Piyush Pandey: The Man Who Gave India Its Advertising Voice

The world of Indian advertising bid farewell to one of its greatest visionaries — Piyush Pandey, who passed away at the age of 70. Known for blending everyday Indian life with creative brilliance, Pandey’s work redefined how brands communicated with people. From humour and simplicity to emotional storytelling, he made advertising both relatable and unforgettable.

Early Life and Journey into Advertising

Born in Jaipur, Rajasthan, in 1955, Piyush Pandey’s early years were far removed from the advertising world. He once worked as a tea taster and played cricket at the Ranji Trophy level for Rajasthan before finding his true calling. His entry into Ogilvy & Mather in 1982 marked the start of an iconic career that would transform the face of Indian marketing forever.

Pandey’s advertising style was rooted in the Indian way of life — colourful, emotional, humorous, and real. Unlike the Western-inspired ads of the 1980s, his campaigns spoke in local languages, used familiar faces, and reflected everyday moments that ordinary Indians could relate to.

Legendary Campaigns and Iconic Work

Piyush Pandey’s portfolio includes some of the most beloved campaigns in Indian advertising history:

• Fevicol – “Fevicol ka Jod”: This campaign turned a simple adhesive brand into a household name, symbolising unbreakable strength. The iconic “Bus full of people held together” imagery became a cultural reference.
• Cadbury Dairy Milk – “Kuch Khaas Hai”: A young girl dancing on a cricket field after a win showcased the joy and innocence of celebration. The campaign changed how Indians looked at chocolate — no longer a child’s treat, but a part of every celebration.
• Asian Paints – “Har Khushi Mein Rang Laye”: This series captured the idea that colours are part of every emotion, making the brand synonymous with happiness and togetherness.
• Vodafone ZooZoos: Whimsical and fun, these white animated characters became cultural icons, proving Pandey’s ability to blend creativity with mass appeal.
• Political Campaign – “Ab Ki Baar Modi Sarkar”: Pandey’s influence even reached political communication, with his catchy and effective slogan shaping one of India’s most impactful election campaigns.

Every campaign carried a signature Pandey element — authenticity. He believed advertising should be “inspired by life, not by theory,” and his work reflected that perfectly.

Awards, Recognition, and Legacy

Over four decades, Piyush Pandey became a living legend of advertising. He was honoured with numerous awards, including the Padma Shri in 2016 for his contribution to the arts and communication industry.

He was the first Asian to serve as jury president at the Cannes Lions Festival, highlighting his influence on global advertising. As Executive Chairman and Creative Director at Ogilvy India, and later its Chief Advisor, Pandey mentored countless professionals who went on to lead creative agencies worldwide.

Internationally, he received the London International Awards (LIA) Legend Award, further establishing his legacy as a global creative powerhouse.

The Man Behind the Ideas

Despite his fame, Piyush Pandey remained humble and deeply connected to his roots. His colleagues described him as a mentor, friend, and “storyteller with a big heart.” He was known for his infectious laugh, distinctive moustache, and his ability to make people believe in the power of ideas.

He often said, “Good advertising is like good storytelling — if people don’t remember the story, they won’t remember the brand.” This belief became the foundation for his timeless campaigns.

Tributes and Emotional Farewell

Following his passing, tributes poured in from across industries — from advertising veterans and Bollywood stars to political leaders and business icons. Many remembered him not just for his work, but for his warmth, mentorship, and creative generosity.

Industry peers called him “the soul of Indian advertising.” Celebrities who worked with him, like Amitabh Bachchan and Akshay Kumar, remembered his unmatched ability to bring emotions alive on screen. Business leaders like Anand Mahindra praised his “irrepressible zest for life” and his ability to connect with every Indian household.

His decision to live a low-profile life, despite enormous fame, symbolised his character — grounded, sincere, and guided by creativity rather than glamour.

The End of an Era

With Piyush Pandey’s passing, Indian advertising has lost not just a creative genius but its most authentic storyteller. He taught brands to speak in the language of the people, to celebrate simplicity, and to find beauty in everyday life.

His ads didn’t just sell products — they told stories, evoked emotions, and created memories that still live in the hearts of millions.

Piyush Pandey’s legacy will continue to inspire generations of advertisers who believe that creativity is not about slogans, but about connecting with people through truth, warmth, and emotion.

As the curtains fall on his illustrious career, one thing remains certain — Indian advertising will forever carry the imprint of Piyush Pandey’s genius.

Om Shanti.
A storyteller, a mentor, and the man who made India fall in love with its own voice.