Advertising Legend Piyush Pandey Dies at 70: The Man Who Gave India Its Voice
Piyush Pandey, the legendary adman who redefined Indian advertising with emotion, humor, and cultural depth, passed away at 70. His legacy continues to inspire generations of storytellers.
A Creative Titan Bows Out
Piyush Pandey, the towering figure who transformed the face of Indian advertising, passed away in Mumbai on October 24 at the age of 70. Known for his infectious smile, unmistakable moustache, and boundless creativity, Pandey wasn’t just an adman—he was India’s storyteller.
From Fevicol’s “Tight Bond” to Cadbury’s “Kuch Khaas Hai”, his work was steeped in everyday Indian life—real people, real humor, and real emotion. For over four decades, he shaped how India saw itself and how the world saw India.
From Jaipur’s Streets to Global Advertising Fame
Born in Jaipur, Rajasthan, in 1955, Piyush Pandey’s journey was as unconventional as his creativity. Before stepping into advertising, he dabbled in various careers—including teaching and cricket—before finding his true calling at Ogilvy India in 1982.
He began as a young copywriter with a keen ear for language and a sharp eye for storytelling. Alongside his brother, filmmaker Prasoon Pandey, he lent his voice to radio jingles—unaware that those humble beginnings would lay the foundation for one of India’s most iconic advertising careers.
Pandey’s rise at Ogilvy was meteoric. His understanding of India’s pulse—its humor, idioms, and emotional landscape—made his campaigns deeply relatable. By 2004, he had become the first Asian to chair the Cannes Lions jury, cementing his reputation on the global stage.
Campaigns That Defined Generations
Few creatives have left as indelible a mark on India’s cultural memory as Piyush Pandey. His work wasn’t just about selling products—it was about storytelling.
- Fevicol’s “Fevicol Ka Jod” campaigns captured Indian wit like never before, turning a simple adhesive into a household metaphor for unity.
- Cadbury Dairy Milk’s “Kuch Khaas Hai” redefined joy and broke gender stereotypes with a woman dancing on a cricket field—a moment that still sparks nostalgia.
- Asian Paints’ “Har Ghar Kuch Kehta Hai” showed how walls could tell emotional stories, connecting brands to people’s lives in poetic ways.
Perhaps his most enduring work remains “Mile Sur Mera Tumhara”, the timeless anthem of unity that celebrated India’s linguistic and cultural diversity.
The Mind Behind Political and Cultural Messaging
Pandey’s influence wasn’t limited to advertising. His creativity reached the heart of India’s political and social fabric. In 2014, he crafted the now-iconic slogan “Ab Ki Baar, Modi Sarkar” for Prime Minister Narendra Modi’s election campaign—a phrase that became part of India’s political lexicon.
Even as he ventured into national messaging, his approach remained the same: simple, emotional, and distinctly Indian.
A Trailblazer Recognized Across Borders
Over his illustrious career, Piyush Pandey received numerous accolades. He was awarded the Padma Shri in 2016 for his contributions to the arts and communication. In 2024, he received the London International Awards’ Legend Award, recognizing his lifelong impact on global advertising.
As the Global Chief Creative Officer of Ogilvy, Pandey’s leadership inspired thousands of young creatives. In his later years, he continued to serve as an advisor to Ogilvy India, mentoring new talent while taking a step back from active duties.
Remembering the Man Behind the Magic
Colleagues, artists, and admirers across industries poured in tributes following the news of his passing.
“Piyush taught us that creativity isn’t about being clever—it’s about being human,” said a senior Ogilvy executive.
“He made us laugh, cry, and think—all within 30 seconds.”
From advertising agencies to film circles, social media overflowed with stories of his humility and mentorship. Many recalled how he encouraged young professionals to embrace their roots and speak in their mother tongues—breaking away from the anglicized norms of the ad world.
His Legacy: An India That Speaks Its Own Language
Piyush Pandey’s greatest contribution wasn’t just the campaigns he created—it was the cultural confidence he inspired. He taught brands to speak in the language of their audiences, to celebrate local humor, and to find beauty in the ordinary.
At a time when global advertising often mimicked Western styles, Pandey rooted Indian advertising firmly in its soil. His creative philosophy—“If it’s not Indian, it won’t work in India”—remains a guiding light for marketers today.
A Creative Era Ends, But the Stories Live On
As India mourns the loss of its greatest advertising voice, his legacy continues to echo in the laughter of Fevicol ads, the sweetness of Cadbury moments, and the melody of Mile Sur Mera Tumhara.
Piyush Pandey didn’t just create advertisements—he created memories. His work bridged India’s diversity with humor, empathy, and emotion, making him more than an adman—he was a storyteller for a billion voices.
Disclaimer: This article is based on publicly available information for journalistic and educational purposes.