Advertising‘s North Star, Piyush Pandey, Dies at 70
In a profound loss to India’s creative landscape, the advertising world has lost its North Star. Piyush Pandey, the legendary adman, Padma Shri recipient, and the undisputed architect of modern Indian advertising, passed away today at the age of 70. For decades, he was the storyteller-in-chief of a nation in flux, the man who taught brands how to speak not just to Indians, but like Indians.
To say Pandey’s passing marks the end of an era would be an understatement. It marks the silencing of a voice that defined the aspirations, quirks, and emotions of a billion people. As the long-serving creative head at Ogilvy India, Pandey didn’t just write copy; he wrote culture.
The Man Who Gave Indian Advertising an Indian Voice
Before Piyush Pandey, Indian advertising was largely a colonial hangover—stiff, formal, and often a poor imitation of its Western counterparts. Pandey shattered that mould. Armed with a deep understanding of India’s heartland, a love for cricket, and an unparalleled knack for storytelling, he infused advertising with the rustic charm, colloquial humour, and authentic soul of the country. He gave brands a Hindi-first, emotion-led vocabulary that connected instantly.
A Legacy of Iconic Campaigns
His body of work reads like a highlight reel of India’s most cherished memories. His genius lay in finding the extraordinary in the ordinary, creating campaigns that became cultural touchstones:
- Cadbury’s “Kuch Khaas Hai”: The image of the girl dancing with unbridled joy on a cricket pitch became a symbol of liberation and pure happiness.
- Fevicol: Masterclasses in minimalist storytelling, campaigns like the overloaded bus and the unbreakable egg conveyed product strength without a single word of dialogue.
- “Mile Sur Mera Tumhara”: He was a key creative force behind this national integration anthem, a timeless classic that still evokes goosebumps.
- Asian Paints’ “Har Ghar Kuch Kehta Hai”: This campaign transformed a paint company into a curator of family memories and emotional connections.
- “Abki Baar Modi Sarkar”: He also coined the defining slogan for the BJP’s 2014 campaign, a testament to his ability to capture the public mood in a few powerful words.
From Jaipur to Global Chief Creative Officer
Born in Jaipur, Pandey’s journey was as remarkable as his campaigns. He joined Ogilvy & Mather in 1982 as a client servicing executive before his true calling as a copywriter was discovered. He rose through the ranks to become the Executive Chairman and Chief Creative Officer of Ogilvy South Asia and eventually the Chief Creative Officer Worldwide, a testament to his global impact.
His influence extended far beyond his own work. He mentored a generation of writers and creative directors, encouraging them to find inspiration not in London or New York, but in the bustling lanes and quiet villages of India.
With his trademark walrus moustache and booming voice, Piyush Pandey was more than an adman. He was a cultural ethnographer, a social commentator, and a master craftsman of emotion. The storyteller may have fallen silent, but his stories—etched into the fabric of Indian pop culture—will continue to resonate. The void he leaves is immeasurable.
