MUMBAI: Piyush Pandey, one of the most iconic figures in Indian advertising, died in Mumbai early Friday morning at the age of 70. He had transitioned to an advisory role at Ogilvy, having served previously as its chief creative officer worldwide and executive chairman, India.
In a career spanning more than four decades, Pandey created some of the most memorable campaigns — from ‘Hamara Bajaj’, ‘Chal Meri Luna, ‘Har Ghar Kuch Kehta Hain’ to ‘Fevicol ka Mazboot Jod’ and Cadbury’s ‘Kuch Khaas Hai Zindagi Mein’. His work didn’t just sell products, it became part of India’s social and cultural fabric. Pandey redefined the way brands spoke to consumers, bringing emotion, authenticity and local flavour to the craft of communication.
Born and raised in Jaipur, Pandey’s move to advertising came after a few early diversions--playing cricket for Rajasthan in the Ranji Trophy and trying his hand as a professional tea taster.
Joining Ogilvy in 1982–-he never left—Pandey rose through the ranks to become one of the most respected creative leaders globally. In the early 1980s, English dominated ad scripts. What Pandey brought was a refreshing authenticity — campaigns that spoke the language of the street, the village, and the middle-class home. His work reflected the tone of the country and its people with charm and humour—warm, even earthy, with all of the contradictions and chaos.
Under his leadership, Ogilvy India became synonymous with creative excellence, setting benchmarks for storytelling and brand building. His long-standing partnerships with brands such as Bajaj Auto, Fevicol, Cadbury, Asian Paints and Vodafone produced work that continues to be celebrated for its simplicity and sentimental connect.
Pandey helped groom generations of creative professionals. His booming laugh, distinctive moustache, his ability to see poetry in everyday life, and his insistence on simplicity over jargon inspired copywriters, art directors, and planners. He was a mentor who celebrated instincts over processes, ideas over egos.
Pandey’s creative influence extended beyond brands. He was instrumental in several social and public service campaigns, including ‘Mile Sur Mera Tumhara’, voter awareness drives, and the government’s polio eradication campaign — all of which carried his signature blend of feeling and clarity.
With his passing, an era ends — one that celebrated emotion over algorithms, insight over analytics, and craft over convenience. For an industry increasingly driven by data and AI, Pandey was perhaps among the last of the romantics.
His words and his work will continue to remind us what advertising can be when it comes straight from the heart.
In a career spanning more than four decades, Pandey created some of the most memorable campaigns — from ‘Hamara Bajaj’, ‘Chal Meri Luna, ‘Har Ghar Kuch Kehta Hain’ to ‘Fevicol ka Mazboot Jod’ and Cadbury’s ‘Kuch Khaas Hai Zindagi Mein’. His work didn’t just sell products, it became part of India’s social and cultural fabric. Pandey redefined the way brands spoke to consumers, bringing emotion, authenticity and local flavour to the craft of communication.
Born and raised in Jaipur, Pandey’s move to advertising came after a few early diversions--playing cricket for Rajasthan in the Ranji Trophy and trying his hand as a professional tea taster.
Joining Ogilvy in 1982–-he never left—Pandey rose through the ranks to become one of the most respected creative leaders globally. In the early 1980s, English dominated ad scripts. What Pandey brought was a refreshing authenticity — campaigns that spoke the language of the street, the village, and the middle-class home. His work reflected the tone of the country and its people with charm and humour—warm, even earthy, with all of the contradictions and chaos.
Under his leadership, Ogilvy India became synonymous with creative excellence, setting benchmarks for storytelling and brand building. His long-standing partnerships with brands such as Bajaj Auto, Fevicol, Cadbury, Asian Paints and Vodafone produced work that continues to be celebrated for its simplicity and sentimental connect.
Pandey helped groom generations of creative professionals. His booming laugh, distinctive moustache, his ability to see poetry in everyday life, and his insistence on simplicity over jargon inspired copywriters, art directors, and planners. He was a mentor who celebrated instincts over processes, ideas over egos.
Pandey’s creative influence extended beyond brands. He was instrumental in several social and public service campaigns, including ‘Mile Sur Mera Tumhara’, voter awareness drives, and the government’s polio eradication campaign — all of which carried his signature blend of feeling and clarity.
With his passing, an era ends — one that celebrated emotion over algorithms, insight over analytics, and craft over convenience. For an industry increasingly driven by data and AI, Pandey was perhaps among the last of the romantics.
His words and his work will continue to remind us what advertising can be when it comes straight from the heart.
