A few months ago, a simple, catchy tune started popping up everywhere on Instagram. What most didn’t realise was that it came from a Fevicol ad, a creation of Piyush Pandey, celebrating 60 years of the brand. The Fevicol ‘Sofa’ ad tells the story of a humble two-seater sofa as it witnesses decades of an Indian family’s life. From a newlywed bride bringing it home, to celebrations, milestones, and the passing of loved ones, the sofa silently observes it all. Over time, it is repaired and cared for, symbolising both the product’s strength and the enduring bonds of family.
As a self-confessed doom-scroller, I felt a quiet sense of pride seeing this ad again - one that I’d first watched on TV years ago. Watching it resurface on my feed felt like a private connection across time; a small joy in the endless scroll.
That was the beauty of his work - it didn’t just sell, it stayed. His ads told stories that became part of people’s lives, woven into memories and passed down through generations. From the towering billboards on city streets to the tiny screens of social media, his work had a way of transcending time, resonating with young and old alike.
And now, with Piyush Pandey’s passing at the age of 70, that world feels quieter. A man whose moustache, booming voice, and instinct for storytelling made him a household name has left us and his departure marks the end of an era: one where an adman spoke not from a tower of English phrases, but from the lanes and bylanes of India.
Born and raised in Jaipur, Piyush Pandey studied at St. Xavier’s School before completing his master’s degree from St. Stephen’s College, Delhi. A passionate cricketer, he even represented his home state, Rajasthan, in the prestigious Ranji Trophy. His career took an unconventional route, starting out as a tea taster before joining Ogilvy in 1982 as a trainee account executive, marking the beginning of what would become an extraordinary journey in advertising.
He believed that the most powerful ads reflected real Indian lives and voices. He brought Hindi and colloquial idioms into mainstream advertising campaigns that didn’t just sell, but spoke. His work for Asian Paints (‘Har Khushi Mein Rang Laaye’), Cadbury (‘Kuch Khaas Hai’), Fevicol (‘Fevicol Ka Jod Hai, Tootega Nahin’), and Hutch [now Vi] (‘You and I’) turned everyday products into cultural touchpoints. His writing was simple, witty and unpretentious, resonating with audiences across cities and small towns alike.
He authored books such as Pandeymonium (2015) and Open House (2022). What’s especially intriguing is that he entered the advertising world as a client-servicing executive, only shifting into the creative side six years later. One of his first creative pieces was for Sunlight Detergent Powder starring Supriya Pathak.
Piyush Pandey always credited Ranjan Kapur, former head of Ogilvy for believing in him early on, a faith that helped shape his journey. Years later, he became that same pillar for a new generation of creatives, welcoming them into Ogilvy India with inspiration and guidance. Under his leadership, the agency flourished, drawing some of the sharpest minds in advertising. His mentorship wasn’t confined to office walls, it resonated across the industry, influencing careers and shaping the very fabric of Indian advertising.
Under his leadership, Ogilvy India became one of the most awarded creative agencies in the world and a nurturing ground for creative talent. In 2018, Piyush and his brother Prasoon Pandey became the first Asians to receive the prestigious Lion of St. Mark at the Cannes Lions International Festival of Creativity, a fitting honour for two men who made the world listen to Indian creativity.
Yet for all his accolades, Pandey remained strikingly grounded. He described himself not as a guru but as a team player. That humility, rare in an industry known for outsized egos, was his trademark. The laughter, the warmth, the unmistakable moustache - they were all part of the same man who preferred conversation over lecture and collaboration over control.
When he stepped down as Executive Chairman of Ogilvy India in 2023, transitioning into an advisory role, it was less an exit and more a quiet handing over of the torch. For those who worked with him, he was not just a boss, but a mentor who could turn a brainstorming session into a masterclass.
Pandey’s influence extended far beyond advertising. He was a cultural craftsman who understood India’s pulse better than most. He helped shape one of India’s most recognisable political slogans —‘Ab ki baar, Modi sarkar’ — a line that would go on to define an election and enter everyday speech. But for Pandey, advertising was never about politics or profit alone. It was about connection, about making the viewer feel seen and understood.
Reacting to his passing, Prime Minister Narendra Modi shared a heartfelt tribute on X (Twitter), praising him as he “made a monumental contribution to the world of advertising and communications” and will fondly cherish their interactions over the years. The tribute echoed the sentiment of an entire industry that grew up on Pandey’s work, one that learned how to speak desi again.
