Piyush Pandey, the legendary adman who shaped modern Indian advertising with heartfelt storytelling and cultural resonance, passed away on October 24, 2025, at age 70, leaving behind a legacy of campaigns that transcended commerce to become part of national consciousness. As Ogilvy’s Executive Chairman and Chief Creative Officer Worldwide, Pandey spent over four decades transforming brands like Cadbury, Fevicol, and Asian Paints into emotional touchstones, blending humour, nostalgia, and authenticity in a way that redefined how India saw itself. His death, after a brief illness, has prompted an outpouring of grief from industry leaders, celebrities, and ordinary citizens alike, all united by memories of ads that felt less like marketing and more like shared experiences.
Among his most iconic works is Mile Sur Mera Tumhara (1988), a government-commissioned anthem for national integration aired on Doordarshan, where Pandey penned lyrics uniting classical legends like Bhimsen Joshi and Lata Mangeshkar with regional artists in a six-minute celebration of diversity. The campaign became a cultural milestone, replayed during national events and still invoked as a symbol of unity. Equally transformative was Cadbury’s “Kuch Khaas Hai” (1994), featuring a young woman joyfully dancing on a cricket field after her boyfriend hits a six—repositioning chocolate from a children’s treat to an adult indulgence tied to life’s sweet moments. Its sequel, “Pappu Pass Ho Gaya” (early 2000s), further cemented Cadbury as the go-to brand for celebrations, with Pandey’s witty scripts turning everyday triumphs into communal joy.
Pandey’s genius shone brightest in long-form storytelling, exemplified by Fevicol’s “Sharma Ji Ki Dulhania Byah Ke Aayi” (2019), part of the 1959: A Love Story series. The ad traces a sofa—glued forever by Fevicol—passed down through generations, from a newlywed couple to their granddaughter’s wedding, blending humour, nostalgia, and impeccable craft. Other classics include Asian Paints’ “Har Ghar Kuch Kehta Hai”, which gave homes personalities; Vodafone’s ZooZoos, silent yet expressive mascots during IPL; and Polio’s “Do Boond Zindagi Ki”, a public health campaign that dramatically increased vaccination rates through emotional urgency. Even political slogans like “Ab Ki Baar, Modi Sarkar” (2014) bore his strategic imprint.
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Pandey’s philosophy—“Ideas come from the street, from life, from listening”—drove campaigns rooted in Indian ethos, delivered in Hinglish, Hindi, or regional dialects long before inclusivity became a buzzword. A Padma Shri recipient and the first Asian to win the Lion of St Mark (with brother Prasoon), he mentored generations and elevated Ogilvy India to global acclaim. As tributes pour in—calling him “the voice of Indian advertising”—his work endures not just in boardrooms but in living rooms, where a jingle, a laugh, or a tear still reminds millions: “Todo nahi, judta hai.”
Also Read: Piyush Pandey, Creative Force Behind Iconic Fevicol and Cadbury Ads, Dies at 70