The advertising world is in mourning following the passing of Piyush Pandey on Thursday, October 23, 2025, at the age of 70. A veteran of the industry and a creative visionary, Pandey leaves behind a legacy of unforgettable advertising campaigns that have become ingrained in India's cultural fabric.

Pandey, the Chief Creative Officer Worldwide and Executive Chairman India of Ogilvy, is widely regarded as the man who gave Indian advertising its soul. He championed a distinctively Indian voice, moving the industry away from Westernized tones and helping it discover a rhythm rooted in the country's culture, language, and emotions.

Born in Jaipur, Pandey's journey into advertising began in 1982 when he joined Ogilvy as a client servicing executive, initially working on the Sunlight detergent brand. Within six years, he transitioned to the creative department, where his storytelling talent flourished. Pandey often reminisced about his early advertising experiences, including voicing radio jingles with his brother, Prasoon, for everyday products. Before joining Ogilvy, he explored cricket, tea tasting, and construction.

Over his illustrious career, Pandey crafted some of India's most iconic and memorable advertising campaigns. These include:

• Cadbury Dairy Milk's "Kuch Khaas Hai": This campaign broke stereotypes by showcasing chocolate as a treat for all ages, featuring a young woman dancing on a cricket field.
• Fevicol's "Fevicol ka Jod": Pandey transformed an ordinary adhesive into a cultural icon with humorous ads depicting unbreakable bonds, such as the crowded bus held together by Fevicol.
• Asian Paints' "Har Ghar Kuch Kehta Hai": This campaign celebrated Indian homes and emotions, shifting the focus from product-centric messaging to heartfelt storytelling.
• BJP's 2014 Election Campaign "Abki Baar Modi Sarkar": Pandey created a simple, memorable slogan that resonated across India, demonstrating the power of strategic communication in shaping public sentiment.
• Vodafone's Zoozoos: These quirky, lovable creatures captured the hearts of millions and became synonymous with the Vodafone brand.

Pandey believed that advertising should connect with people on an emotional level. "Somewhere, you need to touch the hearts," he often said, a principle that guided his strategy, storytelling, and craft. He encouraged his team to observe life, understand people, and create campaigns that resonated with the masses.

His work didn't just win awards; it became a part of India's cultural memory. Pandey's influence extended beyond brands, as he helped shape political campaigns and social awareness initiatives, such as the polio eradication program with Amitabh Bachchan.

Pandey's contribution to the advertising industry has been widely recognized. He was named the most influential man in Indian advertising for several years by The Economic Times. His awards and accolades include:

• Padma Shri (2016)
• LIA Legend Award (2024)
• Asia's Creative Person of the Year (2002)
• Lifetime Achievement Award by the Advertising Agencies Association of India (2010)
• Clio Lifetime Achievement Award (2012)
• Lion of St. Mark at the Cannes Lions International Festival of Creativity (2018, with his brother Prasoon Pandey)

In September 2023, Pandey transitioned from his role as Executive Chairman of Ogilvy India to an advisory position. He leaves behind a legacy that has shaped Indian advertising and inspired countless storytellers. His work has left an enduring mark on the industry, and his influence will continue to be felt for generations to come.