Piyush Pandey, the Indian advertising legend behind some of the country's most iconic and memorable campaigns, has passed away at the age of 70. Pandey, who revolutionized Indian advertising with his storytelling and emotion-driven campaigns, had been suffering from an infection. His last rites will be performed at 11 am at Shivaji Park in Mumbai.
For over four decades, Pandey was a prominent figure at Ogilvy India, and in the advertising industry as a whole. With his deep understanding of Indian culture, he transformed advertising from English-speaking showcases into stories rooted in the country's everyday life and emotions. He joined Ogilvy in 1982, stepping into an English-dominated industry at the age of 27 and went on to change its language, tone, and soul forever.
Born in Jaipur in 1955, Pandey had diverse interests. He played Ranji Trophy cricket for Rajasthan and worked briefly as a tea taster before dedicating himself to advertising. He completed his schooling at St. Xavier's School, Jaipur, and earned a postgraduate degree in History from St. Stephen's College, Delhi. His family was deeply rooted in the arts, with his siblings including film director Prasoon Pandey and singer-actor Ila Arun.
Pandey's work includes memorable campaigns for brands like Fevicol, Cadbury, and Asian Paints. Some of his most iconic creations include Cadbury's 'Kuch Khaas Hai', Asian Paints' 'Har Khushi Mein Rang Laye', and the Vodafone ad featuring the pug. His ability to blend creativity with insight into Indian culture made every campaign relatable and memorable. In 2014, he created the slogan “Ab ki baar, Modi sarkar,” for Prime Minister Narendra Modi's election campaign, which became a widely recognized political catchphrase.
Piyush Pandey served as Ogilvy's Chief Creative Officer Worldwide and Executive Chairman India. He received the LIA Legend Award in 2024 and the Padma Shri in 2016. The Sunlight Detergent print ad was the first advertisement he ever wrote.
The advertising world mourns the loss of a visionary who transformed ordinary campaigns into storytelling masterpieces. Tributes have poured in from industry leaders and public figures. Union Commerce Minister Piyush Goyal described Pandey as “a phenomenon in the world of advertising,” adding that his creative genius redefined storytelling, giving unforgettable and timeless narratives. Businessman Suhel Seth shared an emotional note, calling Pandey "a true patriot and a wonderful human being". Filmmaker Hansal Mehta also paid tribute, saying, "The Fevicol bond has broken. The ad world has lost its glue today".
