Piyush Pandey was known for his creativity
TNR News Network
Shimla: India’s legendary advertising genius and Padma Shri awardee Piyush Pandey, the man behind some of the country’s most iconic campaigns, including ‘Abki Baar Modi Sarkar’, ‘Do Boond Zindagi Ki’ and ‘Mile Sur Mera Tumhara’, passed away in Mumbai at the age of 70.
Pandey, who was reportedly battling a severe infection, breathed his last in Mumbai, where his final rites will be performed on Friday. His death marks the end of an era in Indian advertising, an industry he shaped for more than four decades with unmatched creativity and emotional storytelling.
Prime Minister Narendra Modi condoled his demise on X, writing, “Piyush Pandey was known for his creativity. He made remarkable contributions to the world of advertising. I will always cherish our conversations over the years. Deeply saddened by his passing. My condolences to his family.”
Joining Ogilvy in 1982, Pandey’s journey from writing radio jingles with his brother Prasoon Pandey to becoming one of the most respected names in global advertising was extraordinary. In 1994, he was nominated to Ogilvy’s board, later becoming its Executive Chairman for India and the Global Chief Creative Officer.
His creative genius defined an era — from Fevicol’s “Tractor Ad” that turned glue into a metaphor for unbreakable bonds, to Cadbury’s “Kuch Khaas Hai Zindagi Mein”, Asian Paints’ “Har Ghar Kuch Kehta Hai”, and Hutch’s “Wherever You Go, Our Network Follows” featuring the lovable pug. Each of these campaigns transcended advertising, entering the collective memory of a generation.
In 2014, Pandey masterminded the BJP’s historic “Abki Baar Modi Sarkar” campaign — designed in just 50 days — which redefined political communication in India. He revealed in an interview that his team created over 200 TV commercials, 100 radio ads, and more than 100 print creatives during that period, with the slogan’s simple conversational tone designed to connect emotionally with common citizens.
His social campaigns, including the timeless “Do Boond Zindagi Ki” for the Pulse Polio initiative, touched millions and helped drive life-saving public awareness.
Over his illustrious career, Pandey received numerous accolades, including the Padma Shri in 2016 and the LIA Legend Award in 2024 for lifetime contribution to global advertising.
Piyush Pandey’s words, ideas and campaigns will continue to echo in India’s collective consciousness, a creative voice that taught a nation how to dream, smile, and connect through storytelling, said Nidhi Arora, an advertising executive.
