the Dal Lake and the snow capped mountains which you will never be able to experience in Mumbai.

AG: What are your expectations from the campaign?

PP: My gut says it is going to be super duper hit. It’s like when you throw logic out of window and your heart says- “this is magic.”

AG: What were the challenges faced by you?

PP: There were no challenges as such. But I felt this thing during the first year of our campaign. In the first year our theme was ‘Hindustan Ka Dil Dekho’, and this theme has an inane earthiness about it and we could not lose this earthiness ever, however stylish we went on to be later on. So that was a challenge. Another thing that we have raised the bar every year for ourselves, so we will have to keep up with it every year.

AG: How are you planning to promote the brand MP on the digital front?

PP: We are working on the plan on this.

AG: There has been no mention of the indigenous industries of MP in the campaign. Why?

PP: The industry department is different and the tourism department is different. You can’t mix other areas of work with tourism.

AG: What is the next idea for the campaign?

PP: This one is breaking tomorrow and you are already pushing me for the next. This challenge I will talk about next week. Let it run first. | By Rabab Rupawala [rabab(at)adgully.com]