Piyush Pandey, a towering figure in Indian advertising, has passed away, leaving behind a legacy that reshaped the industry. His journey began not in advertising, but on the cricket pitch as a Ranji Trophy player and then as a tea taster. However, it was in the world of advertising that Pandey truly made his mark.
His career at Ogilvy and Mather (O&M) began in 1982, and he rapidly climbed the ranks, becoming creative director by 1991 and national creative director by 1994. His impact was profound, characterized by a commitment to making advertising distinctly “Indian.” While others before him had touched upon Indian sensibilities, Pandey’s consistency and finesse set him apart, creating an authentic Indian idiom that became the industry standard.
Pandey’s genius was evident in his ability to connect with the masses through relatable humor, everyday language, and a deep understanding of Indian culture. This was exemplified in iconic campaigns for brands like Asian Paints (“Har Ghar Kuchh Kehta Hai”), Fevicol (“Fevicol ka mazboot jod”), and Cadbury Dairy Milk (“Kucch Khaas Hai Hum Sabhi Mein”). His most famous political tagline, “Abki Baar Modi Sarkar,” for the 2014 general election, became a cultural phenomenon.
Tributes have poured in from across the spectrum, with Prime Minister Narendra Modi acknowledging Pandey’s “monumental contribution to the world of advertising and communication.” Finance Minister Nirmala Sitharaman hailed him as a “titan and legend” who “transformed communication by bringing everyday idioms, earthy humour and genuine warmth into it.” Colleagues and industry peers recall his insightful critiques, his ability to inspire confidence, and his leadership that propelled Ogilvy India to become one of the most awarded agencies globally.
Pandey’s influence extended beyond commercial advertising. He was a strong believer in advertising’s power to drive social change, evident in his work with UNICEF and the government to eradicate polio in India. His contribution to the “Mile Sur Mera Tumhara” campaign, aimed at fostering national integration, was a testament to this belief.
Throughout his illustrious career, Pandey received numerous accolades, including chairing the Cannes jury in 2004, Lifetime Achievement Awards from the Advertising Agencies Association of India and Clio, and the Padma Shri in 2016. In 2018, he and his brother Prasoon Pandey were honored with the Lion of St Mark at the Cannes Lions International Festival of Creativity. His passing is a significant loss to the advertising world, but his indelible legacy will continue to inspire generations.