The Man Who Sold India Its Stories: Advertising Legend Piyush Pandey Passes Away at 70

Padma Shri awardee and Ogilvy India stalwart Piyush Pandey, the creative force behind iconic campaigns from Fevicol to “Abki Baar Modi Sarkar,” breathed his last in Mumbai.

Oct 2025 : Veteran advertising guru Piyush Pandey, widely regarded as one of India’s most influential figures in the advertising world, passed away on Friday morning in Mumbai at the age of 70. Known for his profound understanding of Indian audiences and his ability to weave everyday emotions into compelling campaigns, Pandey leaves behind a legacy that shaped the country’s advertising landscape for over four decades.

Born in Jaipur in 1955, Pandey’s early life was a blend of cricket, music, and creative exploration. He played for Rajasthan in the Ranji Trophy, and alongside his brother, filmmaker Prasoon Pandey, he lent his voice to radio jingles for soaps, incense sticks, and other everyday products. Sister Ila Arun, a celebrated singer, also added a creative dimension to the family’s artistic milieu.

Pandey’s journey into advertising officially began at age 27, when he joined Ogilvy India in 1982. At a time when advertising in India was dominated by English-heavy campaigns and elite sensibilities, Pandey introduced a revolutionary approach: campaigns rooted in Indian culture, emotion, and everyday life. Over the years, he became synonymous with brands that India grew up with. His trademark moustache became a familiar sight in boardrooms and ad festivals alike, but Pandey always emphasized humility, often describing himself as part of a team rather than its star. “A Brian Lara can’t win for the West Indies alone,” he once remarked, likening advertising to a team sport.

Under Pandey’s leadership, Ogilvy India transformed into one of the world’s most awarded agencies, nurturing generations of creative talent. Along with his brother Prasoon, he became the first Asian recipients of the Lion of St. Mark at the Cannes Lions Festival in 2018, a lifetime achievement award recognizing their role in taking Indian creativity global.

Pandey’s philosophy was simple yet profound: advertising should touch hearts, not just minds. “Somewhere, you need to touch the hearts,” he said. “No audience is going to see your work and say, ‘How did they do it?’ They will say, ‘I love it’.” His campaigns were a masterclass in simplicity, authenticity, and cultural resonance, leaving an indelible mark on Indian advertising.

Some of Pandey’s most memorable campaigns include:

• Fevicol & Fevikwik: Legendary campaigns such as “Todo Nahi, Jodo”, Fevicol Sofa, and the iconic bus ad that humorously demonstrated the glue’s strength.
• Cadbury Dairy Milk: “Kuch Khaas Hai”, celebrating small joys in everyday life.
• Asian Paints: “Har Ghar Kuch Kehta Hai”, connecting families’ emotions to their homes.
• Vodafone (Hutch): The quirky ZooZoo and the unforgettable “Bhai, Hutch Hai Na!” campaign.
• Bajaj: “Hamara Bajaj”, which became a symbol of aspiration for millions.
• Political campaigns: Most notably, the BJP’s 2014 campaign, featuring the tagline “Abki Baar Modi Sarkar”, demonstrating the power of simple, resonant messaging in mobilizing mass engagement.

In addition, Pandey collaborated with iconic personalities such as Amitabh Bachchan for social initiatives like the Polio Abhiyaan, blending creativity with social impact. He also co-wrote the 1988 anthem “Mile Sur Mera Tumhara”, highlighting India’s cultural unity through music.

His creative genius extended to the big screen as well, with contributions to projects like Bhopal Express, showcasing his versatility beyond traditional advertising.

Pandey received numerous accolades, including the Padma Shri in 2016 and the LIA Legend Award in 2024, affirming his enduring impact on the industry. Even as he stepped down as Executive Chairman of Ogilvy India in 2023 to take on an advisory role, his influence continued to guide the next generation of advertisers.

Despite his global recognition, Pandey remained grounded, often attributing success to observation and empathy. “The best ideas come from the street, from life, from listening,” he said—a philosophy evident in every campaign he created.

Pandey’s death follows reports that he had been battling a serious infection, although the exact cause remains undisclosed. The funeral is scheduled in Mumbai, with tributes pouring in from across the country, including the Bhaskar family, on whose board Pandey served as an independent director for ten years.

In his lifetime, Piyush Pandey did more than create advertisements; he gave India a language of its own, capturing the humor, warmth, and aspirations of its people. From the playful charm of Fevicol ads to the patriotic resonance of political campaigns, his work transcended marketing to become part of the cultural fabric of the nation.

As India bids farewell to a visionary who transformed its advertising narrative, his words and creations continue to inspire: simple stories, heartfelt emotions, and authentic connections remain the hallmarks of his genius. Pandey may have left the world, but his ideas, campaigns, and philosophy will endure for generations.

Team Maverick expresses heartfelt condolences on the passing of Piyush Pandey.

A visionary, a storyteller, and a true pioneer of Indian advertising, Piyush Pandey leaves behind a legacy that touched millions of hearts. His creativity, humility, and dedication to the craft have inspired generations of professionals and enriched the cultural fabric of our nation.

We mourn his loss and extend our deepest sympathies to his family, friends, and all those whose lives he impacted through his work. His stories, campaigns, and spirit will continue to inspire for years to come.