Piyush Pandey, a name synonymous with Indian advertising, changed how brands spoke to a nation. From the heart of Jaipur to leading Ogilvy India, Pandey transformed creativity with ads for Fevicol, Cadbury, and political campaigns like “Ab ki baar Modi sarkar,” reflecting real people, everyday emotions, and India’s unique voice. He passed away in October 2025 at the age of 70, leaving behind a lasting legacy in authentic brand storytelling and the power of connecting culture with commerce.
Piyush Pandey’s Early Life and Journey into Indian Advertising
The Man Who Gave Indian Brands Their Own Voice
Global Recognition and Industry Impact
Remembering Piyush Pandey: Tributes from Leaders and Peer
What His Legacy Means for Business and Branding
Piyush Pandey’s Early Life and Journey into Indian Advertising
Born in Jaipur in 1955, Piyush Pandey had a rather unconventional path into advertising. Before the world knew him for memorable campaigns, he played first-class cricket for Rajasthan, worked as a tea-taster and even did construction-site jobs.
In 1982, he joined Ogilvy India (then Ogilvy & Mather India) as a client-services executive. Within a few years, he shifted into creative, and by the mid-1990s, he was helping transform the agency into one of India’s creative powerhouses.
The Man Who Gave Indian Brands Their Own Voice
Fevicol Advertisement
Pandey’s big contribution to advertising was how he made brands speak India’s language, culturally rooted, emotionally real, and widely relatable. Some of his campaigns became part of everyday memory:
- For adhesive brand Fevicol, his ads, like the bus-stuck or fishing-net ones, turned into pop-culture catch-phrases.
- For the chocolate brand Cadbury– “Kuch Khaas Hai”.
- For the paint company Asian Paints– “Har Khushi Mein Rang Laye”. He also worked with several other big names such as Ponds, Bajaj and Vodafone.
He was also credited with making the 2014 campaign slogan “Ab ki baar Modi sarkar”, showcasing how advertising and politics sometimes intersect.
Global Recognition and Industry Impact
His work didn’t just win local praise; it drew global recognition too. He was honoured with the national civilian award, Padma Shri in 2016. In 2018, he and his brother became the first Asians to receive the Lion of St. Mark at the Cannes Lions International Festival of Creativity Academy.
Under his leadership, Ogilvy India was repeatedly ranked number one in agency surveys. He became a mentor to countless professionals, and his philosophy emphasised that the best ideas are born from “ordinary people’s lives”, not just boardroom brainstorming.
Remembering Piyush Pandey: Tributes from Leaders and Peer
On 24 October 2025, the advertising world lost Piyush Pandey. He passed away in Mumbai at the age of 70 after suffering from a serious infection. His funeral was scheduled for 25 October at Shivaji Park, Mumbai.
Tributes poured in from across the industry and beyond. Prime Minister Narendra Modi called Pandey’s contribution “monumental”. Industrialist Anand Mahindra described him as a friend whose “irrepressible zest for life” was memorable.
What His Legacy Means for Business and Branding
Pandey’s legacy is especially relevant for business media and marketing professionals today. He re-imagined how Indian consumers could be addressed, not as market segments, but as real people with culture, humour and emotion.
In an era where digital metrics, data-driven ads and global templates often dominate, his work serves as a reminder: authenticity matters. Brands that tap into local language, place and emotion create much stronger bonds than those chasing flashiness.
For business leaders, marketers and startups, three lessons stand out:
- Understand your audience’s language: Whether regional dialect or cultural reference, he showed that speaking their voice wins.
- Simplicity wins: The best ads weren’t overloaded; they were memorable and anchored in everyday life.
- Build brands that last: His campaigns didn’t just sell a product, they became part of cultural memory.
Final Thoughts
Piyush Pandey was more than an ad-maker; he was a storyteller who helped Indian brands speak with authenticity and scale. His passing marks the end of an era, but his influence remains deeply embedded in how Indians consume, remember and talk about brands.
For business media and for anyone in the world of branding or marketing, his career offers both inspiration and challenge: how do you today create a brand voice that people remember, as Pandey’s work proves, not just as an ad, but as a part of their lives?
FAQs
Who was Piyush Pandey?
Piyush Pandey was a legendary Indian advertising professional known for transforming how brands communicate with audiences. Born in Jaipur in 1955, he led Ogilvy India and created iconic campaigns for brands like Fevicol, Cadbury, and Asian Paints.
When did Piyush Pandey pass away?
Piyush Pandey passed away on 24 October 2025 in Mumbai at the age of 70. His funeral was held at Shivaji Park, Mumbai, on 25 October 2025.
How did Piyush Pandey start his career in advertising?
He joined Ogilvy India in 1982 as a client-services executive. Soon after, he moved into creative roles and played a key role in transforming Ogilvy India into a creative powerhouse by the mid-1990s.
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