The Indian advertising world woke up to heartbreaking news on Friday. Piyush Pandey, the man who gave India some of its most iconic ad campaigns, passed away at the age of 70. He was known as the face and voice of Indian advertising. His last rites will be performed on Saturday.
For many, Piyush Pandey was not just a name; he was a creative force who changed how India thought, felt, and communicated through ads. From Fevicol’s witty storytelling to Cadbury’s heartfelt charm, his words and ideas shaped an entire generation of advertising.
The Voice Of Indian Advertising
Piyush Pandey’s journey in advertising began over four decades ago. He joined Ogilvy in 1982 and wrote his first advertisement for Sunlight Detergent. Six years later, he stepped into the creative department — and there was no looking back.
Under his leadership, Ogilvy India produced timeless campaigns for Fevicol, Asian Paints, Cadbury, Luna Moped, and Fortune Oil, among others. His ads weren’t just promotional—they were emotional connections with everyday Indians. Pandey’s brilliance lay in simplicity. He understood the pulse of the people, blending humor, warmth, and emotion effortlessly.
Under his guidance, Ogilvy India was ranked the No.1 agency for 12 consecutive years in The Economic Times’ Agency Reckoner survey.
The Cause Of His Death
Piyush Pandey had been suffering from an infection for several days. Despite his illness, those close to him say he remained his usual optimistic self, talking about new ideas and ongoing projects until the very end.
His passing leaves an irreplaceable void in Indian advertising—a space that will always echo with his famous Fevicol tagline, “Fevicol ka mazboot jod hai, tootega nahi.”
His Legacy And Achievements
Piyush Pandey’s work has earned him numerous accolades, including the Padma Shri in 2016 for his contributions to the world of advertising and communication. He also served as Chief Creative Officer Worldwide and Executive Chairman (India) at Ogilvy, a position that reflected his unmatched stature in the creative world. Beyond the boardroom, Pandey was a storyteller, a mentor, and an inspiration to young creatives. He was known for saying, “An idea doesn’t come from a brief—it comes from life.”
A Creative Soul Beyond Advertising
Few people know that Pandey also explored acting and music. He made his acting debut in the 2013 John Abraham film Madras Cafe and appeared in the Magic Pencil Project Videos for ICICI Bank.
He was also the lyricist of “Mile Sur Mera Tumhara”, one of India’s most iconic songs promoting unity in diversity.
Pandey even co-wrote the screenplay for Bhopal Express, proving that creativity for him had no boundaries.
Tributes Pour In For Piyush Pandey
Tributes have been pouring in from across industries — business, politics, cinema, and of course, advertising.
Prime Minister Narendra Modi also mourns the loss of the advertising legend. Union Finance Minister Nirmala Sitharaman called him “a titan and legend of Indian advertising” who brought “earthy humor and genuine warmth” to communication.
Kotak Mahindra Bank founder Uday Kotak remembered him for his campaign that launched the bank in 2003.
He wrote, “He was an out-of-the-box thinker who wove creativity with an Indian context. Will miss him dearly.”
Author and columnist Suhel Seth called him his “dearest friend,” adding that India has lost not just a great advertising mind but also “a true patriot and a fine gentleman.”
Final Goodbye
As the industry bids farewell to Piyush Pandey, his words, campaigns, and creative genius will continue to live on. From laughter-filled Fevicol ads to emotional Cadbury moments, his legacy will forever remain a part of India’s cultural fabric. For millions, he wasn’t just an ad man. He was the man who made advertising truly Indian.
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