MUMBAI: Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman, India at Ogilvy, and one of the most iconic figures in Indian advertising, passed away in Mumbai early Friday morning. He was 70.
Pandey’s passing marks the end of an era in Indian advertising. Widely regarded as the father of Indian advertising, he redefined the way brands spoke to consumers - bringing emotion, authenticity, and local flavour to the craft of communication.
Over a career spanning more than four decades, Pandey created some of the country’s most memorable campaigns — from ‘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.
Born and raised in Jaipur, Pandey had an unconventional journey into advertising. Before joining Ogilvy, he played cricket for Rajasthan in the Ranji Trophy and also tried his hand as a professional tea taster.
He entered the world of advertising in the early 1980s, a time when English-dominated scripts ruled Indian adland.
What he brought instead was a refreshing authenticity — campaigns that spoke the language of the street, the village, and the middle-class home. His work mirrored India’s humour, contradictions, chaos, and warmth.
Joining Ogilvy in 1982, Pandey rose through the ranks to become one of the most respected creative leaders globally. 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 Fevicol, Cadbury, Asian Paints, and Vodafone produced work that continues to be celebrated for its simplicity and emotional connect.
But beyond the ads, it was Pandey’s personality that shaped generations of creative professionals. His booming laugh, his distinctive moustache, his ability to see poetry in everyday life, and his insistence on simplicity over jargon inspired countless copywriters, art directors, and planners who passed through Ogilvy’s doors. 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 emotion 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, Piyush Pandey was the last of the great romantics.
As India mourns the loss of its greatest storyteller, the echoes of his words and his work, will continue to remind us what advertising can be when it comes straight from the heart.
Pandey’s passing marks the end of an era in Indian advertising. Widely regarded as the father of Indian advertising, he redefined the way brands spoke to consumers - bringing emotion, authenticity, and local flavour to the craft of communication.
Over a career spanning more than four decades, Pandey created some of the country’s most memorable campaigns — from ‘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.
Born and raised in Jaipur, Pandey had an unconventional journey into advertising. Before joining Ogilvy, he played cricket for Rajasthan in the Ranji Trophy and also tried his hand as a professional tea taster.
He entered the world of advertising in the early 1980s, a time when English-dominated scripts ruled Indian adland.
What he brought instead was a refreshing authenticity — campaigns that spoke the language of the street, the village, and the middle-class home. His work mirrored India’s humour, contradictions, chaos, and warmth.
Joining Ogilvy in 1982, Pandey rose through the ranks to become one of the most respected creative leaders globally. 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 Fevicol, Cadbury, Asian Paints, and Vodafone produced work that continues to be celebrated for its simplicity and emotional connect.
But beyond the ads, it was Pandey’s personality that shaped generations of creative professionals. His booming laugh, his distinctive moustache, his ability to see poetry in everyday life, and his insistence on simplicity over jargon inspired countless copywriters, art directors, and planners who passed through Ogilvy’s doors. 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 emotion 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, Piyush Pandey was the last of the great romantics.
As India mourns the loss of its greatest storyteller, the echoes of his words and his work, will continue to remind us what advertising can be when it comes straight from the heart.
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