Piyush Pandey, one of the most influential figures in India’s marketing and creative communications industry, died on today at the age of 70 after battling a serious infection.
Born in 1955 in Jaipur, Rajasthan, Pandey rose from modest beginnings to become the Executive Chairman (India) and Global Chief Creative Officer of Ogilvy India. His work reshaped the language of Indian advertising—moving away from imported styles and bringing in warm, cultural storytelling that resonated deeply across languages and regions.
A Legacy of Iconic Campaigns
Pandey’s trademark was his ability to turn everyday Indian moments into memorable brand narratives. Some of his standout campaigns:
- For Fevicol, the “bus stuck” and “egg on the adhesive” ads became cultural touchpoints—humorous, simple and uniquely Indian.
- For Cadbury, the “Kuch Khaas Hai” campaign created emotional warmth and became synonymous with celebration and sharing.
- For Asian Paints, the “Har Ghar Kuch Kehta Hai” series tapped into the sense of home, memory and colour.
- His work extended to politically significant communication too—he is credited with giving the slogan “Ab Ki Baar, Modi Sarkar”.
His campaigns did more than sell—they became part of the social fabric, with phrases, visuals and memories embedded in popular culture.
The Man Behind the Campaigns
Pandey’s early life was shaped in Jaipur. According to reports, he even played cricket in the Ranji Trophy for Rajasthan, and at one time worked as a tea-taster before entering advertising. He joined Ogilvy in 1982 as a client servicing executive, gradually moving into creative roles where his natural storytelling talent came to the fore.
Over decades, he became the face of Indian creative leadership: a champion of local language, culture-rich campaigns, and advertising that felt Indian in voice and vision. He was awarded the Padma Shri in 2016 for his contribution, and in 2024 he received the LIA Legend Award, recognising his lifetime impact.
His personality was as memorable as his work. Industry peers recall his hearty laugh, moustachioed presence and the joy he brought into brainstorming rooms and ad shoots alike.
Response and Farewell
The news of his passing sent ripples across the creative and business worlds. Prime Minister Narendra Modi tweeted:
“Shri Piyush Pandey Ji was admired for his creativity. He made a monumental contribution to the world of advertising and communications. I will fondly cherish our interactions over the years. Saddened by his passing away. My thoughts are with his family and admirers. Om Shanti.”
Leaders across brands, agencies, and creative institutions paid tribute to his legacy—while fans, colleagues and young creatives expressed how his work inspired them personally and professionally.
Why His Contribution Mattered
In a country as diverse as India, where language, culture and context vary wildly from region to region, Pandey managed to craft advertising that spoke to all. He showed that Indian brands could draw from Indian lives rather than just adapt Western formats. His shift towards vernacular voice, emotional depth and humour changed the way Indian advertising was created and consumed. This approach has influenced a generation—and will continue to do so.
His campaigns didn’t just promote—they told stories. They felt human. And in doing so, they changed the relationship between brand and audience.
A Lasting Legacy
Though Piyush Pandey is no longer with us, his work remains alive in everyday conversation—whether someone says “Fevicol”, “Jodo, nahi todo”, “Kuch Khaas Hai” or remembers a poignant Cadbury ad. These are more than slogans—they are part of memory.
For young people interested in advertising, creativity or media, his life serves as a blueprint: observe lived experience, respect culture, marry simplicity with emotion, and strive to tell stories that liPiyush Pandey, one of the most influential figures in India’s marketing and creative communications industry, died on today at the age of 70 after battling a serious infection.
Born in 1955 in Jaipur, Rajasthan, Pandey rose from modest beginnings to become the Executive Chairman (India) and Global Chief Creative Officer of Ogilvy India. His work reshaped the language of Indian advertising—moving away from imported styles and bringing in warm, cultural storytelling that resonated deeply across languages and regions.
A Legacy of Iconic Campaigns
Pandey’s trademark was his ability to turn everyday Indian moments into memorable brand narratives. Some of his standout campaigns:
For Fevicol, the “bus stuck” and “egg on the adhesive” ads became cultural touchpoints—humorous, simple and uniquely Indian.
For Cadbury, the “Kuch Khaas Hai” campaign created emotional warmth and became synonymous with celebration and sharing.
For Asian Paints, the “Har Ghar Kuch Kehta Hai” series tapped into the sense of home, memory and colour.
His work extended to politically significant communication too—he is credited with giving the slogan “Ab Ki Baar, Modi Sarkar”.
His campaigns did more than sell—they became part of the social fabric, with phrases, visuals and memories embedded in popular culture.
The Man Behind the Campaigns
Pandey’s early life was shaped in Jaipur. According to reports, he even played cricket in the Ranji Trophy for Rajasthan, and at one time worked as a tea-taster before entering advertising. He joined Ogilvy in 1982 as a client servicing executive, gradually moving into creative roles where his natural storytelling talent came to the fore.
Over decades, he became the face of Indian creative leadership: a champion of local language, culture-rich campaigns, and advertising that felt Indian in voice and vision. He was awarded the Padma Shri in 2016 for his contribution, and in 2024 he received the LIA Legend Award, recognising his lifetime impact.
His personality was as memorable as his work. Industry peers recall his hearty laugh, moustachioed presence and the joy he brought into brainstorming rooms and ad shoots alike.
Response and Farewell
The news of his passing sent ripples across the creative and business worlds. Prime Minister Narendra Modi tweeted:
“Shri Piyush Pandey Ji was admired for his creativity. He made a monumental contribution to the world of advertising and communications. I will fondly cherish our interactions over the years. Saddened by his passing away. My thoughts are with his family and admirers. Om Shanti.”
Leaders across brands, agencies, and creative institutions paid tribute to his legacy—while fans, colleagues and young creatives expressed how his work inspired them personally and professionally.
Why His Contribution Mattered
In a country as diverse as India, where language, culture and context vary wildly from region to region, Pandey managed to craft advertising that spoke to all. He showed that Indian brands could draw from Indian lives rather than just adapt Western formats. His shift towards vernacular voice, emotional depth and humour changed the way Indian advertising was created and consumed. This approach has influenced a generation—and will continue to do so.
His campaigns didn’t just promote—they told stories. They felt human. And in doing so, they changed the relationship between brand and audience.
A Lasting Legacy
Though Piyush Pandey is no longer with us, his work remains alive in everyday conversation—whether someone says “Fevicol”, “Jodo, nahi todo”, “Kuch Khaas Hai” or remembers a poignant Cadbury ad. These are more than slogans—they are part of memory.
For young people interested in advertising, creativity or media, his life serves as a blueprint: observe lived experience, respect culture, marry simplicity with emotion, and strive to tell stories that linger.
Today we bid farewell to a creative giant, but we also celebrate a life that changed how India sees its brands—and how brands see India. Piyush Pandey’s journey from Jaipur to the boardrooms of Ogilvy reflects not only personal achievement, but the evolution of Indian advertising itself.
