Piyush Pandey, the legendary creative mind behind Indian advertising, passed away at the age of 70 due to prolonged illness, leaving behind a transformative legacy. For over 40 years, he led Ogilvy India and revolutionised the advertising landscape with campaigns that connected deeply with Indian audiences by reflecting their culture and emotions.
Renowned for iconic ads like Fevicol’s adhesive campaigns and Cadbury’s “Kuch Khaas Hai,” his work reshaped how brands spoke to the nation. Officials, industry leaders, and peers mourn his loss, acknowledging his profound impact on Indian advertising and storytelling.
Early Life and Beginnings in Advertising
Born in 1955 in Jaipur, Rajasthan, Piyush Pandey entered the advertising world in 1982, joining Ogilvy India initially in client servicing. His sharp instincts for connecting with the Indian consumer soon propelled him into the creative department where he flourished.
His upbringing in a culturally rich environment and nuanced understanding of India’s diverse audience helped him craft compelling narratives that resonated across linguistic and social boundaries.
Iconic Campaigns That Defined Indian Advertising
Pandey’s genius lay in weaving relatable stories into advertising, moving beyond generic English-language campaigns prevalent during his early career. He breathed life into brands like Fevicol with its unforgettable adhesive power ads that humorously captured Indian family life’s quirks.
Cadbury’s “Kuch Khaas Hai” campaign reflected emotional bonding, while Asian Paints and many others saw their brand identities reshape under his stewardship. His work was instrumental in pioneering Hindi and vernacular languages’ presence in mainstream Indian advertising.
Transforming Industry and Legacy
Under Pandey’s leadership, Ogilvy India became the country’s most awarded agency, influencing an entire generation of advertisers. He was the first Asian to chair the Cannes Lions jury and received prestigious honours, including the Padma Shri and the 2024 LIA Legend Award.
Even after retiring as Ogilvy India’s Chief Creative Officer in 2024, he continued to mentor young talent as Chief Advisor. His trademark moustache, booming laugh, and charismatic personality made him a beloved figure, inspiring creativity rooted in empathy, culture, and simplicity.
The Logical Indian’s Perspective
Piyush Pandey was not just an advertising veteran; he was a storyteller who articulated India’s soul through commercial art. His legacy teaches us the value of authenticity, kindness, and cultural pride in communication. Indian advertising elevated from sell-sheets to narratives that touched lives, fostering identity and belonging.
News in Q&A
- Who was Piyush Pandey and why is he significant?
Piyush Pandey was a legendary Indian advertising professional who spent over 40 years at Ogilvy India, transforming it into the country’s top creative agency. He revolutionised Indian ads by embedding them with culture, vernacular language, and everyday emotions, creating some of India’s most beloved campaigns. - What were some of his most famous advertising campaigns?
Pandey is known for iconic ads such as Fevicol’s adhesive campaigns emphasising unbreakable bonds, Cadbury Dairy Milk’s “Kuch Khaas Hai” celebrating emotional connections, Asian Paints’ colourful narratives, and the Hutch “pug” campaign symbolising loyalty. These campaigns became part of India’s cultural fabric. - When did he start his career and how did he rise in the industry?
He joined Ogilvy in 1982 at the age of 27, starting in client servicing before moving to creative roles. Over the decades, his visionary storytelling and leadership led him to become Ogilvy’s Chief Creative Officer worldwide until his retirement in 2024, after which he served as Chief Advisor. - What impact did Piyush Pandey have on the advertising industry?
Pandey changed Indian advertising from English-speaking elitism to authentic, indigenous stories using multiple Indian languages and emotional narratives. His leadership saw Ogilvy India dominate creative rankings for over a decade, earning him global awards like the Padma Shri and Cannes Lions Jury President. - What have officials and industry figures said about him?
Pranav Adani described him as a “creative genius” whose ideas inspired generations. Peers highlight his warmth, wit, and mentorship. Leaders view his death as the end of an era that deeply influenced not only marketing but also how India sees and expresses its own identity.
