What set Piyush Pandey apart was his conviction that authenticity was the highest form of creativity. In an era chasing slickness and imported ideas, he stayed rooted in the local, proving that “desi” could be both powerful and world-class. Under his leadership, Ogilvy India became synonymous with emotional storytelling, inspiring a generation of young minds to look inward for inspiration, to find greatness in the language, gestures and everyday poetry of their own land.
Piyush Pandey’s partnership with Pidilite gave India some of its most iconic and enduring brand stories. With Fevicol, he turned an adhesive into a cultural metaphor, one that bound not just materials, but people and emotions. Whether it was a bus packed with passengers that wouldn’t come apart or a cracked egg held together by Fevicol, his ideas stuck, quite literally, in the nation’s mind.
Fevikwik, on the other hand, showcased Pandey’s mastery of brevity and timing. With its unforgettable tagline “Todo nahi, jodo” and quick, situational humour, the brand carved its own identity as Fevicol’s nimble sibling. In just a few seconds, his ads could make audiences laugh, relate, and remember, proving that simplicity and sharp human insight were the strongest bonds of all. Through Pidilite, Pandey didn’t just market glue; he built connections that have held firm across decades of Indian advertising.
Sudhanshu Vats, Managing Director, Pidilite Industries says, “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. Through 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.”
Sudhanshu further adds, “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.”
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