Celebrating 25 Years of Creativity: Rajiv Bajaj Honors Piyush Pandey

Rajiv Bajaj recently celebrated a remarkable 25-year partnership with advertising legend Piyush Pandey, reflecting on their shared journey of creativity and friendship. The collaboration has not only transformed Bajaj Auto’s brand image but has also showcased the unique bond between the two visionaries.

Bajaj Auto, under Bajaj’s leadership, made a significant transition in November 2001 with the launch of the Pulsar, a motorcycle aimed at redefining the Indian two-wheeler market. This move was pivotal for the company, shifting its identity from the well-known “Hamara Bajaj” scooter to a global competitor. In this crucial moment, Bajaj sought the expertise of Piyush Pandey and his team at Ogilvy, trusting them to narrate the Pulsar’s story.

Bajaj vividly recalls their initial meeting, noting Pandey’s charismatic entrance, characterized by his trademark facial hair and infectious laughter. “When I briefed him about the product, he listened patiently,” Bajaj explained. “Then he promised, ‘When you’re next in Mumbai, I’ll show you the motorcycle that I have designed for you!’” This display of passion and ownership set the tone for their future collaborations.

Their partnership faced challenges, as evidenced by a particularly trying moment about a decade later. Bajaj expressed his disappointment over a lackluster edit of a costly advertisement, fearing it could jeopardize the brand’s momentum. Pandey’s response was both calm and reassuring. “Just breathe, go home and relax, partner,” he advised. His commitment to excellence led him to work tirelessly in the studio for 48 hours, ultimately delivering an impressive revised version of the film.

In November 2021, Pandey approached Bajaj with a request to write the foreword for his book, Open House. Initially daunted by the task, Bajaj was reminded of Pandey’s profound influence in his life: “Images of Piyushbhai flashed through my mind—bowing to my father, hugging my wife, and even saluting my household staff.” Eventually, Bajaj completed the foreword, and Pandey’s emotional reaction further underscored their deep connection.

Their friendship was further solidified at the launch of Open House in May 2022 in Mumbai, where the camaraderie was palpable. Shortly after, Pandey visited Bajaj in Pune, sharing cherished moments during morning tea by the poolside. They discussed life, family, and plans for future gatherings in Goa, where both had invested in homes during the pandemic.

Amidst reflections on their journey, Bajaj highlighted a particularly poignant statement from Pandey: “I just want to be a doorman who opens the door that leads to creative paths for younger people.” This sentiment captures Pandey’s essence—an individual of immense talent who remains grounded and generous.

Bajaj concluded his tribute with admiration for Pandey’s achievements. “They say that when love and skill combine, expect a masterpiece. Piyushbhai didn’t just create many a masterpiece; he was his own masterpiece.” This declaration encapsulates the legacy of a man who has not only shaped the advertising landscape in India but also touched the lives of those around him.