There are legends who chase the world and then there are those who make the world turn toward them. Piyush Pandey belonged firmly to the latter. He didn’t just build brands; he built belonging. His genius lay not in jargon or design flair but in his ability to find poetry in the ordinary. Whether it was a mother’s pride, a neighbour’s joke, or a child’s smile, he turned the everyday into the unforgettable. In an industry once obsessed with imported ideas, he taught everyone that India itself was the greatest brief.
Pandey’s ads carried something no strategy deck could ever measure, emotion that felt lived in. They were funny without trying too hard, emotional without being sentimental. A Fevicol truck overloaded yet unbreakable wasn’t just a clever idea, it was India on wheels. A Cadbury girl dancing on the cricket field wasn’t just about chocolate, it was joy unfiltered. His campaigns became time markers for a generation, playing in the background of festivals, family gatherings and TV dinners, stitched into the fabric of our memories.
He was, above all else, a people’s creative, not the kind who hid behind jargon or process. Colleagues recall his ability to turn a casual chat into a masterclass, a rough idea into magic.
And so, as the ad world pauses to remember him, it isn’t just mourning a creative mind, it’s celebrating a voice that helped India find its own. Piyush Pandey made us see beauty in the everyday, pride in the local, and humour in our chaos. His legacy isn’t written in awards or slogans; it lives in the way India now speaks, with confidence, warmth and its own unmistakable accent.
Here's what Top Industry Leaders have to say about India’s very own adman:
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. 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. 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.”
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.”
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, less chance it can become great.” A legend whose ads for Dairy Milk to Fevicol to Vodafone has inspired one and many, fortunate enough to work with him on Dabur Red Paste. He has a commanding voice and I would always remember it. As it is said “Meri Awaaz hi, pehchaan hai, gar yaad rahe” (in hindi)”
Krishnarao Buddha (aka BK Rao), ex-Sr Category Head, Marketing, Parle Products Pvt Ltd
“I had the opportunity to work alongside Piyush Pandey during the unforgettable creative partnership of O&M with Parle. I recall the man who redefined simplicity and made emotion the heart of everyday brands. The Parle Chapter: 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 characters portrayed by Boman Irani and Vijay Patkar or the youthful whimsy of Hide & Seek and the ‘Kal Ka Genius’ campaign of 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 heavy weights 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 of it, 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.”