Piyush Pandey didn’t just make ads; he made moments that stayed with people long after the commercial ended. He had the rare gift of turning everyday objects into storytellers, of transforming simple narratives into cultural touchstones. A packet of chocolate or a dab of glue - in his hands, they became symbols of joy, humour, connection, and shared experience. Generations grew up with his work humming in the background of their lives, often without realising the genius behind it, and yet feeling its warmth, its wit, its unmistakable heart.
But even in that quiet, his presence will linger. In every Fevicol board that makes someone smile, in every Cadbury ad that reminds us of love and learning, in every witty line that makes us nod and laugh, that is Piyush Pandey, still speaking, still touching lives.
He taught an entire generation of advertisers that the greatest campaigns aren’t about fancy words or high budgets; they are about honesty, empathy, and speaking to the heart of the people. He reminded India to see itself, to laugh with itself, to take pride in itself. And in that, he left something far larger than awards or accolades, he left a vision of advertising as a reflection of life itself.
Today, as the country remembers him, we don’t just mourn the loss of an adman. We celebrate the gift he gave: a mirror to ourselves, a voice that spoke our language, and a warmth that made the world of advertising feel like home. His moustache may have gone, his booming voice may have quieted, but the stories he told and the way he made us feel will echo for generations to come. Piyush Pandey didn’t just sign off from life; he signed on forever in the hearts of millions, a timeless presence in the story of modern India.
Reed Collins
CCO, Ogilvy APAC
“To my dear friend Piyush, I will forever be grateful for your sage advice and forever inspired to keep building on the extraordinary innings you so brilliantly played. Always on the front foot and with aplomb. My Captain, may you rest in eternal peace.”
Hephzibah Pathak
Executive Chairperson, Ogilvy India
“It’s hard to capture the immense impact Piyush had on us all. He was an incredible force who led the creative revolution, in Ogilvy and the industry. He didn’t just change the game for our industry; he changed our lives. He was a fierce champion of ‘Indian-ness’ in advertising. A giant of a leader, his fearless heart and unwavering goodness inspired us to see the world and ourselves, differently. Piyush was all heart - a heart filled with courage, kindness, humility and humanness. His beautiful philosophy, ‘Kuch Khaas Hai Hum Sabhi Mein’ was his very essence - always finding and celebrating the specialness in everyone. He gave us all a Ganesha — padded up in cricketing gear, playing off the front foot — because nothing with Piyush was ever complete without a cricketing lesson.
That’s how he wanted you to approach work and life — off the front foot. Godspeed Piyush.
Rest in eternal peace!”
Harshad Rajadhyaksha, Kainaz Karmakar and Sukesh Nayak
Chief Creative Officers, Ogilvy India
“The most honest thing we can say is that we’re numb. So many memories are flooding our hearts. His living room was our second office. From the day we joined Ogilvy to this day, he was our Creative Director, and we were his team. This is an honour we can’t forget or replace. Even if he can’t hear us present ideas anymore, every time we create something we will be asking ourselves, ‘Will Piyush like this?’ What we can promise as our tribute to him, is to carry forward his belief in creativity, culture and bravery.”
Madhukar Sabnavis
Consultant, Ogilvy India (Former Vice Chairman & Director, Client Relations, Ogilvy India)
“Piyush was a wonderful captain I played under. We had a long innings together- 19 years, actually. He always treated me as a trusted senior team mate never ordered me around. I intuitively understood his polite request as an order. That was our chemistry. Today, I say ‘Thank you captain. I will miss you dearly, Piyush.”
Vikas Mehta
Regional CEO - Ogilvy, Sub-Saharan Africa
“Like many others in my generation, Piyush has had a lasting impact on my life. His work was one of the reasons I became fond of the craft, and ultimately chose advertising as a career.
For Indian advertising, Piyush’s work broke walls and turned them into doors that several of us walked through. His role in putting Indian creativity on the world map is unparalleled.
Over the years, I got a chance to get to know him, as a competitor and a colleague. Warm, gentle, large-hearted, humble and always inspirational.
One of my fondest Piyush memories is from two years ago. It was Jun 23rd, 2023. David Ogilvy’s birthday. We were gathered at the Ogilvy terrace @Cannes. Dev (Devika Bulchandani) and Liz (Taylor) invited Piyush to cut David’s cake. David Ogilvy spoke about being a company of giants. It was a fitting tribute from one Ogilvy giant to another.
