Advertising legend Piyush Pandey passed away on Friday at the age of 70. He was the creative mind behind iconic campaigns for Fevicol, Cadbury, and Asian Paints. Pandey had been battling an infection, and his last rites will be held on Saturday in Mumbai.
For nearly four decades, Piyush Pandey served as the Chief Creative Officer and Executive Chairman of Ogilvy India. Under his leadership, Ogilvy India became one of the most respected agencies in the world. His creativity and cultural sensitivity transformed advertising from a mere tool for selling products into stories that reflected the emotions and everyday life of the country. Campaigns like Fevicol’s strong bond, Cadbury’s sweet moments, and Asian Paints’ colorful celebrations showcased his extraordinary storytelling abilities.
Pandey received numerous national and international honors, including the Padma Shri, the CLIO Lifetime Achievement Award, and the LIA Legend Award. He also made history as the first Asian jury president at the Cannes Film Festival. His guiding principle was that good advertising should touch hearts, not just impress minds. This philosophy guided his work from biscuit commercials to political campaigns, including the 2014 election slogan for Prime Minister Narendra Modi, “Ab ki baar, Modi sarkar.”
Pandey’s contributions extended beyond advertising into film and media. He appeared in the 2013 John Abraham-starrer Madras Cafe and ICICI Bank’s Magic Pencil Project videos. He was also the lyricist of Mile Sur Mera Tumhara, a song that promoted national integration and unity in diversity.
His passing has been mourned by leaders across business, advertising, and politics, including Union Finance Minister Nirmala Sitharaman and Kotak Mahindra Bank founder Uday Kotak. Author and columnist Suhel Seth remembered him as not just a great advertising mind, but a true patriot and an exceptionally dignified person.
Piyush Pandey’s creativity, humanity, and cultural insight elevated Indian advertising to new heights. His legacy will remain unforgettable and continue to inspire generations to come.
