Renowned advertising icon Piyush Pandey, the creative force behind some of India’s most iconic advertisement for brands like Fevicol, Cadbury, and Asian Paints, passed away on Friday at the age of 70. He had been suffering from an infection. His last rites will be performed on Saturday.
A Four-Decade Creative Journey of Piyush Pandey
Pandey’s illustrious career spanned nearly four decades at Ogilvy, where he served as Chief Creative Officer Worldwide and Executive Chairman, India. He joined the agency in 1982, beginning with an advertisement for Sunlight Detergent. Six years later, he transitioned to the creative department, where his imaginative storytelling reshaped Indian advertising.
Under Pandey’s leadership, Ogilvy India ranked the number one agency for 12 consecutive years in The Economic Times’ Agency Reckoner survey. His campaigns for Fevicol, Cadbury, Asian Paints, Luna Moped, Fortune Oil, and numerous others became cultural landmarks, blending emotion, humor, and everyday Indian life with marketing excellence.
Honors and Accomplishments
In recognition of his contributions to the advertising industry, Pandey was awarded the Padma Shri in 2016. Beyond advertising, he showcased his versatility as a lyricist and writer. He penned the lyrics for the iconic national integration anthem Mile Sur Mera Tumhara and co-wrote the screenplay for Bhopal Express. He also made a brief acting appearance in John Abraham’s 2013 film Madras Cafe and participated in ICICI Bank’s Magic Pencil Project videos.
Tributes Pour In
Leaders from business, politics, and the creative world expressed grief and admiration for Pandey’s passing.
Union Finance Minister Nirmala Sitharaman described him as “a titan and legend of Indian advertising” who infused “earthy humor and genuine warmth” into his work. She extended her condolences to his family and the creative community, affirming that his legacy would continue to inspire generations.
Uday Kotak, Founder of Kotak Mahindra Bank, remembered Pandey’s 2003 campaign that launched the bank with the theme of “common sense.” He praised Pandey as a “humble and out-of-the-box thinker” who skillfully intertwined creativity with Indian ethos.
Author and columnist Suhel Seth, calling Pandey his “dearest friend,” said, “India has not just lost a great advertising mind, but a true patriot and a fine gentleman. Now the heavens will dance to Mile Sur Mera Tumhara.”
Piyush Pandey’s passing marks the end of an era in Indian advertising — one defined by originality, empathy, and an enduring connection with the heart of India.