India
Indian Advertising Legend Piyush Pandey Passes Away at 70: The Indian advertising industry has lost one of its most iconic figures. Piyush Pandey (5 September 1955 – 24 October 2025), the creative force who transformed the face of Indian advertising and gave it an indigenous voice, passed away on October 23 at the age of 70.
Pandey, who served as Chief Creative Officer Worldwide and Executive Chairman India of Ogilvy, was celebrated for his unmatched storytelling and deep understanding of India’s cultural fabric. He was the recipient of the Padma Shri (2016) and the LIA Legend Award (2024), honors that reflected his decades-long influence on creativity and communication.
A Journey from Jaipur to Global Advertising Fame
Born in Jaipur in 1955 into a large family of nine children, Piyush Pandey’s journey was as remarkable as the ads he created. A former Ranji Trophy player for Rajasthan and a tea taster before joining advertising, he studied at St. Xavier’s School, Jaipur, and completed his post-graduation in history from St. Stephen’s College, Delhi.
Pandey’s entry into the advertising world began humbly in 1982 when he joined Ogilvy & Mather (O&M) as a client servicing executive. His first written ad was for Sunlight Detergent, but destiny had larger plans. Within six years, he moved into the creative department and went on to craft some of India’s most memorable campaigns.
The Mastermind Behind India’s Most Iconic Campaigns
Over a career spanning more than four decades, Pandey redefined Indian advertising by blending creativity with authenticity and emotion. Under his leadership, Ogilvy India became the country’s top agency for 12 consecutive years, consistently setting creative benchmarks.
Among his most famous campaigns were:
- Fevicol – “Bus”, “Fish”, “Sofa” – timeless depictions of Indian humor and resilience.
- Cadbury Dairy Milk – “Kuch Khaas Hai Zindagi Mein.”
- Vodafone’s Pug and ZooZoos – redefining brand recall and charm.
- Asian Paints – “Har Ghar Kuch Kehta Hai.”
- Fevikwik – “Todo Nahin, Jodo.”
- Polio Campaign with Amitabh Bachchan – driving mass awareness for public health.
- BJP’s 2014 campaign – “Abki Baar Modi Sarkar” and “Achche Din Aane Wale Hain.”
- Google Reunion, Bell Bajao, and Incredible India – storytelling that transcended advertising.
He also contributed to the patriotic anthem “Mile Sur Mera Tumhara”, a song that remains a symbol of India’s unity in diversity.
Awards, Accolades, and a Global Legacy
Pandey’s list of awards is as long as his career. Named India’s Most Influential Advertising Professional by The Economic Times for eight consecutive years, he earned international recognition as Asia’s Creative Person of the Year (2002).
He was the first Asian Jury President at the Cannes Lions Festival and helped Ogilvy India win 25 Lions during his tenure. His Fevikwik ad was voted Commercial of the Century, and his Cadbury work became Campaign of the Century.
Pandey received the Clio Lifetime Achievement Award (2012) and, alongside his brother Prasoon Pandey, the St. Mark’s Lion for Lifetime Achievement at Cannes (2018) — a first for Indian creatives.
In 2019, he was elevated to the role of Worldwide Chief Creative Officer at Ogilvy, marking the pinnacle of a career that inspired generations of advertisers across continents.
An Author, Actor, and Mentor
Beyond advertising, Piyush Pandey was a man of many talents. He authored two insightful books — “Pandeymonium” (2015) and “Open House with Piyush Pandey” (2022) — that offered glimpses into his creative process and philosophy.
He also appeared in films and campaigns, including a role in Madras Café (2013), showcasing his versatility and enduring charm.
A Creative Soul Who Humanized Brands
Piyush Pandey’s genius lay in his ability to make brands speak in the language of ordinary Indians — earthy, humorous, and deeply emotional. He once said, “Advertising is about the common man — his dreams, his struggles, and his smile.”
He humanized advertising in India, bridging the gap between creativity and culture. His work taught an entire generation that authenticity, not imitation, is the heart of great storytelling.
The End of an Era
As India mourns his loss, the advertising fraternity celebrates his legacy — one that turned jingles into memories and slogans into cultural idioms.
Piyush Pandey’s life was a masterclass in creativity rooted in Indian identity. His ads didn’t just sell products; they sold emotions.
His passing marks the end of an era — but his words, ideas, and spirit will continue to inspire the next wave of storytellers who dare to dream in Hindi, think in Indian idioms, and create for the heart of Bharat.
