Advertising legend Piyush Pandey passed away on Friday, October 24, 2025, at the age of 70. Pandey, a veteran advertising professional, was known as one of India's most influential figures in the advertising industry. He was credited with creating some of the country's most iconic campaigns and shaped India's advertising landscape for over 40 years. Pandey had been suffering from an infection. His last rites will be held in Mumbai.
Born in Jaipur, Pandey's journey into advertising began early, as he and his brother Prasoon lent their voices to radio jingles for everyday products. Before joining Ogilvy in 1982, he explored diverse fields like cricket, tea tasting, and construction. He joined Ogilvy & Mather India (now Ogilvy India) as a trainee account executive and later moved into the creative department. Over the years, he ascended to some of the most senior leadership positions in the agency, including National Creative Director, Executive Chairman India, and Global Chief Creative Officer.
Pandey revolutionized advertising by moving away from English-heavy campaigns to stories that resonated with everyday life and emotions in India. He had an uncanny understanding of Indian consumers. Pandey's guiding belief was simple: good advertising must touch hearts, not just impress minds.
Pandey's work includes memorable campaigns for brands like Fevicol, Cadbury, Asian Paints and Hutch. His contribution transformed advertising into a cultural phenomenon, making his work instantly recognizable and deeply cherished by the public. Some of his most iconic campaigns include:
- Fevicol: Pandey's work for Fevicol is perhaps his most enduring. The ads, known for their humor and slice-of-life portrayal of Indian families, made Fevicol a household name. The "Lagao Fevicol, Todo Nahin" (Apply Fevicol, Don't Break) campaign emphasized the brand's strength and reliability in a memorable way.
- Cadbury: Pandey revitalized Cadbury's image in India with campaigns that celebrated the joy of everyday moments. The "Kuchh Meetha Ho Jaye" (Let's Have Something Sweet) campaign redefined the brand as a symbol of celebration and happiness, deeply embedding it in the Indian culture.
- Asian Paints: The "Har Ghar Kuchh Kehta Hai" (Every Home Has a Story to Tell) campaign beautifully captured the emotional connection people have with their homes. By showcasing diverse Indian homes and their unique stories, Pandey transformed Asian Paints from just a paint brand to a chronicler of Indian life.
- Hutch/Vodafone: The "You & I" campaign, featuring a young girl and her pug, became a cultural phenomenon. The simple yet heartwarming ads captured the essence of friendship and connection, making Hutch (later Vodafone) a relatable and beloved brand.
Pandey received the Padma Shri award. Despite his towering reputation, Pandey remained grounded. He often described himself as a team player rather than a star.
Condolences are pouring in from industry leaders, agencies, and creative professionals across India and beyond. Many note that Pandey didn't just build campaigns—he helped build a new vocabulary for how brands speak to people in India. His work shaped a generation of creatives and altered how the Indian marketplace understood branding and messaging. He will be remembered not only for his extraordinary body of work but for his mentorship, his humility, and his unmistakable voice in the country's creative narrative.
