News India Live, Digital Desk: Fevicol Has broken its stride: The brightest star of the Indian advertising world has set forever today. Piyush Pandey, who immortalized many advertisements with his thinking like ‘Fevicol Ka Jod’, ‘Kuch Khas Hai Zindagi Mein’ and ‘Mile Sur Mera Tumhara’, passed away at the age of 70. He was suffering from an infection for some time. His departure has left such a void in the world of advertising, which will hardly be filled. Piyush Pandey was not just an advertisement maker, he understood the heartbeat of India. At a time when English was dominant in advertisements, Piyush made the language, lifestyle and emotions of the common Indian the hero of his stories. He told that advertisements can be made not only to sell goods but also to touch the hearts of people. The journey of Jaipur-born Piyush Pandey from the cricket field to the pinnacle of creativity was no less than a film story. Before joining the world of advertising, he played cricket for Rajasthan in the Ranji Trophy and also worked as a tea taster. In 1982, he joined Ogilvy agency and never looked back. On the basis of his hard work and unique thinking, he reached the positions of Executive Chairman of Ogilvy India and Worldwide Chief Creative Officer. Advertisements that became a part of our memories Piyush Pandey’s name is associated with the advertisements that we have grown up seeing. Fevicol: Be it people hanging on buses or eggs not breaking, “This is a joint of Fevicol, it will not break” is on our tongue. Cadbury: The “Kuch Khas Hai” ad of a girl dancing in the cricket field still brings a smile on people’s faces. Asian Paints: Through “Har Ghar Kuch Kehta Hai” he gave a tongue to the walls too. Polio Campaign: His polio campaign with Amitabh Bachchan became a national mission. Mile Sur Mera Tumhara: This song that united the country settled in the soul of every Indian. Not only this, in 2014 The slogan like “Abki Baar Modi Sarkar” in the elections was also his contribution, which changed the direction of politics. Piyush Pandey was honored with Padma Shri in 2016. Even though he is not among us today, his creativity, his stories and the advertisements made by him will always be alive in our memories. As filmmaker Hansal Mehta said, “Fevicol’s joint broke. The advertising world lost its glue today.”