Piyush Pandey, the creative genius behind iconic Indian advertisements, passes away at 70

It’s the end of an era as Priyush Pandey, often called the architect of Indian advertising, has passed away. Pandey died on Friday at the age of 70. The creative visionary transformed Indian advertising in the 1990s and set a template that is emulated nearly four decades on.

For over four decades, Pandey stood as the face of Ogilvy India - and of Indian advertising itself. Pandey, with his trademark moustache and booming laugh, was known to have a deep understanding of the Indian consumer and created ads which were deeply rooted in Indian ethics. The ads became iconic and moved things in Indian advertising, which, before Pandey, was restricted to only an English-speaking audience.

Early beginnings of Piyush Pandey

Born in Jaipur, Pandey’s first tryst with advertising came early, when he and his brother Prasoon voiced radio jingles for everyday products. Before joining Ogilvy in 1982, he dabbled in cricket, tea tasting, and construction work. But it was at Ogilvy that he found his calling - and went on to redefine Indian advertising.

Pandey is credited with iconic ads which were deeply rooted in Indian sentiments. At 27, he had entered an industry which was dubbed as elitist and strictly English-speaking. It was Pandey who was able to mould a new structure and gave India campaigns like Asian Paints’ “Har khushi mein rang laaye”, Cadbury’s “Kuch Khaas Hai”, Fevicol’s iconic “Egg” film.

Most of the ads created by Pandey became part of daily conversation and subsequently an essential part of pop culture.

Awards and adulations

Under his leadership, Ogilvy India became one of the most awarded agencies in the world. In 2018, he and his brother Prasoon Pandey became the first Asians to receive the Lion of St. Mark - Cannes Lions’ lifetime achievement honour — for taking Indian advertisement on global stage.

Pandey was also the first Asian jury president at the Cannes Film Festival in 2004. He later received the CLIO Lifetime Achievement Award (2012) and was honoured with the Padma Shri, becoming the first person from Indian advertising to get the honour.

PM Modi and others pay rich tributes to Piyush Pandey

As the stalwart passed away, politicians, industrialists and others took to social media to pay rich tribute to him.

PM Modi, whose campaign tagline in 2014- “Ab ki baar, Modi Sarkaar”- was coined by Piyush Pandey, wrote a rich tribute for the creative genius.

“Shri Piyush Pandey Ji was admired for his creativity. He made a monumental contribution to the world of advertising and communications. I will fondly cherish our interactions over the years. Saddened by his passing away. My thoughts are with his family and admirers. Om Shanti.”

In a post on X, Union Finance Minister Nirmala Sitharaman said, "A titan and legend of Indian advertising, he transformed communication by bringing everyday idioms, earthy humour, and genuine warmth into it."

"Have had opportunities to interact with him on various occasions. Heartfelt condolences to his family, friends, and the entire creative fraternity. His legacy will continue to inspire generations," Sitharaman added.

"Sad that Piyush Pandey leaves us. He launched Kotak Mahindra Bank with a campaign in 2003, describing banking as “common sense”. Amazing out-of-the-box thinker and a humble person. He weaved creativity with an Indian context. Will miss him," Kotak Mahindra Bank Founder Uday Kotak said.

Calling Pandey his "dearest friend," author-columnist and adman Suhel Seth said, "India has not lost a just a great advertising mind but a true patriot and a fine fine gentleman. Now the heavens will dance to Mile Sur Mera Tumhara."