Veteran advertising legend Piyush Pandey, known as the creative mind behind iconic campaigns for Fevicol, Cadbury, and Asian Paints, passed away on Friday at the age of 70. He had been suffering from an infection, and his last rites were held at Shivaji Park in Mumbai.
For nearly four decades, Piyush Pandey shaped the face of Indian advertising. He served as the Chief Creative Officer Worldwide and Executive Chairman India at Ogilvy, one of the world’s top advertising agencies. Pandey joined Ogilvy in 1982, writing his first ad for Sunlight Detergent. Six years later, he entered the creative department and went on to create unforgettable campaigns that became a part of India’s pop culture — from Fevicol’s witty “Jor laga ke Haisha” to Cadbury’s heartwarming celebrations and Asian Paints’ colourful storytelling.
Under his leadership, Ogilvy India remained the number one advertising agency for 12 years in The Economic Times’ Agency Reckoner survey. In recognition of his contribution to the industry, he received the Padma Shri in 2016.
Piyush Pandey was not just a creative genius but also a storyteller at heart. He wrote the lyrics for the iconic national song “Mile Sur Mera Tumhara”, which celebrated India’s unity in diversity. He also co-wrote the screenplay for the film “Bhopal Express” and even made his acting debut in John Abraham’s “Madras Cafe” (2013).
Tributes have poured in from all corners — from advertising veterans to politicians and business leaders. Finance Minister Nirmala Sitharaman described him as “a titan and legend of Indian advertising who brought warmth, humor, and Indian flavor into communication.”
In 2023, Pandey gracefully stepped away from active work, leaving behind a powerful legacy and an unmistakable moustache that became his trademark.
Piyush Pandey will always be remembered as the voice and soul of Indian advertising, a man who turned simple ideas into timeless emotions.
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