Piyush Pandey, the iconic figure who reshaped Indian advertising by connecting with the country's masses, passed away on October 24, 2025, at the age of 70. Pandey's career was marked by an extraordinary ability to tap into the Indian psyche, creating campaigns that resonated deeply with people from all walks of life. He moved away from Westernized advertising, and instead used local languages, humor, and emotions to connect with the Indian audience.

Born in Jaipur, Rajasthan, on September 5, 1955, Pandey's journey to becoming an advertising legend was unconventional. He played Ranji Trophy cricket for Rajasthan and worked as a tea taster before joining Ogilvy & Mather (O&M) in 1982 as a client servicing executive. His first ad was a print campaign for Sunlight Detergent. After six years, he transitioned to the creative department, where he crafted iconic ads for brands like Luna moped, Fevicol, Cadbury, and Asian Paints.

Pandey's genius lay in his understanding of the Indian culture and his ability to weave stories that reflected the everyday lives of ordinary people. His campaigns were not just about selling products; they celebrated Indian life, language, and identity. He understood that advertising was about connecting, understanding, and celebrating the human experience.

Some of Pandey's most memorable campaigns include:

• Fevicol: Pandey made three iconic ads for Pidilite Industries Ltd, the "Fevicol Bus, Fevicol Fish, fevicol sofa" campaigns. The humorous and relatable ads showcased the brand's strong adhesive qualities in everyday situations.
• Cadbury Dairy Milk: The "Kuch Khaas Hai" campaign, featuring a girl dancing on a cricket field, became synonymous with the brand's association with joy and celebration. It encouraged adults to enjoy Cadbury Dairy Milk as a grown-up treat, moving beyond its image of being just a children's product.
• Asian Paints: The "Har Ghar Kuch Kehta Hai" campaign focused on celebrating the essence of 'home'. The ad resonated with audiences and strengthened Asian Paints' image as a brand that connects emotionally with people and their living spaces.
• Vodafone: The "You and I" campaign, featuring a pug following a boy everywhere, became a symbol of friendship and connectivity. The ad highlighted the message: “Wherever you go, our network follows."
• Pulse Polio: The "Do Boond Zindagi Ke" campaign, featuring Amitabh Bachchan, was instrumental in creating awareness about the pulse polio campaign in India.

Pandey's influence extended beyond commercial advertising. He penned the lyrics for "Mile Sur Mera Tumhara," a national integration anthem. He also crafted the slogan "Abki Baar, Modi Sarkar" for the BJP's 2014 election campaign, which became a widely recognized catchphrase.

Throughout his career, Pandey received numerous awards and accolades. He was named the most influential man in Indian advertising for eight consecutive years by The Economic Times. In 2016, he was awarded the Padma Shri, India's fourth-highest civilian award. In 2018, he and his brother Prasoon Pandey won the Lion of St Mark Award at the Cannes Lions International Advertising Festival. In 2024, he received the LIA Legend Award.

Piyush Pandey's legacy extends beyond advertising campaigns and awards. He transformed the Indian advertising landscape, giving it a distinct voice rooted in the country's culture, language, and emotion. He leaves behind a body of work that will continue to inspire and influence generations of advertising professionals.