Vodafone Zoozoos & Titan among O&M’s best campaigns: Piyush Pandey

"It is absolutely impossible to pick just five since there’s a long history that precedes me. I will try and stick to my time. I’ve not picked individual gems but campaigns. This is based on longevity and the years they’ve served the brand and delighted the people of India", says Piyush Pandey , Executive Chairman, Ogilvy & Mather India and South Asia.

Cadbury Dairy Milk: Because it completely converted a behaviour that was previously difficult to dislodge. How do you get people to eat a chocolate in public with no guilt, fear or shame? 'The Real Taste of Life' and the subsequent campaigns have been game changers.

Vodafone: The Zoozoos campaign was path breaking, moving from a hugely successful campaign with the boy and the dog. For the first time, we created a commercial for every day of cricket. For the first time, we used an art form that had experts guessing whether it was or wasn’t animation. The character was used by a newspaper to explain the budget to India. It established a new creature unlike anything we’d seen earlier and made it part of the hearts of people in India.

Fevicol: The campaigns have helped the brand’s conversion from a business to business brand to a business to consumer brand. The work on Fevicol gave Pidilite the platform to launch more B2C brands like Fevikwik and Fevistick.

Asian Paints: Another scenario where we got consumers involved in a category that had been decided on and dictated by builders. We moved it from merely paint to a way of engagement, of home décor.

Titan: Decades ago, a watch used to be synonymous with HMT. Into that market comes a premium watch with great design and now it is Titan and not HMT which is synonymous with watches. It’s been 27 years but the music track selected by Suresh Mullick has still not been changed. He must be hearing it from somewhere up above us and feeling good about what he created.