The Indian advertising industry has lost one of its greatest creative minds. Piyush Pandey, the legendary adman behind some of India’s most iconic campaigns, passed away on Friday at the age of 70. He had been suffering from an infection, and his last rites will be performed on Saturday in Mumbai.
A Creative Force Who Spoke India’s Language
Piyush Pandey was not just an advertising professional — he was a storyteller who transformed how brands spoke to Indians. Serving as the Chief Creative Officer Worldwide and Executive Chairman India at Ogilvy, Pandey spent over four decades shaping the voice of modern Indian advertising.
He joined Ogilvy in 1982 as a client servicing executive and wrote his first advertisement for Sunlight Detergent. Six years later, he moved to the creative department — a decision that would redefine the advertising landscape of India.
The Man Behind Timeless Campaigns
Pandey’s creative genius gave birth to unforgettable campaigns such as:
- Fevicol – “Fevicol ka mazboot jod hai, tootega nahi”
- Cadbury Dairy Milk – “Kuch khaas hai hum sabhi mein”
- Asian Paints – “Har Ghar Kuch Kehta Hai”
- Luna Moped – “Chal meri Luna”
- Fortune Oil – “Ghar ka khana, ghar ka khana hota hai”
He was also credited with coining the political slogan “Ab ki baar, Modi sarkar” for the 2014 general elections.
Pandey’s campaigns were deeply rooted in Indian culture, language, and emotion — they didn’t just sell products; they became part of India’s collective memory.
Awards, Recognition & Global Influence
Over his illustrious career, Pandey received numerous national and international honours:
- Padma Shri (2016) – for his contribution to advertising and communication.
- LIA Legend Award (2024) – recognising his lifetime achievements in creativity.
- First Asian Jury Chair at Cannes Lions (2004) – marking India’s growing influence in global advertising.
Under his leadership, Ogilvy India topped The Economic Times Agency Reckoner rankings for 12 consecutive years, establishing it as India’s most awarded and respected creative agency.
Piyush Pandey’s passing marks the end of an era – but his influence will continue to echo through every witty, emotional, and culturally rooted advertisement that follows.
He once said, “Advertising is not about selling. It’s about making people feel something.”
And for millions across India, his work did exactly that.
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