Piyush Pandey, the Padma Shri recipient and a transformative figure in Indian advertising, has passed away at the age of 70. Pandey, who served as the Chief Creative Officer Worldwide and Executive Chairman India of Ogilvy, leaves behind a legacy of shaping Indian advertising with a distinct, culturally resonant voice. He had reportedly been in a coma for around a month before his death. His funeral will be held on October 25.

Pandey's career in advertising began in 1982 when he joined Ogilvy as a client servicing executive, initially working on the Sunlight detergent brand. After six years, he transitioned to the creative side, where he crafted iconic campaigns for brands like Luna moped, Fevicol, Cadbury, and Asian Paints. Within three years, he rose to Creative Director and then National Creative Director, joining the board of directors in 1994.

Under his leadership, Ogilvy India became the largest advertising agency in India and was recognized as one of the most creative offices within the Ogilvy network worldwide. Pandey's work moved Indian advertising away from Westernized tones, rooting it in the country's culture, language, and emotions. His philosophy was that good advertising should touch hearts and not just impress minds.

Some of his most memorable campaigns include Fevicol ads like "Todo Nahi, Jodo" and the "bus stuck with Fevicol" ad, Cadbury Dairy Milk's "Kuch Khaas Hai," Vodafone's ZooZoo, and Asian Paints' "Har Ghar Kuch Kehta Hai". He also shaped political advertising, including the BJP's 2014 campaign with the slogan "Abki Baar Modi Sarkar". He collaborated with Amitabh Bachchan on the Polio Abhiyaan campaign.

Pandey's contributions have earned him numerous awards, including being named the most influential man in Indian advertising for eight consecutive years by The Economic Times. In 2000, the Ad Club of Mumbai voted his Fevikwik commercial the commercial of the century and his Cadbury work the campaign of the century. He was also named Asia's Creative Person of the Year at the Media Asia Awards 2002. He is the only Indian to win a double gold at Cannes for his Cancer Patients Association anti-smoking campaign and a triple grand prize at the London International Awards. In 2016, he received the Padma Shri, the first person from Indian advertising to be so honored. In 2024, he was presented with the LIA Legend Award.

In September 2023, Pandey transitioned to the role of Chief Advisor at Ogilvy, after serving as Chief Creative Officer. Ogilvy India is considered one of the most creative offices in the Ogilvy worldwide network.

Piyush Pandey's legacy extends beyond advertising campaigns. He shaped a generation of advertising professionals and left an indelible mark on India's cultural landscape. His ability to connect with the masses through simple, emotional storytelling made him a true icon of Indian advertising.