Rajiv Bajaj, Managing Director of Bajaj Auto, recently reflected on his 25-year-long relationship with advertising legend Piyush Pandey, highlighting both the joys and challenges of their creative collaboration. Pandey, who passed away on Friday, is widely regarded as the man who revolutionized Indian advertising, lending it a unique voice and identity.
Bajaj recalled the beginning of their partnership in November 2001, when Bajaj Auto was seeking to transition from being known for its scooters to a global motorcycle brand with the launch of the Pulsar. Ogilvy, and specifically Pandey, were chosen to tell this story. Bajaj vividly remembered Pandey's first entrance into his office, describing his "regal stride," trademark mustache, twinkling eyes, and deep laugh.
While Bajaj admired Pandey's creative genius, he also humorously acknowledged the challenges of working with him. He shared anecdotes of Pandey calling him at inconvenient times, even during meetings, to share his thoughts. Bajaj recounted one instance when Pandey called him while he was live on TV, leading to the interview being cut short.
Despite these occasional "pains," Bajaj emphasized the immense respect and affection he held for Pandey. He considered Pandey a mentor whose insights extended beyond advertising. Bajaj noted Pandey's ability to turn experience into wisdom, making him a guide for anyone building something meaningful in India. Drawing inspiration from Pandey, Bajaj often spoke about the importance of building a lasting foundation rather than chasing rapid growth.
The collaboration between Bajaj and Pandey led to iconic campaigns, including the "Definitely Male" campaign for the Bajaj Pulsar. Pandey had stated that the 'definitely male' thought came to him during his drive from Mumbai to Pune. Bajaj's admiration for Pandey is clear. He has often spoken of the five principles that guide his leadership and product innovation, drawing inspiration from Pandey's philosophy. These include reading widely and curiously, prioritizing reality over theory, and detaching from money and status.
Beyond their professional relationship, Bajaj and Pandey shared a strong personal bond. They connected over their shared love for sports, with Pandey being a former Ranji player and Bajaj being involved in martial arts and long-distance running. Bajaj fondly remembers Pandey surprising him at the Mumbai Marathon in 2014, running alongside him for a significant distance. According to Bajaj, Pandey was one of the few people who consistently watched his show and provided honest feedback.
In reflecting on their 25 years of friendship and collaboration, Rajiv Bajaj encapsulates the "pain and pleasure of Pandeymonium," a testament to the enduring legacy of Piyush Pandey and his profound impact on Indian advertising and beyond.
