October 25, 2025

Mumbai woke up to sad news early Friday morning as Piyush Pandey, one of India's most legendary advertising figures, passed away at the age of 70. Known as the man who gave Indian ads their true voice, Pandey had moved to an advisory role at Ogilvy, where he previously served as chief creative officer worldwide and executive chairman of Ogilvy India. For over four decades, Pandey spun magic with unforgettable ad campaigns. Who can forget the catchy slogans like 'Hamara Bajaj', 'Chal Meri Luna', 'Har Ghar Kuch Kehta Hain', or the famous 'Fevicol ka Mazboot Jod'? His ads became more than just commercials; they became part of Indian culture and daily life. Born and raised in Jaipur, Pandey’s journey was unique. Before stepping into advertising, he tried playing cricket for Rajasthan and even worked as a professional tea taster! But in 1982, when he joined Ogilvy, it was the start of a shining career he never looked back from. Back in the early '80s, English ruled the advertising scripts. Pandey shook this up by bringing the true Indian voice, using the language and feelings of everyday people — from bustling cities to quiet villages. His ads had charm, humour, and warmth that touched the heart. Ogilvy India, under his creative leadership, became a symbol of brilliance. His long partnerships with big brands like Bajaj Auto, Fevicol, Cadbury, Asian Paints, and Vodafone made some of the most loved ads ever. Asian Paints CEO Amit Syngle shared, “I still remember the first time he recited those lines-we felt goosebumps, it was pure magic. That thought captured the essence of what a home truly means—an emotion, not a possession—and continues to shape the way we connect with people even today.” Pidilite Industries CEO Sudhanshu Vats, whose Fevicol brand became famous thanks to Pandey’s creativity, said, “I will personally treasure our meetings and the laughter riots always filled with his trademark humour and unwavering pulse on the Indian culture and consumer-ultimate bond with the man with a golden heart is timeless.” Pandey was a mentor who inspired many in the creative field with his booming laugh, iconic moustache, and gift to find poetry in everyday life. He believed in simple, clear ideas over complicated jargon and ego. Josy Paul, chief creative officer of BBDO India, said, “Piyush Pandey didn't just revolutionise Indian advertising—he gave it an Indian identity.” He added, “He replaced the 'voice of God' with the sound of the people and turned 70mm cinema into the everyday intimacy of the 21-inch TV screen.” Agnello Dias, cofounder of Spinach Experience Design, summed it up well: “The industry creates a lot of ads today, but Piyush didn't just create ads, he invented advertising as we know it. That is his legacy.” Deepak Iyer, EVP at Mondelez International, said, “Piyush was more than a creative genius, he was a dear friend and inspiration to all of us. His legacy of authenticity, humour, and empathy will continue to inspire every campaign and remind us that the most powerful connections are those made with the heart.” Beyond commercial ads, Pandey also helped many social campaigns like 'Mile Sur Mera Tumhara', voter awareness drives, and the government’s polio campaign. His blend of feeling and clarity made these campaigns unforgettable. With his passing, the advertising world bids farewell to an era where emotion ruled over algorithms, heartbeats mattered more than data points, and stories came straight from the soul. Piyush Pandey might be gone, but his magic will keep inspiring generations to come.

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Tags: Piyush pandey, Indian advertising, Ogilvy, Advertising campaigns, Creative legend, Branding,