Today, we’ve lost a true giant. He leaves a legacy that will continue shining the path for those who follow, for years to come.”
Punit Goenka
CEO, Zee Entertainment
“It is impossible to express the level of sadness! Over and above the brilliant work and rich legacy that he leaves behind, if there is one thing that Piyush would want all of us to embrace - it would be his infectious laughter and the joy he kept spreading around the world! It was a blessing and privilege for me to know him and proudly call him a dear friend! Will miss you a lot, partner. You and Anant will have a good time up there somewhere! Rest in peace Sir! Love you way too much!”
Manish Tiwary
Chairman & Managing Director, Nestle India, & Market Head, Nestlé South Asia
“You brought the real, raw, and rustic Bharat onto India’s TV screens, radio, and print - unapologetically. You spoke of Bharat to Bharat. From ‘Mile Sur Mera Tumhara’ to ‘Har Ghar Kuchh Kehta Hai’ to ‘Todo Nahi, Jodo,’ you wore it on your sleeve — and everyone took notice. We all took pride. Personally, when you insisted on ‘Tu Khul, Tu Khil, Har Pal Tu Khud Se Mil’ for Amazon, I was part amazed and part knowing that the magician with words had just cast his spell - as always. Godspeed, brother.”
Amit Syngle
MD & CEO, Asian Paints Ltd.
“Piyush Pandey was a rare combination of simplicity, heart, and creative mastery. For more than two decades, his writing, voice, and sensibility helped shape the way Asian Paints connected with people - none more so than through the iconic ‘Har Ghar Kuch Kehta Hai’ idea, which became a cultural touchstone and a guiding light for our brand’s purpose. Piyush was not just the creative force behind some of Indian advertising’s most memorable work - he was the heart behind Asian Paints’ voice. I still remember the first time he recited those lines - we felt goosebumps; it was pure magic. That thought captured the essence of what a home truly means - an emotion, not a possession - and continues to shape the way we connect with people even today. His simplicity, his ability to see beauty in everyday life, and his warmth as a collaborator will always stay with us. His passing is a personal loss and an immeasurable one for the world of creativity. We at Asian Paints will forever be grateful for the legacy he leaves behind.”
Sudhanshu Vats
Managing Director, Pidilite Industries
“We are deeply saddened by the passing of Piyush Pandey - a legendary adman, a cultural architect, and the creative force behind some of India’s most iconic campaigns, including Fevicol and several other Pidilite brands. His work didn’t just build brands; it shaped culture. With his unmatched wit, warmth, and insight, Piyush made India smile - and made Pidilite proud. His campaigns became part of the nation’s collective memory, and his words brought our brands to life in ways few could imagine. At Pidilite, Piyush was more than a creative partner; he was a dear friend and a cherished part of our journey. His passing is a deeply personal loss for all of us. For me, I will especially miss our monthly ritual of ‘Coffee Pe Charcha’ at his beautiful Dadar home, where we spoke about everything, from life and laughter to our brands. We extend our heartfelt condolences to his family and loved ones. Piyush’s legacy will continue to inspire generations of storytellers and brand builders.”
Harsha Razdan
CEO, Dentsu South Asia
“You didn’t have to be in advertising to know who Piyush Pandey was. His name just carried weight, even for someone like me, who came from FMCG and consulting! I had only met him once, but honestly, you didn’t need to meet him to feel his presence. He made India’s voice heard through stories that came straight from the heart. There was no pretence in his work. Just deep human truth, told beautifully. He gave Indian advertising its voice, its confidence, and its soul. It’s hard to think of anyone else who has inspired as many people, across generations, just by being so real. He will be missed for a long, long time.”
Kevin Vaz
CEO - Entertainment, JioStar
“Piyush Pandey was an advertising legend who changed the language of Indian advertising through the power of storytelling. He was a gifted storyteller, who gave the industry its heart and soul. He made brands authentic, emotional, and meaningful, that touched the hearts of millions. Every advertisement he worked on is etched in our core memories. His work reminded us that creativity can unite, inspire and transform. A legend whose stories will forever remain a part of India’s heart.”
