The Indian advertising world is mourning the loss of Piyush Pandey, the creative genius behind some of the nation's most iconic and memorable ad campaigns. Pandey, who passed away at the age of 70, leaves behind a legacy that has shaped the landscape of Indian advertising and political messaging. He is particularly remembered for crafting the impactful political slogan, "Ab ki baar, Modi sarkar" (This time, a Modi government), which played a significant role in the 2014 election campaign of Prime Minister Narendra Modi.
Piyush Pandey's journey in advertising began in 1982 when he joined Ogilvy India. Over nearly four decades, he rose to become the Chief Creative Officer Worldwide and Executive Chairman India of Ogilvy, transforming the agency into one of the most globally recognized creative powerhouses. Pandey's work broke away from the industry's reliance on English, incorporating Hindi and colloquial idioms to give advertising a distinctly Indian voice.
Pandey's ability to connect with the Indian audience through culturally relevant and emotionally resonant messaging made him a legend in the advertising world. His portfolio includes iconic campaigns for brands like Fevicol, Cadbury, Asian Paints, and Vodafone. "Kuch Khaas Hai" for Cadbury, "Har Khushi Mein Rang Laye" for Asian Paints, and the Vodafone pug ad are just a few examples of his work that have become cultural touchstones in India.
Beyond commercial advertising, Pandey's creative prowess extended to social campaigns, including a Polio awareness drive with Amitabh Bachchan. However, it was his creation of the slogan "Ab ki baar, Modi sarkar" that catapulted him to national fame. The slogan captured the public sentiment and contributed significantly to the BJP's 2014 election victory. The phrase became a household phrase, demonstrating Pandey's ability to distill complex political messages into simple, memorable taglines.
According to an interview, the BJP approached Pandey and Ogilvy with the task of creating a campaign centered around Narendra Modi's image. Research indicated that Modi had a very strong image. Pandey explained that the line "Ab ki baar, Modi sarkar" was a simple line, the way people normally talk. He emphasized that a line is nothing until you give it context. The campaign successfully integrated traditional media with digital advertising, creating a widespread impact.
In 2018, Pandey and his brother, Prasoon Pandey, were the first Asians to receive the Lion of St. Mark at the Cannes Lions International Festival of Creativity, a lifetime achievement honor. He was also the first Asian jury president at the Cannes Film Festival in 2004 and received the CLIO Lifetime Achievement Award in 2012. The Indian government awarded him the Padma Shri in 2016.
Piyush Pandey's death marks the end of an era in Indian advertising. His work transformed the industry, giving it a unique Indian voice and making advertising a reflection of the country's culture and emotions. The slogan "Ab ki baar, Modi sarkar" remains a case study in integrated marketing and political advertising, demonstrating the power of culturally relevant messaging. Prime Minister Narendra Modi has paid tribute to Pandey, acknowledging his contribution to the world of advertising and communication.
