Piyush Pandey, Iconic Indian Ad Guru, Passes Away at 70

A Creative Legend Departed

Piyush Pandey's Legacy in Advertising

Shimla: Renowned Indian advertising maestro and Padma Shri recipient Piyush Pandey, celebrated for his groundbreaking campaigns such as ‘Abki Baar Modi Sarkar’, ‘Do Boond Zindagi Ki’, and ‘Mile Sur Mera Tumhara’, has passed away in Mumbai at the age of 70.

Pandey succumbed to a severe infection, with his final rites scheduled for Friday in Mumbai. His passing signifies the conclusion of a remarkable chapter in Indian advertising, a field he influenced for over forty years through his unparalleled creativity and emotional narratives.

Prime Minister Narendra Modi expressed his sorrow on social media, stating, “Piyush Pandey was a creative force. His contributions to advertising were significant. I will always treasure our discussions over the years. I am deeply saddened by his loss and extend my condolences to his family.”

Joining Ogilvy in 1982, Pandey's remarkable journey began with writing radio jingles alongside his brother Prasoon Pandey, eventually leading him to become a prominent figure in global advertising. By 1994, he was appointed to Ogilvy’s board and later served as its Executive Chairman for India and Global Chief Creative Officer.

His creative brilliance shaped an era, exemplified by campaigns like Fevicol’s “Tractor Ad,” which cleverly used glue as a metaphor for unbreakable relationships, and Cadbury’s “Kuch Khaas Hai Zindagi Mein.” Other notable works include Asian Paints’ “Har Ghar Kuch Kehta Hai” and Hutch’s memorable “Wherever You Go, Our Network Follows,” featuring the charming pug. These campaigns transcended mere advertising, embedding themselves in the cultural memory of a generation.

In 2014, he orchestrated the BJP’s landmark “Abki Baar Modi Sarkar” campaign, crafted in just 50 days, which transformed political communication in India. He disclosed in an interview that his team produced over 200 TV commercials, 100 radio ads, and more than 100 print creatives during this time, with a slogan designed to resonate emotionally with the public.

Pandey's social initiatives, particularly the impactful “Do Boond Zindagi Ki” for the Pulse Polio campaign, reached millions and significantly raised public awareness about health issues.

Throughout his illustrious career, Pandey garnered numerous awards, including the Padma Shri in 2016 and the LIA Legend Award in 2024 for his lifetime contributions to global advertising.

Nidhi Arora, an advertising executive, remarked that Piyush Pandey’s words, ideas, and campaigns will continue to resonate within India’s collective memory, as he inspired a nation to dream, smile, and connect through storytelling.