The Indian advertising industry is mourning the loss of Piyush Pandey, the creative genius behind some of the country's most iconic and beloved advertising campaigns. Pandey passed away on October 23 at the age of 70, leaving behind a legacy that has shaped the way brands communicate with Indian consumers.
For over four decades, Pandey was the face of Ogilvy & Mather India, transforming the agency into a creative powerhouse. He joined Ogilvy in 1982 and made a mark with his first advertisement for Sunlight Detergent. After six years, he joined the company's creative department and created notable advertisements for Fevicol, Cadbury, Asian Paints, Luna Moped, and Fortune Oil. His work broke away from conventional advertising practices, connecting with the hearts and minds of the Indian audience by using local flavor, emotion, and authenticity.
Pandey's campaigns were more than just product promotions; they became cultural phenomena, deeply embedded in India's social fabric. Some of his most memorable creations include the "Kuch Khaas Hai" campaign for Cadbury Dairy Milk, which repositioned the chocolate as a treat for all ages. The Fevicol ads, known for their humor and relatability, also became a household favorite. Another iconic campaign was the Hutch pug ad, with its simple message "wherever you go, our network follows". The ad featuring a loyal little dog following a boy everywhere captured India's heart and redefined how brands connected emotionally with audiences. Asian Paints' "Har Khushi Mein Rang Laye" also stands out as a campaign that resonated deeply with Indian values.
Beyond commercial advertising, Pandey also contributed significantly to social causes. His work on polio vaccination, featuring Amitabh Bachchan and the tagline "Do Boond Zindagi Ke," is considered a benchmark for cause-related advertising. He also created campaigns for the Cancer Patients Aid Association and other public health initiatives, demonstrating his commitment to using advertising for social good. Moreover, Pandey ventured into political communication and penned the slogan “Abki Baar Modi Sarkar” for the Bharatiya Janata Party in the 2014 general elections.
Pandey's contributions to the advertising world have been widely recognized. He served as the first Asian jury president at the Cannes Film Festival in 2004. In 2012, he received the CLIO Lifetime Achievement Award, and in 2016, he was awarded the Padma Shri, the first Indian ad professional to receive the national honor. In 2018, he and his brother, filmmaker Prasoon Pandey, were the first Asians to receive the Lion of St. Mark at the Cannes Lions International Festival of Creativity.
Piyush Pandey's legacy extends beyond awards and accolades. He gave Indian advertising its voice, encouraging the industry to embrace its own language and be unapologetically Indian. He was a storyteller who could take the ordinary and make it unforgettable, connecting with millions of hearts through his emotionally resonant campaigns.
Union Finance Minister Nirmala Sitharaman said, "A titan and legend of Indian advertising, he transformed communication by bringing everyday idioms, earthy humor, and genuine warmth into it". Raj Nayak, founder of House of Cheer Networks, remembered Pandey as "the man who gave Indian advertising its true voice and vernacular pride".
Pandey stepped down as Executive Chairman of Ogilvy India in 2023, taking on an advisory role. His last rites will be performed in Mumbai.
