Piyushbhai could be a real pain. On an average, once a fortnight, he would think nothing of calling me as and when he pleased — sometimes as I was in a morning meeting or at evening yoga.
One afternoon, as he saw me live on TV, he just called me on the very phone that I was connected from! The interview went off air, I wasn't amused, and it's the only time in our 25-year-long partnership that Piyushbhai had occasion to be on the back foot—embarrassed, sheepish and apologetic!
Launched in November 2001, the Pulsar was Bajaj Auto’s do-or-die bet to transition from being India's Hamara Bajaj scooter to The World's Favourite Indian motorcycle. Given the enormity of the ask, we chose Ogilvy, specifically Piyushbhai, the Pitamah of Indian advertising, to tell our story. I remember that first meeting with him vividly—his regal stride into my office characterised by his trademark handlebar moustache, twinkling eyes, deep laugh and dazzling mojaris!
As I briefed him on the product and then ventured to also share my own idea for the communication, he listened to me patiently for long and then said, “Rajiv, when you are next in Mumbai, I’ll show you the motorcycle that I have designed for you!”
Message copied in passion, ownership, confidence.
I tested those values about 10 years later, calling him to express my shocked disappointment upon reviewing the mediocre edit of a particularly critical and expensive film. I told him that it seemed so hopeless to me that the prospect of a consequent two-month setback in the marketplace had me almost suffocating with anxiety.
There was no defence, no denial, no discussion. He simply said, “Just breathe, go home and relax, partner.” He then sat, I'm told, in the studio round-the-clock for 48 hours to deliver a spectacular redone avatar on day 4. When I expressed my delight, Piyushbhai said to me, “The client always gets the advertising that he deserves.”
Lesson learnt in humility, listening, empathy.
In November 2021, Piyushbhai called to request me to write the foreword for his book, Open House. It was as daunting a prospect as it was an incredible honour. As I sought to wriggle out, images of Piyushbhai flashed through my mind—bowing to my father, hugging my wife, counselling my son, playing with my dogs, interning my cousins, even smartly saluting my house help as only he ever did. So, I wrote, and when I sent it to him, he said he would call when the tears stopped rolling.
In May 2022, we were together in conversation at the rapturous launch of Open House in Mumbai. Shortly thereafter, he came to Pune and stayed with me, offering thereby the precious privilege of partaking in his sacred morning chai ritual. Sitting poolside by the garden, we spoke about life, family and friends. He was besotted with his sisters and the dogs that were his wife Nita’s calling. During Covid, we had both invested in homes in Goa. He promised me many entertaining evenings there, of outrageous stories from experiences across the world. It’s now the one word that Piyushbhai won't keep.
As I seek to follow in the enormous footprints that he leaves behind, I reflect upon a gem that he shared with someone that we both love dearly — “I just want to be a doorman who opens the door that leads to creative paths for younger people to make the world a beautiful place.”
How can anyone so gifted, so exemplary, so accomplished be so simple, so giving, so loving? They say that when love and skill combine, expect a masterpiece. Piyushbhai didn't just create many a masterpiece. He was his own masterpiece.
(Disclaimer: The opinions expressed in this column are that of the writer. The facts and opinions expressed here do not reflect the views of www.economictimes.com)
One afternoon, as he saw me live on TV, he just called me on the very phone that I was connected from! The interview went off air, I wasn't amused, and it's the only time in our 25-year-long partnership that Piyushbhai had occasion to be on the back foot—embarrassed, sheepish and apologetic!
Launched in November 2001, the Pulsar was Bajaj Auto’s do-or-die bet to transition from being India's Hamara Bajaj scooter to The World's Favourite Indian motorcycle. Given the enormity of the ask, we chose Ogilvy, specifically Piyushbhai, the Pitamah of Indian advertising, to tell our story. I remember that first meeting with him vividly—his regal stride into my office characterised by his trademark handlebar moustache, twinkling eyes, deep laugh and dazzling mojaris!
As I briefed him on the product and then ventured to also share my own idea for the communication, he listened to me patiently for long and then said, “Rajiv, when you are next in Mumbai, I’ll show you the motorcycle that I have designed for you!”
Message copied in passion, ownership, confidence.
I tested those values about 10 years later, calling him to express my shocked disappointment upon reviewing the mediocre edit of a particularly critical and expensive film. I told him that it seemed so hopeless to me that the prospect of a consequent two-month setback in the marketplace had me almost suffocating with anxiety.
There was no defence, no denial, no discussion. He simply said, “Just breathe, go home and relax, partner.” He then sat, I'm told, in the studio round-the-clock for 48 hours to deliver a spectacular redone avatar on day 4. When I expressed my delight, Piyushbhai said to me, “The client always gets the advertising that he deserves.”
Lesson learnt in humility, listening, empathy.
In November 2021, Piyushbhai called to request me to write the foreword for his book, Open House. It was as daunting a prospect as it was an incredible honour. As I sought to wriggle out, images of Piyushbhai flashed through my mind—bowing to my father, hugging my wife, counselling my son, playing with my dogs, interning my cousins, even smartly saluting my house help as only he ever did. So, I wrote, and when I sent it to him, he said he would call when the tears stopped rolling.
In May 2022, we were together in conversation at the rapturous launch of Open House in Mumbai. Shortly thereafter, he came to Pune and stayed with me, offering thereby the precious privilege of partaking in his sacred morning chai ritual. Sitting poolside by the garden, we spoke about life, family and friends. He was besotted with his sisters and the dogs that were his wife Nita’s calling. During Covid, we had both invested in homes in Goa. He promised me many entertaining evenings there, of outrageous stories from experiences across the world. It’s now the one word that Piyushbhai won't keep.
As I seek to follow in the enormous footprints that he leaves behind, I reflect upon a gem that he shared with someone that we both love dearly — “I just want to be a doorman who opens the door that leads to creative paths for younger people to make the world a beautiful place.”
How can anyone so gifted, so exemplary, so accomplished be so simple, so giving, so loving? They say that when love and skill combine, expect a masterpiece. Piyushbhai didn't just create many a masterpiece. He was his own masterpiece.
(Disclaimer: The opinions expressed in this column are that of the writer. The facts and opinions expressed here do not reflect the views of www.economictimes.com)
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