Say­ing Good­bye

GUEST AR­TI­CLE An open let­ter from Piyush Pandey to Ogilvy In­dia’s out­go­ing na­tional cre­ative di­rec­tor, Ra­jiv Rao.

The Brand Reporter - - FRONT PAGE -

Piyush Pandey’s open let­ter to Ra­jiv Rao.

The ‘silent killer’, Ra­jiv has al­ways dis­played phe­nom­e­nal lead­er­ship skills with­out say­ing very much

It is not at all easy for me, as I in­form you that Ra­jiv Rao moves on from Ogilvy In­dia to be­come a film maker. It has been Ra­jiv’s dream to make films for the last four years. I have noth­ing but a deep sense of grat­i­tude to Ra­jiv, that he re­spected my re­quest to stay on to help make a bet­ter and stronger Ogilvy. There are not too many in this busi­ness who make a sac­ri­fice of this mag­ni­tude.

Ra­jiv joined Ogilvy in 1999 with his part­ner V. Ma­hesh. And shortly there­after, they started blaz­ing new trails.

In 2002, I had the joy of part­ner­ing him as a copy­writer to cre­ate the leg­endary ‘Sec­ond hand smoke kills’ cam­paign for Can­cer Pa­tients Aid As­so­ci­a­tion. This cam­paign won In­dia’s first double Gold at Cannes.

When­ever the Orange/Hutch/ Voda­fone his­tory is writ­ten, Ra­jiv Rao’s name will fea­ture in golden let­ters. Ev­ery piece of work on these brands has Ra­jiv’s per­sonal stamp on it.

The ‘silent killer’, Ra­jiv has al­ways dis­played phe­nom­e­nal lead­er­ship skills with­out say­ing very much. Along with Ma­hesh, he led Ogilvy Ban­ga­lore from 2003 to 2006 and gave the of­fice a re­newed en­ergy. In 2009 Ra­jiv and Ab­hi­jit Avasthi took on the role of Na­tional Cre­ative Di­rec­tors and raised the bar up many notches of cre­ativ­ity at Ogilvy In­dia. And since 2015, Ra­jiv has played the role alone and com­pen­sated for his part­ner.

Loved and ad­mired by one and all in the in­dus­try, na­tion­ally and in­ter­na­tion­ally, Ra­jiv is one of the finest cre­ative peo­ple and the gen­tlest giant I have met in my life.

I am sure Ra­jiv will be no less a film maker than the cre­ative leader he has been. We will stay con­nected in more ways than one.

Mean­while, Ra­jiv will con­tinue as Ogilvy In­dia’s Na­tional Cre­ative Leader till Sonal takes over and a smooth tran­si­tion is com­plete.

I will re­frain from be­ing per­sonal and just say, “Thank you Ra­jiv. You are a true son of Ogilvy In­dia. Keep the flag fly­ing.” ■

(The au­thor is ex­ec­u­tive chair­man and cre­ative di­rec­tor, Ogilvy South Asia)

Pandey (left) and Rao

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