Piyush Pandey, Ex-Chairman, Ogilvy & Mather spoke to ET about the ‘toughest campaign of his career’. Edited excerpts:Yes, this is my first political campaign. It is the first political campaign for any Ogilvy group company in India. And I am extremely proud of it as we could stay away from political jargon and capture the language of the people.Yes, I was leading and today I can admit it. It was important for me to not to come out in the open because this is a very confidential exercise. I would have wasted half my time talking to media.I have worked with Mr Modi for three and a half years on “Khushboo Gujarat ki”. In January, he had mentioned to me that he would need my help. Then sometime in February Piyush Goyal spoke to me and that’s the day I said if you accept Soho Square I am with you. It was a combination of Mr Modi’s faith and Piyush Goyal's persuasion that got us onboard.Individuals don’t matter on projects like this. People like Anuraag Khandelwal, Satish deSa, Nilesh Jain, Rajkumar Jha, Pawan Bhatt worked day and night on this campaign; 30 people in Soho Square Mumbai and 20 in Delhi.We were producing 125 artworks every single night for two months. I wrote Ab ki baar Modi Sarkaar and Janta Maaf Nahi Karegi.Anuraag and Nilesh Jain and their team wrote Achche Din Anewale hain. There are some other people who helped me get this work done — Shoojit Sirkar has been my biggest partner, when we were making almost 10 films every night. Manish Sherawat, an animation expert, made the cricket films.You wrote that “Piyush Pandey’s home has become a fortress”, today I can tell you the fortress was Taj Vivanta in Delhi where we had two rooms for the last two months from where we were churning out the work.Yes. If you do 200 commercials and I have lost the count of the print ads for every nook and corner of the country, it ought to be the toughest campaign. It was like playing three IPLs in three months! But I went through a child-like joy while executing this campaign and I felt at least 10 years younger.The brief we got from BJP said that Mr Modi’s popularity was higher than the party and therefore they wanted to play it like a presidential campaign. There is a grassroots way of looking at life and then there is an intellectual way. Baggage is in the minds of the intellectuals.If there was baggage in people's mind, he wouldn’t have got such a victory.I have been asked by many political parties over the last 15 years to create campaigns for them. Was it an ambition? No. This happened because of an emotional moment with Mr Modi and because of Piyush Goyal’s persuasion.It all depends on BJP and their plans. Soho Square has made the last set of ads which the party released on May 16. I think the lesson is that the government should communicate with people on an ongoing basis and not just pre-election. If they believe in that and think that Soho Square is the right partner, we would love to do it.