Piyush Pandey, who gave India its most unforgettable ads, passes away at 70

Veteran adman Piyush Pandey passes away at 70; he shaped India's advertising for over 40 years with iconic campaigns and emotional storytelling that touched hearts nationwide

Veteran advertising professional Piyush Pandey passed away on Friday morning at the age of 70. Known as one of India’s most influential figures in the advertising industry, Pandey was credited with creating some of the country’s most iconic campaigns. 

 

For over 40 years, the Padma Shri recipient was the face of Ogilvy India, shaping the country’s advertising landscape. Recognisable by his trademark moustache, he had an uncanny understanding of Indian consumers. Pandey revolutionised advertising by moving away from English-heavy campaigns to stories that resonated with everyday life and emotions in India.

 

From Jaipur to advertising fame

 

Born in 1955 in Jaipur, Piyush Pandey once played cricket for Rajasthan in the Ranji Trophy. He was the brother of filmmaker Prasoon Pandey and singer Ila Arun. His journey in advertising began early, while still in school, he participated in radio ads and, alongside his brother, lent his voice and sang for products like soaps, incense sticks and locks.

 

Before joining Ogilvy in 1982, Pandey explored different careers, including cricket, tea tasting and construction. At 27, he entered an industry dominated by English and elite sensibilities and quickly reshaped it. Campaigns for brands such as Asian Paints (“Har khushi mein rang laaye”), Cadbury (“Kuch Khaas Hai”), Fevicol, and Hutch became part of India’s everyday life.   

 

A transformative career at Ogilvy

 

Pandey began his partnership with Ogilvy India in 1982. In January 2024, he moved to an advisory role after serving as chairman global creative and executive chairman.

 

Despite his towering influence, Pandey remained humble. When colleagues equated Ogilvy India’s brand with his own, he said, "I don't take such comments seriously. The day you take it seriously, you take yourself seriously. The day you take yourself seriously, then you can start winding up."

 

He added, "I believe that I am a product of Ogilvy. I believe that my success is based on a lot of team members of mine who are products of Ogilvy. Together, we win because we have a great team. A Brian Lara cannot win for the West Indies alone, despite being the best in the world. Then, who am I? I have succeeded to whatever extent I have because of the amazing team I have. The teams have changed over the many years but each one of them is a rockstar and they make me look good."

 

Under his guidance, Ogilvy India became one of the world’s most awarded agencies, nurturing generations of creative talent. In 2018, Pandey and his brother Prasoon became the first Asians to receive the Lion of St. Mark at the Cannes Lions Festival, a lifetime achievement honour recognising their role in bringing Indian creativity to the global stage.

 

He was also awarded the Lifetime Achievement Award from CLIO Awards in 2012 and became the first advertising professional to receive the Padma Shri in 2016. Beyond advertising, he wrote "Mile Sur Mera Tumhara" (1988), co-wrote the screenplay for Bhopal Express, and crafted political slogans like “Ab ki baar, Modi sarkar” in 2014.

Leaders mourn passing of Piyush Pandey

 

Prime Minister Narendra Modi and Finance Minister Nirmala Sitharaman expressed their condolences following the death of Piyush Pandey.

 

In a post on X, PM Modi said, "Shri Piyush Pandey Ji was admired for his creativity. He made a monumental contribution to the world of advertising and communications. I will fondly cherish our interactions over the years. Saddened by his passing away. My thoughts are with his family and admirers. Om Shanti."

 

  Finance Minister Nirmala Sitharaman posted on X, "Saddened to hear of the passing of Shri Piyush Pandey. A titan and legend of Indian advertising, he transformed communication by bringing everyday idioms, earthy humor, and genuine warmth into it..." 

A legacy that will endure

 

Pandey believed advertising should touch hearts, not just minds. He championed work rooted in emotion and authenticity, advising young creatives against blindly following trends or technology. “Somewhere, you need to touch the hearts,” he said. “No audience is going to see your work and say, ‘How did they do it?’ They will say, ‘I love it.’”

 

Even as the advertising world evolved, his influence remained profound. When he stepped down as Executive Chairman of Ogilvy India in 2023, it marked the end of a remarkable chapter. Pandey always believed the best ideas come “from the street, from life, from listening.” 

 

Through this philosophy, he left India not just with great ads but with a language and approach uniquely its own.