Piyush Pandey, a celebrated creative force who gave Indian advertising its unique voice and soul, has passed away at the age of 70. For over four decades, Pandey was a towering figure at Ogilvy India, embodying the spirit of Indian advertising itself. Known for his distinctive moustache, infectious laugh, and profound understanding of the Indian consumer, he revolutionized advertisements, shifting them from elite, English-centric presentations to heartfelt narratives that resonated with the everyday life and emotions of people across India.
A Storyteller Rooted in the Streets
Born in Jaipur, Pandey’s journey into advertising began early, collaborating with his brother Prasoon on radio jingles for various products. Prior to joining Ogilvy in 1982, he explored diverse fields including cricket, tea tasting, and construction. However, it was at Ogilvy that he truly found his passion, ultimately transforming how India communicated with its own people.
Entering an industry dominated by English and sophisticated aesthetics at the age of 27, Pandey courageously challenged the status quo. He championed work that spoke directly to the masses. Iconic campaigns such as Asian Paints’ “Har khushi mein rang laaye,” Cadbury’s “Kuch Khaas Hai,” the memorable Fevicol “Egg” advertisement, and the beloved Hutch pug ad became ingrained in Indian popular culture.
His innate talent for storytelling, coupled with his down-to-earth humor, enabled him to craft advertisements that served as authentic reflections of Indian life. A close colleague remarked, “He changed not just the language of Indian advertising; he changed its grammar.”
A Humble Giant of the Industry
Despite his immense influence and widespread acclaim, Pandey remained remarkably grounded. He consistently identified himself as a team player rather than a solitary star. He once aptly put it, “A Brian Lara can’t win for the West Indies alone. Then who am I?”
Under his astute leadership, Ogilvy India flourished, becoming one of the most decorated agencies globally. In a significant recognition of his contributions, he and his brother Prasoon Pandey were honored with the prestigious Lion of St. Mark at Cannes Lions in 2018, acknowledging their role in elevating Indian creativity on the international stage.
Pandey also achieved a historic milestone by becoming the first Asian jury president at the Cannes Film Festival in 2004. His illustrious career was further recognized with the CLIO Lifetime Achievement Award in 2012 and the Padma Shri, marking him as the first individual from the Indian advertising sector to receive such a high civilian honor.
Advertising with Heart
Pandey firmly believed that impactful advertising should connect with people emotionally, not just intellectually. He once stated, “No audience is going to see your work and say, ‘How did they do it?’ They will say, ‘I love it.’”
This deeply held philosophy guided his work across various sectors, from consumer goods to political campaigns. His slogan, “Ab ki baar, Modi sarkar,” created for Prime Minister Narendra Modi’s 2014 election campaign, became a potent political catchphrase, showcasing his remarkable ability to capture the public’s sentiment.