Speaking on â€˜Brand Communication for Social Changeâ€™ at the IAA World Congress in Kochi,Â Piyush Pandey, Global Chief Creative Officer, Ogilvy & Mather, made an emotional appeal for sustainability of human emotions, which, he felt, is under threat in the digital world.
At the outset, giving his take on the theme of â€˜Brand Dharmaâ€™, Pandey said, â€œDharmaÂ is learnings of our predecessor and their predecessors aboutÂ karma. It is this learning that makes us good global citizens.Â DharmaÂ is a philosophy, andÂ karmaÂ is work.â€
Speaking at the 3-day convention, Pandey said, â€œA lot of people spoke about sustainability, climate change and everything. I would like to draw your attention to sustainability of human emotions that are under threat in the digital world.â€
He lamented the fact that people are so involved in their gadgets that they have stopped caring about others. â€œAre we talking to each other enough?â€ he asked, while emphasising, â€œPersonal interface can never be matched by Face-Time.â€
At the same time, Pandey believed that brands can bring about a social change and help us be better human beings. He added, â€œBig brands can do messaging that can have an impact that is magical.â€ To drive home his point, Pandey cited the examples of the brand campaigns done by Ogilvy India for two of its clients â€“Â GoogleÂ andÂ Amazon. The two campaigns â€“ one about two friends separated by the Partition, and the second one about the love between a brother and sister â€“ highlight the importance of sustaining relationships over time. â€œI salute brands that prefer such messaging,â€ he said.
Citing an incident from his own life, Pandey narrated the time his mother was admitted in the ICU and he was not allowed to see her. He said, â€œWhile people say that patients under medical care should not be disturbed, medical research states that emotional support is as useful as medical support.â€
He lamented the loss of love and caring within families and said that these days, young people, unable to look after their aged parents, send them to old-age homes. Coming down strongly on people who resorted to such measures, Pandey said, â€œYour parents didnâ€™t leave you no matter what, then why canâ€™t you as a young adult look after them?â€
Pandey left the audience with a profound thought, â€œSustainability of the environment is to make life longer, but sustainability of relationships is to spread love and make everyone enjoy the journey of life.â€