The advertising world has lost a true pioneer. Piyush Pandey passed away on 24 October 2025 at the age of 70. Known widely as one of the architects of modern Indian advertising, his death marks the end of an era.
Early Life & Journey Into Advertising
Born in 1955 in Jaipur, Rajasthan, Piyush Pandey’s journey was as unique as his creativity. Before entering advertising, he played first-class cricket for Rajasthan and briefly worked as a tea-taster. In 1982, he joined Ogilvy (India) as a client-servicing executive, and within six years, his talent and instinct for storytelling took him into the creative department — the space where he would redefine Indian advertising for decades to come.
Crafting Iconic Campaigns
Pandey’s hallmark was his ability to blend Indian culture, language, and emotion into powerful narratives that resonated deeply with audiences.
- Fevicol: His campaigns for Fevicol are now part of India’s pop culture — from the “bus ad” to the “fishing village” and “egg” ads — each conveyed humor and relatability while perfectly communicating the product’s strength.
- Cadbury Dairy Milk: The heartwarming “Kuch Khaas Hai Hum Sabhi Mein” campaign changed how Indians saw chocolate — transforming it from a children’s treat into something for everyone.
- Other Notable Campaigns: He also created memorable ads for Asian Paints, Vodafone, and many others. His creativity wasn’t limited to commercial ads — his political slogan “Ab ki baar, Modi sarkar” became a part of the national conversation.
Pandey gave Indian advertising its own soul — moving away from Western mimicry and rooting it in India’s cultural truths, humor, and heart.
Leadership, Recognition & Legacy
At Ogilvy, Pandey rose to become Executive Chairman India and Worldwide Chief Creative Officer, leading one of the world’s most influential creative agencies.
Over the years, he received numerous awards and honors, including the Padma Shri in 2016 for his contribution to the arts and communication industry. In 2024, he was conferred with the LIA Legend Award, recognizing his extraordinary impact on global advertising.
Under his leadership, Ogilvy India became synonymous with creativity and authenticity. Many young creatives whom he mentored went on to shape the next generation of Indian advertising.
The Void He Leaves Behind
His passing has left a deep void — not just in the advertising world, but in India’s cultural and creative landscape. Industry leaders, politicians, and artists have poured in tributes remembering him as a visionary who made advertising more human, relatable, and proudly Indian.
Piyush Pandey’s genius lay in his understanding that great advertising doesn’t just sell a product — it tells a story that becomes part of people’s lives.
Why His Work Mattered
- Cultural Connection: His ads spoke in the language of everyday India, reflecting its wit, warmth, and wisdom.
- Authenticity: He celebrated the beauty of Hindi and local languages, showing that emotional truth can be more powerful than flashy production.
- Enduring Impact: His campaigns turned ordinary products into cultural icons. Fevicol wasn’t just glue; it became a metaphor for unbreakable bonds. Cadbury wasn’t just chocolate; it became a symbol of shared joy.
- Mentorship: Pandey inspired a generation of creative professionals to find their own authentic voice — to tell stories that mattered.
Final Thoughts
Piyush Pandey’s departure is a monumental loss. He was not just a creative genius but also a storyteller who captured the essence of India — its humor, simplicity, and spirit.
His legacy will live on every time someone hums “Kuch Khaas Hai,” smiles at a Fevicol ad, or feels pride in seeing Indian creativity stand tall on the global stage.
In an era of fleeting trends, Pandey’s work reminds us that timeless stories, rooted in truth and heart, never fade away.
Piyush Pandey will forever remain the voice and soul of Indian advertising.