(Edited Excerpts)
Rajdeep Sardesai
Veteran Journalist
“We all know Piyush Pandey as India’s Mr. Advertising. But what many may not fully grasp is the scale and depth of his influence — not just on Indian advertising, but on the very language of brand storytelling in this country. Beyond the boardrooms and brainstorms, Piyush was a man of many passions. He was also a very good cricketer, who played decently at the university level, something he spoke of with a glint in his eye — much like a boy reliving a perfect cover drive. A true bon vivant with his trademark moustache and ever-smiling, energetic persona, Piyush embodied the spirit of modern Indian advertising. His genius lay in rooting much of it in the sights, sounds and idioms of India’s local languages. He made mass communication feel truly Indian, intimate, accessible and deeply familiar. His creativity had a rare mass touch wrapped in a unique sensibility. Think of his iconic campaigns — Cadbury’s ‘Kuch Khaas Hai’ or Fevicol’s unforgettable ads — simple, rooted, witty, and utterly memorable.”
Manish Bandlish
Managing Director, Mother Dairy Fruit & Vegetable Pvt. Ltd.
“It is deeply saddening to lose a legend like Mr. Piyush Pandey. I had the privilege of meeting him just last month, and as always, his passion for storytelling, and his innate understanding of the Indian consumer stood out. He had an extraordinary ability to find magic in simple human insights and turn them into timeless narratives. His warmth and humility made every interaction special. Over an association spanning more than a decade and a half, he played a pivotal role in shaping Mother Dairy into one of the most loved and trusted dairy brands in the country. He also helped craft the beautiful thought of ‘Maa Jaisi’ – a sentiment that captures the soul of our brand, transforming a simple truth into a timeless expression of care, trust, and belonging. It was an experience that will remain etched in my memory – witnessing the same spark and simplicity that defined his craft. His legacy will forever remain a guiding light, and as he once said, ‘Somewhere, you need to touch the hearts.’ He truly did.”
Nitin Saini
VP Marketing, Mondelez India
“We are deeply saddened by the passing of Piyush Pandey. A creative visionary, his genius gave us ‘Kuch Meetha Ho Jaaye’, a line that became woven into the fabric of India’s celebrations and collective memory. Piyush was more than a creative legend, he was a storyteller with an extraordinary ability to capture emotions that unite people. Through his timeless ideas and heartfelt storytelling, he brought our brands closer to millions, creating moments of joy, warmth, and connection that will continue to inspire generations. We are profoundly grateful for his partnership and the indelible mark he left on our journey. His legacy will always live on in every moment he helped create.”
Krishnarao Buddha (aka BK Rao)
Former Sr Category Head - Marketing, Parle Products Pvt Ltd
“I had the opportunity to work alongside Piyush Pandey during the unforgettable creative partnership between O&M (Ogilvy & Mather) and Parle. I recall the man who redefined simplicity and made emotion the heart of everyday brands.
Piyush believed Parle was ‘India on a plate’. His creative direction insisted that every idea must pass the ‘dil test’ before the client test. Whether it was positioning KrackJack with the iconic sweet-and-salty duo portrayed by Boman Irani and Vijay Patkar, the youthful whimsy of Hide & Seek, or the ‘Kal Ka Genius’ campaign for Parle-G, he made the ordinary feel intimate and Indian. His larger legacy from Fevicol’s ‘Mazboot Jod’ to Cadbury’s ‘Kuch Khaas Hai’ have left a lasting impact not just on consumers but on the entire advertising industry, helping O&M dominate as the go to agency for years together. As those of us who worked with him will tell you, Piyush didn’t just give India its advertising voice, he gave it heart. And with every Parle packet that opens across the country, a bit of that heart still smiles back. The advertising legend may be gone, but the craft, conviction, and courage he brought to Indian advertising will never fade.”
Sujay Rachh
CMO, Nuvama Group
“We competed hard. We admired harder. Farewell, Piyush Pandey. People like Piyush Pandey don’t really go away. His work, his principles, and his approach to storytelling live on far beyond the man himself. In my early growing-up-advertising days, Indian advertising had its own set of legends - people like Piyush Pandey, Balki, Prasoon Joshi, etc. These heavyweights set the creative bar for the industry. But in all humility, there were really just two great institutions that defined the industry. One that he led, and one that I was part of. We admired his work deeply and competed fiercely against it at the same time. I met him once at an airport and asked him for career advice. His reply was simple and profound - ’At the end it’s all about common sense. If you have it, you’ll go far.’ Watching him take the stage at the Effies with his team year after year was a sight that used to sting, the good kind of sting. I remember telling my boss, ‘Next year, we’ll defeat them.’ And we did. Then for years, it became a case of either us or them winning. It pushed us to work harder and eventually beat them. In competition too, there was a lot of respect. His unmistakable voice will continue to echo through Indian advertising not just in commercials, but in the way generations of ad professionals think and create.”
