Today marks the passing of one of Indian advertising’s most iconic figures – Piyush Pandey, aged 70, who breathed his last on 24 October 2025. His departure leaves a profound void. But also a legacy that still pulses in every well-crafted Indian ad, every campaign that speaks our language, our idioms, our everyday.
Who was Piyush Pandey?
Born in Jaipur in 1955, Pandey’s early life was anything but a direct route into advertising. He played Ranji Trophy cricket for Rajasthan, worked as a tea-taster, and even did construction work. In 1982, he joined Ogilvy India (then Ogilvy & Mather India) as a client-servicing executive; later, after being drawn into the creative side, he rose through the ranks to become Executive Chairman India and eventually Creative Chief, Worldwide.
Why he mattered: Changing the voice of Indian advertising
- Prior to his era, much of Indian advertising leaned towards English, or Indianised English, often using Western models of rhetoric and tone. Pandey brought the vernacular, the colloquial, the “desi” voice – Hindi, idioms, everyday life.
- His philosophy: “No audience is going to see your work and say, ‘How did they do it?’ They will say, ‘I love it.’” (as per his mantra) from recent media coverage.
- His impact wasn’t just linguistic – it was cultural. His campaigns became imprinted on our collective memory, not just as ads but as shared experiences.
Iconic ads & Awards & recognition of Piyush Pandey
Here are some landmark pieces of work that define his career and influence:
- Cadbury – “Kuch Khaas Hai” (the thought that chocolate isn’t just a snack but a meaningful moment)
- Fevicol – Ads that turned “jodna” (joining) into a metaphor for human bonds, famously the “Egg” film, among others.
- Asian Paints – “Har ghar kuch kehta hai” (Every home has something to say) — shifting paint from being just a product to being expression.
- Political communication: He penned the slogan “Ab ki baar, Modi Sarkar” for the 2014 campaign of Narendra Modi, which entered the public lexicon beyond advertising.
- Padma Shri (2016) for his contribution, 2024 LIA Legend Award, and his agency under his leadership was among the most awarded globally.
Also Read: 15 Best Indian Ads That Left a Mark
His philosophy & lessons for brands/marketers
As your sparring partner, I’ll highlight what we can learn (and also critique where we must push harder):
What to adopt:
- Real authenticity: Using local idioms, everyday language, not forced “cool” English just because everyone else does. Pandey proved you don’t need fancy words; you need emotional truth.
- Emotional resonance not just functional: His ads weren’t just “this product works”, but “this product means something in your life”. Example: paint = home, adhesive = relationships, chocolate = moments.
- Cultural context matters: He looked at India, its languages, its layers. For marketers in 2025, this is still relevant – regional, tier-II/III cities, language, culture.
What to challenge/ask hard questions about: - Many brands today claim “local language/local insight” but fall into clichés or tokenism. The challenge: Are you really rooted or just doing a translation?
- Being emotive is good — but technique still counts (story-telling structure, cinematography, media integration). Pandey’s work had craft.
- Scale vs depth: As brands scale regionally/nationally/globally, how do you maintain the authentic voice? He shows you can do high scale (Ogilvy India) and high craft.
Why his passing is more than a news item
It signals a turning point: The generation that shaped “modern Indian advertising voice” is moving on. So for the industry — creative agencies, brands, marketers — this is a moment to reflect and reset:
- Reflect on how much of our creative output leans on borrowed language/cultural tropes vs truly local insight.
- Reset: For the next decade, India’s ad-voice will increasingly emerge from tier-II/III markets, not just metros. Pandey’s belief in “street, from life, from listening” (his quote) applies even more.
- Recognise that big claims of “innovation” need to be backed by lived-in cultural relevance. He didn’t chase gimmicks; he chased truth in common life.
In memory of him, here are a few of his iconic ads
Cadbury – “Kuch Khaas Hai”
Fevicol – The “Egg” film / “Jodna… unbreakable bonds”
Asian Paints – “Har ghar kuch kehta hai”
Political campaign – “Ab ki baar, Modi Sarkar”
Fevikwik Ad – ”Todo Nahi Jodo”
Vodafone – ”Pug”
TITAN – ”The Joy of Gifting”
Also Read: Unveiling the Champions of Advertising: Best Super Bowl Ads
Wrapping Up
Piyush Pandey didn’t just create ads; he gave India its voice in advertising – a voice that sounded like you and me, not a mirror of Madison Avenue. His departure is a loss. But his legacy endures in every tagline we remember, every campaign we reference, every brand that tries to speak with honesty rather than just volume.
For us, as marketers, strategists, creatives – the honest, hard truth is we have to live up to the tone he set. It’s no longer enough to “feel Indian” in one film; we need to build brands that are Indian in insight, voice, and behaviour.
Rest in power, Piyush Pandey. Your homework remains with us.
