Adman Piyush Pandey dies at 70 after revolutionising Indian advertising

Piyush Pandey, the legendary advertising executive who transformed Indian marketing with his innovative and culturally resonant campaigns, passed away on 23 October at the age of 70. According to a statement from Ogilvy, where he served as Executive Chairman for India and South Asia, Pandey was "battling an infection that took a serious turn" before passing away peacefully on Thursday morning. 

Born in Jaipur in 1955 into a family of nine children, Pandey was a multifaceted talent— a former Ranji Trophy cricketer, screenwriter, and the creative mind behind some of India's most memorable ads, including Cadbury's "Kuch meetha ho jaaye" and Fevicol's enduring "Dum laga ke haisha" series.

What is surprisingly missing from his obituaries published today is the fact that he conceptualised Narendra Modi's 2014 campaign, "Achchhe din aane waale hain!"

Pandey's work not only elevated brands but also captured the essence of Indian life, earning him the Padma Shri in 2016 and global acclaim as the first Indian to preside over the Cannes Lions jury in 2004. Tributes poured in from Prime Minister Narendra Modi and industry peers, highlighting his legacy in blending creativity with the Indian ethos.

Early life and entry into advertising

Piyush Pandey was born in Jaipur in 1955 into a large family of nine children. His siblings included notable figures in the arts, such as singer Ila Arun and ad filmmaker Prasoon Pandey. He pursued higher education at St. Stephen's College, Delhi, where he earned an MA. Before entering advertising, Pandey was a talented cricketer, representing Rajasthan in the Ranji Trophy. His passion for storytelling led him to join Ogilvy & Mather in 1982 as a copywriter, a move that would redefine Indian advertising. Starting from humble beginnings, Pandey rose through the ranks, becoming the agency's creative director and eventually its Executive Chairman for India and South Asia.

Pandey's early career was marked by a shift from traditional advertising to campaigns that resonated with Indian audiences through humour, emotion, and cultural relevance. He once reflected on his journey in interviews, noting how his upbringing in a large family influenced his ability to connect with diverse groups. His brother Prasoon Pandey collaborated with him on several iconic ads, forming a dynamic sibling duo in the industry.

Iconic contributions to Indian advertising

Pandey's creative genius shone through in campaigns that became cultural touchstones. For Cadbury Dairy Milk, he crafted the "Kuch meetha ho jaaye" tagline, transforming chocolate from a children's treat to a symbol of celebration for all ages. The ads, featuring everyday Indians dancing in joy, boosted Cadbury's market share and won numerous awards. Similarly, his work for Fevicol, with the "Dum laga ke haisha" series, used witty, relatable scenarios to highlight the adhesive's strength, making it a household name. Other notable campaigns include Asian Paints' "Har ghar kuch kahta hai" and Pidilite's "Fevikwik" ads, which showcased his knack for blending humour with product messaging.

In politics, Pandey coined the BJP's 2014 slogan "Ab ki baar Modi sarkaar," which played a pivotal role in Narendra Modi's election victory. His contributions extended beyond commercials; he served as a mentor at advertising schools and was honoured with the Cannes Lions Lifetime Achievement Award in 2018. Ogilvy's statement noted: "Piyush Pandey passed away on October 23 after battling an infection that took a serious turn."

The BJP campaign became such a buzzword in political advertisements that several parties, including the then-election strategist Prashant Kishor-advised JD(U) campaign in Bihar in 2015, where he altered it to "Ab ki baar Nitish-e Kumar!"

Tributes from leaders and peers

Prime Minister Narendra Modi paid tribute on X, stating: "Piyush Pandey Ji revolutionised the world of advertising, blending creativity with Indian ethos like no other. His work will continue to inspire generations to come. His warmth and simplicity will be missed. Condolences to his family, friends and admirers. Om Shanti." Industry leaders echoed this sentiment. David Ogilvy India CEO Kunal Jeswani said: "Piyush was more than a leader; he was the soul of Indian advertising."

Bollywood figures like Amitabh Bachchan, who worked with Pandey on campaigns, remembered him as "a genius storyteller." His family, including sister Ila Arun, mourned the loss, with Arun stating: "Piyush was the creative heart of our family." The advertising community observed a moment of silence at events, recognising his role in elevating Indian ads globally.

Legacy

Pandey's legacy lies in democratising advertising, making it accessible and reflective of India's diversity. He mentored generations at Ogilvy, where he spent over four decades, and his campaigns generated billions in revenue for brands. As the first Indian to head the Cannes Lions jury, he put India on the global map. His death comes at a time when Indian advertising is embracing digital innovation, a shift he championed in later years.

The industry estimates that his work influenced over 50 iconic brands, shaping consumer culture. As tributes continue, Pandey's ethos—creativity rooted in Indian values—remains a guiding light for aspiring ad professionals.