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Piyush Pandey

Piyush Pandey, the brightest star of India's advertising world, died on Thursday at the age of 70. Pandey, who was ill for a month, gave a new direction to Indian advertising with his creativity and simplicity. He proved that advertising is not just a medium to sell products but also the art of connecting with people.

The journey started from Jaipur

Born in Jaipur, Rajasthan, Piyush Pandey was known for his creative thinking since childhood. The atmosphere in his home was artistic. His brother Prasun Pandey became a film director and both of them together lent their voices to radio jingles. Before joining Ogilvy India in 1982, Piyush used to play cricket but his real identity came in the world of advertising, where he brought Indianness and emotions into every advertisement.

Who brought revolution in ad industry

When he started his career, English and Western style were dominant in the advertising world. But Piyush Pandey broke this pattern. He made such advertisements which spoke in the language of the common Indian. His memorable projects include Asian Paints' Har Khushi Kaal Kaal Baaye, Cadbury's Kuchh Kahs Hai, Fevicol's fun egg ad, and Hutch's adorable Wherever You Go, Our Network Follows pug ad. These were not just advertisements, they became a part of people's emotions and memories.

heart touching ads

Piyush Pandey believed that advertising should first connect with people and then influence them. For him, every brand was a story that needed to be told with laughter, emotion and intimacy. His stories reflected villages, families, relationships and real India.

This time Modi government is the most popular slogan

Coming out of the world of advertising, he left his mark in Indian politics also. BJP's famous slogan in the 2014 Lok Sabha elections 'Abki Baar Modi Sarkar' was his brainchild. This slogan became so popular that more than a campaign, it became the language of the people.

A legacy that will live forever

In 2018, he and his brother Prasoon Pandey were awarded the Cannes Lions' St. Marks Award, which honors lifelong creative achievements. In 2023, he resigned from the post of Executive Chairman of Ogilvy India and took up the role of advisor. He left behind a generation of hundreds of young creators who are inspired by his thinking.