The world of Indian advertising lost one of its greatest creative trailblazers with the passing of Piyush Pandey, whose unforgettable campaigns transformed how India told its stories. The legendary adman, who was 70, died on Friday after battling an infection. His final rites are expected to take place on Saturday.

A Creative Mind That Spoke the Language of India

For over four decades, Piyush Pandey shaped the identity of Indian advertising by making it sound authentically Indian. At a time when most ads borrowed Western sensibilities, he injected warmth, humour, and emotion rooted in local culture. His works  Fevicol’s indestructible glue, Cadbury Dairy Milk’s “Kuch Khaas Hai”, Asian Paints’ “Har Khushi Mein Rang Laye”, and Vodafone’s pug campaign didn’t just sell products; they became part of everyday conversation.

Whether it was the sturdy Fevicol plank, the dancing Cadbury girl, or the ZooZoos, Pandey turned commercials into cultural landmarks that spoke to India in its own idiom.

Early Life and the Making of an Ad Icon

Before joining advertising, Pandey led an unconventional life. He played cricket, worked as a tea taster, and even held jobs in construction. His entry into the world of ads came in 1982, when he joined Ogilvy & Mather as a trainee account executive. Within six years, he moved to the creative department, where his first campaign for Sunlight Detergent set the stage for his storytelling career.

His leadership later propelled Ogilvy India to the top; the agency was named India’s number one creative firm for 12 consecutive years in The Economic Times’ Agency Reckoner.

Pandey’s signature style of relatable characters, colloquial humour, and emotional honesty made him one of the most trusted voices in communication.

The Cadbury Ad That Danced Into History

Among his many masterpieces, the 1994 Cadbury Dairy Milk advertisement remains timeless. In the iconic scene, a young woman bursts into joyous dance on a cricket field after her favourite player hits the winning run.

Few knew that the ad was born mid-flight Pandey had scribbled its lyrics on the back of a boarding pass while returning from the U.S., responding to an urgent brief from Cadbury. The melody was later composed by Louis Banks and reimagined in Hindi by Shankar Mahadevan, whose voice gave the jingle its magic.

The campaign, with its tagline “Kuch Khaas Hai,” redefined chocolate advertising by making it appealing to adults as much as children. It went on to win multiple awards and was eventually named “Campaign of the Century” by the Advertising Club of Bombay.

In 2020, Ogilvy recreated the ad with a gender-swapped version this time, a young man dancing as a woman bats the winning shot. Pandey had only one instruction:

“Do everything you’ve planned, but do not change the music.”

Beyond Advertising: Words, Music, and Cinema

Piyush Pandey’s influence extended far beyond the corporate world. In 1988, he penned and sang the patriotic anthem “Mile Sur Mera Tumhara,” created to promote national unity. The song became a symbol of India’s diversity and remains one of the most loved campaigns in the country’s history.

He also co-wrote the screenplay for Bhopal Express, appeared briefly in Madras Café (2013), and contributed to ICICI Bank’s Magic Pencil Project. His 2015 memoir, Pandeymonium, chronicled his creative philosophy and life lessons with humour and candour.

Political Campaigns and Global Recognition

Pandey’s creative genius reached into politics as well. His slogan for the 2014 Lok Sabha elections,

“Ab ki baar, Modi sarkar,” became one of India’s most recognisable political catchphrases and a defining line of that campaign.

In recognition of his contributions, he received the Padma Shri in 2016, the CLIO Lifetime Achievement Award (2012), and the LIA Legend Award (2024). He also made history in 2004 by becoming the first Asian to preside over the jury at the Cannes Lions International Festival of Creativity.

Tributes From Across the Spectrum

Messages of grief poured in from leaders, colleagues, and admirers across industries.

Prime Minister Narendra Modi wrote on X, “Shri Piyush Pandey Ji was admired for his creativity. He made a monumental contribution to the world of advertising and communications. I will fondly cherish our interactions over the years. Saddened by his passing. My thoughts are with his family and admirers. Om Shanti.”

Union Commerce Minister Piyush Goyal called him “a phenomenon in the world of advertising,” adding, “His creative genius redefined storytelling, giving us unforgettable and timeless narratives. To me, he was a friend whose brilliance shone through his authenticity, warmth, and wit. I will always cherish our engaging interactions. He leaves behind a deep void that will be hard to fill.”

Finance Minister Nirmala Sitharaman described him as “a titan and legend of Indian advertising,” saying he “transformed communication by bringing everyday idioms, earthy humor, and genuine warmth into it.”

Close friend Suhel Seth expressed deep sorrow, “Deeply, deeply saddened and devastated at the loss of the genius that my dearest friend Piyush Pandey was. India has not just lost a great advertising mind but a true patriot and a fine, fine gentleman. Now the heavens will dance to Mile Sur Mera Tumhara.”

Filmmaker Hansal Mehta paid a poignant tribute in his signature style, “Fevicol ka jod toot gaya. The ad world lost its glue today. Go well Piyush Pandey.”

Industrialist Uday Kotak recalled Pandey’s creativity and humility, saying he “launched Kotak Mahindra Bank with a campaign in 2003, describing banking as ‘common sense’,” and praised his ability to “weave creativity with an Indian context.”

Veteran commentator Harsha Bhogle remembered him fondly, “He flew high in the advertising world par kadam is sanskriti se alag kabhi nahi hue… If you want to leave a mark in your profession, Piyush Pandey bano. Advertising ka gold mohur. Goodbye my friend. Alvida.”

A Career Etched in India’s Collective Memory

Pandey’s long association with Ogilvy India, where he rose to become Chief Creative Officer Worldwide and Executive Chairman, marked one of the most successful careers in advertising history. His approach, simple, emotional, and unmistakably Indian gave brands a human face and voice.

He believed advertising should speak “from the street, not from the skyscraper,” a philosophy that changed the tone of the entire industry.

The End of an Era

Known for his signature moustache, earthy humour, and humility, Piyush Pandey’s passing leaves behind a deep creative void. His words, music, and visuals continue to echo through the jingles and lines that millions of Indians grew up with.

He didn’t just make ads, he told stories that celebrated the spirit of India.

As his friend Suhel Seth beautifully wrote, “Now the heavens will dance to Mile Sur Mera Tumhara.”