In a shocking blow to India’s advertising landscape, Piyush Pandey—the visionary adman whose witty, heartfelt campaigns turned everyday brands into cultural icons—passed away this morning at the age of 70. Known for infusing desi humor and emotional storytelling into commercials that resonated across generations, Pandey’s death marks the end of an era for creative excellence in Indian business communication. He succumbed to complications from a prolonged infection after a month-long battle, leaving behind a legacy that has shaped how brands connect with consumers.
Born into a family of creatives—Pandey was the brother of renowned folk singer Ila Arun and celebrated lyricist Prasoon Pandey—his journey began far from the spotlight. A graduate in English literature from St. Stephen’s College, Delhi, Pandey initially dabbled in acting and writing before finding his true calling in advertising. Joining Ogilvy & Mather in 1982 as an account executive, he penned his first script for Sunlight Detergent, a humble start that belied the creative revolution to come. By 1988, he had transitioned to the creative department, rising to become Executive Chairman of Ogilvy India and Chief Creative Officer Worldwide. Under his stewardship, Ogilvy India clinched the top spot in The Economic Times’ Agency Reckoner survey for an astonishing 12 consecutive years, a testament to his transformative leadership.
What set Pandey apart was his uncanny ability to blend Indian ethos with universal appeal, making ads not just sell products but evoke emotions. His campaigns didn’t just advertise; they became part of India’s collective memory, driving brand loyalty and business growth in ways few could match. Here’s a glimpse into some of his most unforgettable creations:
- Fevicol’s “Jod Hai To Dosti Hai”: The glue giant’s ads, featuring unbreakable bonds in absurdly humorous scenarios—like a goat refusing to budge from a bench—cemented Fevicol as synonymous with stickiness. These spots didn’t just boost sales; they redefined humor in advertising, turning a commodity into a household hero.
- Cadbury Dairy Milk’s “Kuch Khaas Hai Zindagi” and “Pappu Pass Ho Gaya”: Pandey’s chocolatey magic captured life’s little joys, from a girl’s carefree dance to a family’s celebratory mithai moment after exam results. These campaigns propelled Cadbury’s market share skyward, proving that emotional connect trumps hard sell every time.
- Asian Paints’ “Har Ghar Kuch Kehta Hai”: With its poetic nod to homes whispering stories, this series humanized the paint industry, associating colors with family narratives and festive vibes. It wasn’t just about walls—it was about walls that witnessed life.
- Vodafone’s Pug Campaign (formerly Hutch’s “Wherever You Go, Our Network Follows”): The adorable pug chasing its young master became a symbol of loyalty, helping Vodafone dominate telecom branding during India’s mobile boom.
- Kotak Mahindra Bank’s “Common Sense Banking” Launch (2003): Partnering with founder Uday Kotak, Pandey positioned the bank as refreshingly straightforward, laying the groundwork for its rise as a financial powerhouse.
Beyond commercials, Pandey’s influence extended to public service and politics. He crafted the pulse polio campaign’s “Do Boond Zindagi Ke” jingle, contributing to India’s polio eradication efforts, and penned the iconic “Abki Baar Modi Sarkar” slogan for BJP’s 2014 election victory. A Padma Shri recipient in 2016, he also dabbled in films, acting in Madras Cafe (2013) and co-writing the screenplay for Bhopal Express. As lyricist for the unifying anthem “Mile Sur Mera Tumhara,” he championed India’s diversity.
The outpouring of grief from the business and creative worlds has been swift and profound. Union Finance Minister Nirmala Sitharaman hailed him as a “titan and legend” who revolutionized communication with “everyday idioms, earthy humor, and genuine warmth.” Uday Kotak, reflecting on their 2003 collaboration, called Pandey an “amazing out-of-the-box thinker and a humble person,” adding, “I will miss him dearly.” Author and columnist Suhel Seth, a close friend, mourned the loss of “not just a great advertising mind but a true patriot and fine gentleman,” quipping that “now the heavens will dance to Mile Sur Mera Tumhara.”
As tributes flood in, the advertising fraternity reflects on a man who democratized creativity—eschewing jargon for the language of the streets. In an industry increasingly dominated by data and algorithms, Pandey’s human touch reminds us that the best business stories are those that touch the soul. His last rites will be held tomorrow at 11 a.m. at Shivaji Park, Mumbai, where admirers from across sectors are expected to pay homage.
Piyush Pandey didn’t just create ads; he created conversations that built brands and bridged hearts. In a world of fleeting trends, his work endures—a sticky, sweet reminder of advertising’s power to inspire and unite. Rest in peace, ad guru. India will forever hum your tunes.
Business Connect India mourns the loss of a creative colossus whose innovations fueled countless business successes. Our thoughts are with his family and the Ogilvy family.
