PM Modi Pays Emotional Tribute to Ad Legend Piyush Pandey, the Mind Behind ‘Ab Ki Baar, Modi Sarkar’

India’s advertising fraternity lost one of its greatest creative minds as Piyush Pandey, the man behind the iconic slogan “Ab Ki Baar, Modi Sarkar,” passed away on Friday at the age of 70. The celebrated adman had been battling a severe infection. Pandey’s work profoundly shaped Indian advertising and political communication over four decades, leaving behind a legacy that continues to inspire generations of marketers.

Mourning his loss, Prime Minister Narendra Modi took to X (formerly Twitter) to share a heartfelt tribute. “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 away. My thoughts are with his family and admirers. Om Shanti,” the Prime Minister wrote.

A veteran of the advertising world, Pandey served as Chief Creative Officer Worldwide and Executive Chairman India of Ogilvy, one of the world’s largest ad agencies. He began his journey at Ogilvy in 1982, creating memorable campaigns for brands like Fevicol, Cadbury, Ponds, Vodafone, and Asian Paints. His creativity was rooted in storytelling that connected deeply with the Indian audience, blending emotion, humor, and cultural insight.

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Beyond advertising, Pandey was a multifaceted creative force. He made his acting debut in the 2013 film Madras Cafe and appeared in campaigns such as ICICI Bank’s "Magic Pencil Project." He also co-wrote the screenplay for Bhopal Express and penned the lyrics for the iconic patriotic composition “Mile Sur Mera Tumhara.” His contributions were recognized nationally when he was awarded the Padma Shri in 2016.

Piyush Pandey’s passing marks the end of an era in Indian advertising. His vision not only transformed brand storytelling but also showcased the power of creative communication to influence society, culture, and even politics.

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