The Indian film industry, alongside prominent advertising figures, has come together to mourn the passing of veteran ad-filmmaker Piyush Pandey. Icons like Amitabh Bachchan, Prasoon Joshi, Hansal Mehta, and Raveena Tandon shared heartfelt tributes, remembering him as a “creative genius” and “one of India’s finest storytellers.”
Pandey, a truly celebrated mind in Indian advertising, passed away at the age of 70 after suffering from respiratory complications. His impactful work included the unforgettable 2014 election slogan, ‘Ab ki baar, Modi sarkar.’
Amitabh Bachchan expressed his sorrow on his official blog, stating, ‘A creative genius, a most amiable friend, and guide has left us… No words to express our grief. The creative works left behind by him shall ever be an eternal emblem of his immeasurable creativity.’
Prasoon Joshi, who is currently the chief of the Central Board of Film Certification and an accomplished ad-filmmaker himself, shared his personal grief on social media. He fondly remembered Pandey as ‘a man who made work feel like life itself,’ adding, ‘One for whom emotion was strategy, and simplicity, craft.’
Actress Raveena Tandon re-shared a post about Pandey’s demise on her Instagram story, writing, ‘Make heavens bubblier and more cheerful with your wit! Dear Piyush.’
Filmmaker Hansal Mehta used a poignant line from one of Pandey’s most famous campaigns, tweeting, ‘Fevicol ka jod toot gaya. The ad world lost its glue today.’ Actor-politician Smriti Irani also hailed Pandey as a legend, noting, ‘Piyush Pandey wasn’t just an ad man — he was one of India’s finest storytellers. He taught us that emotion is the truest language of creativity. His words made brands human, and ideas immortal. Farewell to a legend who made us feel, think, and smile.’
Actor Vivek Oberoi also paid his respects on social media, reflecting on Pandey’s profound impact: ‘From Daag acche hai to Har ghar kuch kehta hai, these were never mere slogans — they were a perspective, a way to live life with an open heart. That is the true, lasting magic of Piyush Pandey Ji.’
Piyush Pandey began his remarkable journey with Ogilvy India in 1982, eventually rising to the position of its global creative chief. He revolutionized Indian advertising by grounding it in local language, humor, and genuine emotion, connecting with millions across the country.
His portfolio includes numerous iconic campaigns for brands such as Cadbury’s (‘Asli Swaad Zindagi Ka’), Fevicol (‘Yeh Fevicol Ka Jod Hai, Tutega Nahi’), and the widely recognized political slogan ‘Abki Baar, Modi Sarkaar.’
Pandey’s immense contributions were recognized with the Padma Shri in 2016, one of India’s highest civilian honors, and the Legend Award at the London International Awards in 2024. He also made history in 2004 as the first Asian to chair the prestigious Cannes Lions jury.
Beyond advertising, Pandey made a foray into acting with filmmaker Shoojit Sircar’s acclaimed 2013 film Madras Cafe, where he played the minor but significant role of India’s cabinet secretary in the John Abraham-led movie.