Piyush Pandey, the iconic figure who revolutionized Indian advertising, passed away on Friday, October 24, 2025, at the age of 70. Credited with shaping a distinctly indigenous voice in Indian advertising, Pandey's work resonated deeply with the nation's culture, language, and emotions. He transformed simple commercials into cultural phenomena, making brands like Fevicol, Cadbury, and Asian Paints inseparable from the Indian consciousness.
Born in Jaipur in 1955, Pandey joined Ogilvy in 1982, initially as a client servicing executive. His early work on Sunlight Detergent was a humble beginning to a legendary career. Within six years, he transitioned to the creative department, where his storytelling talent shone. He rose through the ranks, becoming creative director and eventually joining the board of directors in 1994. Under his leadership, Ogilvy India consistently ranked as the top agency in the country.
Pandey's genius lay in his ability to connect with the common person, crafting campaigns that spoke like everyday conversations rather than corporate marketing. He built brands with "magic and not just logic," prioritizing emotional connections over mere product features. His campaigns were masterclasses in simplicity, emotion, and Indian ethos.
Two campaigns that particularly highlight Pandey's impact are "Do Boond Zindagi Ki" and "Ab Ki Baar Modi Sarkar."
Do Boond Zindagi Ki: This campaign for India's Pulse Polio program demonstrated how advertising could drive massive social change. Launched in the mid-1990s, when India accounted for half the world's polio cases, the campaign faced the challenge of mothers' reluctance to bring their children to vaccination camps. Featuring Amitabh Bachchan, the campaign's simple yet powerful message turned awareness into action. The slogan "Do Boond Zindagi Ki" (Two drops of life) became synonymous with the polio eradication effort. The use of Bachchan's baritone voice echoing "Dhikkar hai hum par" (shame on us) on television sets motivated hundreds of mothers to visit polio booths. The campaign significantly contributed to India achieving polio-free status by 2014.
Ab Ki Baar Modi Sarkar: Pandey crafted this slogan for the 2014 general election campaign of the Bharatiya Janata Party (BJP). The slogan became a household chant, demonstrating how advertising could influence society on a grand scale. It was an instant hit, going viral and showcasing the power of strategic communication in shaping public sentiment. Pandey's brief was to create a campaign that focused on Narendra Modi himself and was easily understandable. The phrase "Ab Ki Baar Modi Sarkar" became not only a political tagline but also a case study in integrated marketing and brand storytelling. Even former US President Donald Trump's 2016 Hindi campaign slogan, "Ab ki baar Trump Sarkar," was inspired by this Indian political tagline.
Beyond these two iconic campaigns, Pandey's portfolio includes numerous other memorable advertisements. His work for Fevicol, Cadbury, and Asian Paints transformed these brands into household names. The Fevicol bus advertisement, the "Kuch Khaas Hai" Cadbury campaign, and the "Har Ghar Kuch Kehta Hai" Asian Paints campaign all became cultural touchstones. He also created the Vodafone pug campaign with the tagline "Wherever you go, our network follows".
Pandey's impact extended beyond commercial advertising. He penned the lyrics for "Mile Sur Mera Tumhara," a patriotic anthem promoting national integration. He co-wrote the screenplay for Bhopal Express and appeared in films and campaigns for social causes. He served as the first Asian jury president at the Cannes Lions International Festival of Creativity in 2004.
Pandey received numerous awards, including the Padma Shri in 2016 and the LIA Legend Award in 2024. He was named the most influential man in Indian advertising for eight consecutive years by The Economic Times. His legacy lies not only in his iconic campaigns but also in his ability to connect with people and tell stories that resonated with the heart of India.
