Piyush Pandey, the man who gave Indian advertising its heart and voice, dies at 70

Piyush Pandey, one of the most celebrated figures in Indian advertising and the longtime face of Ogilvy India, passed away on Thursday at the age of 70. Known for transforming the tone and soul of Indian advertising, Pandey brought authenticity, humour, and emotion to campaigns that became part of India’s cultural fabric.

Born in Jaipur, Pandey began his journey in advertising after brief stints in cricket and tea tasting. Joining Ogilvy in 1982, he revolutionized the field by breaking away from elitist narratives and creating campaigns that spoke the language of everyday India. Iconic ads like Fevicol’s “Egg” film, Cadbury’s “Kuch Khaas Hai,” Asian Paints’ “Har khushi mein rang laaye,” and Hutch’s pug commercial are still etched in public memory.

Over four decades, Pandey turned Ogilvy India into one of the most awarded agencies globally. In 2018, he and his brother Prasoon Pandey became the first Asians to win the Cannes Lions’ Lion of St. Mark for lifetime achievement. He also served as the first Asian jury president at Cannes in 2004 and received the Padma Shri and CLIO Lifetime Achievement Award for his contributions.

Despite his fame, Pandey remained humble, often calling himself a team player. His creative philosophy was simple — good advertising should touch the heart. His words and work captured the emotions of millions, from biscuit ads to the now-iconic 2014 political slogan “Ab ki baar, Modi sarkar,” proving that he understood India’s pulse like few others did.