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Need for wit, imagination, patience, originality stressed at AAAI workshop
MUMBAI: “Being the creative director of an ad agency is like combining Mahatma Gandhi and Mickey Mouse. There is no brain surgery involved just common sense. The worst thing you can do to your career is to emulate someone else’s style. Respect the clients that you are communicating for and you will find that the job can be a lot of fun.”
These were some of the anecdotes put forth by O&M executive chairman Piyush Pandey. He spoke on the qualities that make a great creative director of an ad agency at the third session of The Block. This is a series of creative workshops being conducted by the Advertising Agencies Association of India (AAAI) in the city.
He told the ad people assembled that they should first try to be very good if not great team players. “This is not a one man show. Keep your eyes and ears open because ideas are found in life not in black note books.” He went on to stress the importance of not
giving in to pressure. He offered the example of the Cadbury’s commercial where a woman runs onto the cricket field as an example. At that time O&M was on a pitch after having been with Cadbury’s for years. The FMCG was angry at the time.
However the O&M team did not play safe and dived head in. The result was a series of ads that rejuvenated the brand. “Those who succumb do mediocre work. Those who view pressure as an opportunity rather than a threat will make it.”
He also said that a creative director must stand by the people who work with him. He must remember that it is not a bad thing to argue with a client when you are
sure that you are on the right track. “Sometimes I have gone to the extent of taking the client aside and telling him that if he continues to argue in this fashion then his company’s advertising programme will definitely get fed up.”
He also stressed the need for patience among creative directors. “If you think that an idea is initially bad at least sleep over it before chucking it out. Initially I thought that the ad for the cigarette hazards, which said ‘Cancer cures smoking’ would not work. I was skeptical at first as it seemed so simple.”
“Creative directors also need to be gentle with ideas while at the same time sifting the good ones from those which are lousy. They must be careful not to dampen the enthusiasm of young people who have recently joined the agency.”
On the originality front he said that if a creative director develops a unique style the people working under him would respect him. That according to him was much better than trying to be the clone of someone famous. He admitted to having made people creative directors in the past when they did not command the respect of their peers.
Another way for a creative director to make a mark is to work on a concept that others are afraid to touch.
He gave the example of taking on Fevicol in the 1980s when nobody wanted to touch it. The result was the tug of war ad.
He showed visuals comprising of four creative directors who had words of advice. As a warning one of them said that creative directors should be wary of those who create out of fear or out of a sense of insecurity. “It is important for a creative director to lead by demonstration. You should at least be able to give the seed of an idea to your team. When dealing with ideas you need to be stern and ruthless. There is nothing worse than creative director letting a lousy idea run its course because he does not have the gumption to put a stop to it.”
To give an illustration of teamwork, talent and patience Pandey gave the example of the animated movie Alladin. Inspiration can sometimes come from weird sources. Therefore it is important to keep your eyes and ears open. For instance the rap singer MC Hammer
was the inspiration for the opening sequence of the film.
The patience came from the writers who had to convert their storyboards into cinema language. He also said that creative directors should have passion and find joy in the work they do. The body language of the singers who composed and sang tunes like ‘A Whole New World’ for the film exuded just that Pandey said.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
