The advertising world is mourning the loss of Piyush Pandey, who passed away on October 24, 2025, at the age of 70. A true visionary, Pandey reshaped Indian advertising, lending it a distinct voice and identity rooted in the country's culture, language, and emotions. He was the Chief Creative Officer Worldwide and Executive Chairman India of Ogilvy. Pandey had reportedly been in a coma for around a month before his death.

Born in Jaipur in 1955, Piyush Pandey came from a large family of nine children. His siblings include film director Prasoon Pandey and singer-actor Ila Arun. Before embarking on his advertising journey, Pandey played Ranji Trophy cricket for Rajasthan and worked as a tea taster. He held a post-graduate degree in History from St. Stephen's College, Delhi.

Pandey's advertising career began in 1982 when he joined Ogilvy & Mather India (now Ogilvy India) as a client servicing executive. His first advertising assignment was a print ad for Sunlight detergent. Within six years, he moved to the creative department, where his storytelling abilities flourished. He crafted memorable campaigns for brands like Luna moped, Fevicol, Cadbury, and Asian Paints. By 1994, he had risen to National Creative Director and was nominated to Ogilvy's board of directors.

Pandey is credited with creating some of India's most iconic and beloved advertising campaigns. These include:

• Fevicol: The adhesive brand's campaigns, such as the "bus" and "egg" visuals, became synonymous with unbreakable bonds.
• Cadbury Dairy Milk: The "Kuch Khaas Hai Zindagi Mein" campaign, featuring the dancing girl, deeply resonated with Indian culture. It was voted the commercial of the century by the Ad Club of Mumbai.
• Asian Paints: The "Har Ghar Kuch Kehta Hai" campaign celebrated Indian homes and emotions, shifting advertising away from purely product-centric messaging.
• Vodafone: The ZooZoo campaign gained widespread popularity for its unique and memorable characters.
• Political Advertising: He crafted the "Ab ki baar, Modi sarkar" slogan for the BJP's 2014 election campaign, which became a household phrase.

Pandey's work was characterized by simplicity, emotion, and a deep understanding of Indian ethos. He championed the use of local language and idioms, moving Indian advertising away from Westernized styles. His campaigns spoke to the masses, connecting with them on a personal level.

Throughout his career, Pandey received numerous awards and accolades. The Economic Times named him the "most influential man in Indian advertising" for eight consecutive years. In 2016, he was awarded the Padma Shri by the Government of India for his contributions to advertising and the arts. In 2024, he received the LIA Legend Award. He was the first Asian to chair the film jury at the Cannes Lions International Festival of Creativity in 2004. Pandey and his brother, Prasoon Pandey, won the Lion of St. Mark at the Cannes Advertising Festival in 2018.

In January 2024, Pandey transitioned to the role of Chief Advisor at Ogilvy, after serving as Chief Creative Officer Worldwide and Executive Chairman India. His legacy extends beyond advertising campaigns; he mentored creative executives and shaped the future of advertising in India and beyond.

Piyush Pandey's death marks the end of an era in Indian advertising. He will be remembered as the voice of Indian advertising, a storyteller who captured the hearts and minds of millions. His funeral will be held on October 25 at 5:30 PM.