India lost one of its most celebrated advertising legends on Thursday, as Piyush Pandey, the creative genius who redefined Indian advertising with his warmth, wit, and cultural insight, passed away at the age of 70, reportedly due to a severe infection.
The news sparked condolences from across the country, including from Prime Minister Narendra Modi, who paid tribute to Pandey’s monumental contribution to the world of communication.
Born and raised in Jaipur, Pandey’s journey was as remarkable as his campaigns. Before joining the world of advertising, he was a cricketer who represented Rajasthan in the Ranji Trophy, showcasing his competitive spirit and love for the game.
In 1982, he joined Ogilvy India, and over the next four decades, he built campaigns that resonated deeply with the Indian populace.
His work was known for speaking the language of the people, celebrating everyday life, and reflecting the humor and contradictions of India’s diverse society.
Pandey’s campaigns became a part of the national consciousness.
From the joy of a girl dancing on the cricket field in Cadbury Dairy Milk’s ‘Kuch Khaas Hai’, to the iconic Fevicol ad showing the unbreakable bond of people stuck together, his creations combined humor, emotion, and cultural authenticity.
He also gave life to memorable campaigns for Asian Paints’ ‘Har Ghar Kuch Kehta Hai’, Google India’s emotional ‘Reunion’, Vodafone’s ZooZoos and Pug mascot, and the polio awareness initiative ‘Do Boond Zindagi Ki’ with Amitabh Bachchan.
Beyond advertising, Pandey’s voice and creativity became part of India’s patriotic fabric.
He wrote and sang ‘Mile Sur Mera Tumhara’, a national integration anthem that remains an iconic celebration of India’s diversity and unity.
Released in the late 1980s, the song brought together voices from across the country, blending languages, cultures, and music styles to highlight the spirit of national unity.
Pandey’s efforts not only gave India unforgettable campaigns but also inspired generations to embrace the country’s pluralistic ethos.
Under his leadership, Ogilvy India became the country’s most awarded and creatively dominant agency. In 2019, he was appointed Chief Creative Officer Worldwide and Executive Chairman, India, before taking on the role of Chief Advisor in 2024.
His contributions earned him the Padma Shri in 2016 and the LIA Legend Award in 2024, cementing his legacy as one of India’s most influential cultural figures.
PM Modi expressed his condolences on X, saying, “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.”
Piyush Pandey leaves behind a legacy of creativity, patriotism, and an enduring connection with the heart of India, inspiring advertisers, artists, and citizens alike.
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