Piyush Pandey, the legendary advertising icon who gave Indian ads their distinct local flavour and emotional depth, passed away on Thursday at the age of 70.
For over four decades, Pandey embodied the spirit of Ogilvy India and the essence of Indian advertising. With his unmistakable moustache, hearty laugh, and deep connection to the Indian audience, he transformed commercials from elitist, English-driven showcases into heartfelt stories rooted in everyday life.
A storyteller who shaped India’s ad culture
Born in Jaipur, Pandey began his creative journey long before he joined Ogilvy in 1982. From voicing radio jingles with his brother Prasoon Pandey to dabbling in cricket and tea tasting, he brought a blend of curiosity and grit into every role he took. But it was advertising where he discovered his true calling.
His campaigns became cultural milestones — Asian Paints’ “Har khushi mein rang laaye,” Cadbury’s “Kuch Khaas Hai,” Fevicol’s iconic “Egg” commercial, and Hutch’s pug ad all became part of India’s collective memory. He was also the mind behind Prime Minister Narendra Modi’s 2014 election slogan “Ab ki baar, Modi sarkar,” a phrase that defined an era in Indian political advertising.
Awards, humility, and legacy
Despite his towering achievements, Pandey remained humble, often calling himself a “team player” rather than a visionary. “A Brian Lara can’t win for the West Indies alone,” he once said, crediting his team for every success.
Under his leadership, Ogilvy India became one of the most celebrated creative agencies worldwide. In 2018, he and Prasoon Pandey made history as the first Asians to receive the Cannes Lions’ Lion of St. Mark for lifetime achievement. He also earned honours like the CLIO Lifetime Achievement Award (2012) and the Padma Shri, becoming the first Indian advertising professional to do so.
Ideas that spoke to the heart
Pandey believed advertising should connect emotionally, not just intellectually. “No audience is going to see your work and say, ‘How did they do it?’ They will say, ‘I love it,’” he once said.
From biscuit jingles to national campaigns, his work blended simplicity, humour, and empathy — leaving behind not just advertisements, but stories that will continue to inspire generations.
