If our BJP campaign has won hearts in India, Cannes doesn't matter, says O&M's Piyush Pandey

O&M's return to the top slot was helped along by gongs for Hindustan Unilever, Tata Sky and Google among others, to say nothing of sister agency Soho Square's Grand Effie winning campaign for the BJP. We caught up with chairman and creative chief Piyush Pandey for a quick Q&A:

Some of the people we've talked to suggest the juries could have been a lot more lenient. Do you agree?

I agree, but when you have such a large jury, you have to respect it. Last year, I didn't tell you that we came second because someone screwed us. I'm not saying that this year either. This debate will never end. We all feel bad about things: I felt bad when The Times of India file film, didn't make it at Cannes. I still believe its one of the best films we ever made. But you have to abide by the jury's decision.

How many of these pieces do you see winning at Cannes this year?

I don't know if they will win at Cannes. I've no idea. And actually I don't give a damn. We go there and participate, but the work that works in our country is most important. If it wins there, be happy. But if it has won in your market or won the hearts in your country and doesn't win at Cannes, I don't give a damn.

Any particular favourites among the work that won?

I am happiest with BJP. It was extremely difficult for any political campaign to win considering Effies are about the role of creativity in effectiveness. And that combination has made me the happiest. I've not done a political campaign in my life, earlier. For people to think it is creative and then for it to end up as effective is wonderful. That's the biggest achievement of this year.

It's almost like the good old days when nobody thought glue can win an award. It makes me feel 10 years younger. In simple words, this is what we get paid for. If it was pure creativity, I'd paint the walls in my house. Nobody has to pay for it and I don't give a damn what you think. This ceremony says 'you did something creative, got paid for it and here's what it did for the person who paid.' I'm not an artist; I'm a commercial artist.

Any other work you were particularly impressed by?

A lot of the work Lowe did for Tanishq is terrific. I liked the work that McCann did for Nestle; the stammering guy (a film for Nescafe) in particular.

HUL has been Client of the Year two year running. Even a decade ago, they were viewed as very process driven, what has changed? Even in the early 90s, they did Ponds Dreamflower, Le Sancy and Dove.

The biggest difference is they've realised it's not only about the three ways to brush your teeth. They've realised (the importance of) the emotional angle. Which is they've done things like Murugappa (Help a child reach 5) or roti reminder or jump pump (all Lifebuoy campaigns). They've come a long way. It's no surprise. Since they have so many brands they are in the best position to be client of the year if they do it right and they've done just that.