Piyush Pandey, the Creative Titan Who Gave Indian Advertising Its Soul, Passes Away at 70
Bhubaneswar, Oct 24: Piyush Pandey, the legendary adman who transformed Indian advertising into a mirror of everyday life, passed away on Thursday at the age of 70.
Known for his iconic moustache, booming laughter, and unmatched storytelling, Pandey was the face of Ogilvy India for over four decades.
Born in Jaipur, Pandey’s journey into advertising was unconventional — from cricket and tea tasting to construction work, before joining Ogilvy & Mather in 1982. He broke the English-dominated mold of the industry, championing regional languages and relatable narratives.
His campaigns for Asian Paints (“Har khushi mein rang laaye”), Cadbury (“Kuch Khaas Hai”), Fevicol, and Hutch’s pug (“You and I”) became cultural touchstones. Pandey’s work wasn’t just creative — it was deeply Indian.
In 2004, he became the first Asian jury president at Cannes Lions. He later received the CLIO Lifetime Achievement Award, the Padma Shri, and the Lion of St. Mark — the highest honor at Cannes, shared with his brother Prasoon Pandey.
Beyond brands, Pandey shaped political messaging too, penning the unforgettable slogan “Ab ki baar, Modi sarkar” in 2014. His philosophy was simple: “Good advertising should make people smile, think, and feel.”
As tributes pour in, one sentiment echoes across the industry — Piyush Pandey didn’t just make ads. He made India see itself differently.