(Edited Excerpts)
Arnab Goswami
Founder Chairman & Editor-in-chief of Republic Media Network
Padma Shri Piyush Pandey was a legend, and history will ensure he’s remembered as one. But for me, it is both his warmth and his frankness that I will miss the most. Through the years, I have been fortunate to gather a heap of fond memories with Piyush ji - moments that will rest inside of me for the years ahead. What I will miss the most is his constant feedback, his sharp criticism that cut like a knife’s edge in terms of directness, and his belief and encouragement in everything we were building at Republic. Beyond the presentations and the creative ideations, Piyush ji would often discuss the ethos of the brand we were seeking to build. He was masterful at taking our mission statement and purpose and blending it with the artistic output that eventually went public. I will always have the deepest gratitude for the time he and his team at Ogilvy gave us at the very start of the Republic journey. I cherish those days dearly.
Abhijat Bharadwaj
Chief Creative Officer, Dentsu
“For a group of professionals who regularly create powerful emotional ads, we ad folk really tend to downplay our own emotions. But one look at our WhatsApp groups today will tell you that Piyush Pandey’s passing has genuinely left a hole in our hearts. Regardless of agency, we feel this tremendous loss because Piyush was the pathfinder for Indian advertising; a creative visionary who helped define the shape, size and flavour of the entire industry. To this day, we still pull pages from the playbook he wrote, reinvented and constantly evolved. And for that, we owe him a great debt of gratitude, and a large chunk of our salaries.”
Shashank Lanjekar
National Strategy Head, DDB Mudra Group
“Here’s a lesson I learnt from him by observing him over a series of conversations.
Your specific domain of interest has transference. It can not only travel across other domains but also inspire your style and work in your own signature manner. His was cricket. Singularly.
His anecdotes, insights, examples, and life lessons came from that sport. So much so his way of life was that of a fearless front-foot batsman. Cricket as the central context is seen in Cadbury’s ‘Kuch Khaas Hai’ and is best exemplified in a piece he wrote for the launch of IPL in 2008. Look up IPL - Karmayudh.”
(Edited Excerpts)
Azazul Haque
Group Chief Creative Officer, Creativeland Asia
“I told him (Piyush) once, ‘I’m your Eklavya,’ because I was an outsider in Ogilvy. I joined much later in my career as a GCD, but whatever I learnt in advertising, I learnt from him. He would laugh every time I said that. In the early years, we worked together on Rajasthan Tourism and Madhya Pradesh Tourism—campaigns very close to his heart. I had the honour of working with him on MP Tourism, and I remember an incident that perfectly explains who Piyush was. We were in a meeting for a big brand. Everyone had written their campaigns, including Piyush—because no matter where he reached, he always wanted to write. During the client presentation, he said, ‘You’ve heard all the campaigns; the worst script is mine.’ Imagine that humility. That was Piyush. His ideas were big, yes—but his stature was bigger, his heart was bigger, his laughter was bigger, his embrace was bigger. Every part of him was larger than life.”
Santosh Padhi (Paddy)
Founder & CCO, Into Creative
“In Sanskrit Piyush means nectar/milk, Piyush lived up to his name literally and fed the industry like a mother with amazing nutrients, when the industry needed them the most. What he has fed will remain in the industry’s system for a really long time. We know for sure that most guys at Ogilvy offices were lucky to have worked and learned so many wonderful things from him, but it won’t be wrong to say that there are lots of people of our industry who knowingly or unknowingly adopted his style of work. He gave a new voice and confidence to our work and all of us, but nothing in return beyond the little joy of creation. There was a little kid inside him who was always excited for pure honest creative work. I will always consider myself unlucky that I didn’t work with Piyush in this life span and only got my feed from outside watching his inspirational work and hearing all his human stories, exactly like Eklavya, I certainly owe him a part of me.”
Binit Kumar
AGM - Marketing - Oral Care, Dabur India Limited
“Piyush sir used to say ‘The more you are insecure about your idea, the less you share it - and the lesser the chance it has to become great.’ A legend whose ads - from Dairy Milk to Fevicol to Vodafone - have inspired one and all, I was fortunate enough to work with him on Dabur Red Paste. He has a commanding voice and I will always remember it. As it is said मेरी आवाज़ ही, पहचान है गर याद रहे.’”
