When I first began reporting on Indian advertising, I was utterly clueless. Agencies, campaigns, pitches all blurred into a haze of jargon and hustle.
But there was one name I had already heard long before I understood what advertising even meant: Piyush Pandey.
Today, that name, once synonymous with the soul of Indian advertising, has fallen silent. Yet, his work continues to speak louder than ever.
You can still hear echoes of his genius in the warmth of Asian Paints’ “Har khushi mein rang laaye”, the jingle of Cadbury’s “Kuch Khaas Hai”, the wit of Fevicol, and the simplicity of Hutch’s ‘You & I’.
These weren’t just ads; they were mirrors reflecting an India that was growing, dreaming, and smiling. Pandey didn’t just sell products; he sold feelings. His language was simple, his humour effortless, and his humanity unmistakable. He taught an entire generation of advertisers that truth, which is not polished, can make communication timeless.
Reacting to his passing, Prime Minister Narendra Modi shared a heartfelt tribute on X, writing that Piyush Pandey “made a monumental contribution to the world of advertising and communications,” recalling their conversations with fondness. The Prime Minister’s words echoed a shared sentiment across the industry, one that had learned how to “speak Indian again” because of Piyush.
Pandey’s magic lay in how he made advertising feel familiar. His films carried the smell of home-cooked food, the sound of laughter echoing through Indian households, the texture of everyday life. Before him, advertising often looked Westward for inspiration. After him, it looked inward into the streets, kitchens, playgrounds, and hearts of India.
He made us believe that our own stories, told in our own voice, were good enough, in fact, better in many ways.
Voices from the Industry:
Harsha Razdan, CEO, dentsu South Asia, captures what made Pandey larger than advertising itself, “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 highlights.
Razdan highlighted that he made India’s voice heard through stories that came straight from the heart. There was no pretense 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 inspired as many people, across generations, just by being so real. He will be missed for a long, long time,” Razdan adds.
Prathap Suthan, Managing Partner & Chief Creative Officer, Bang In The Middle, shared a powerful personal memory one that revealed Pandey’s quiet leadership and unshakeable integrity:
“This was sometime in 2005 during an industry meeting... I arrived late because of fog delays. As I walked in, someone looked up and said, ‘Here comes India Shining,’ and the room burst into laughter. At that time, I was the National Creative Director at Grey, and our India Shining campaign for the Vajpayee government had become an easy scapegoat after the election loss. As the laughter spread, Piyush stood up, visibly upset,” Suthan mentions.
He said, ‘You laughed at him when he walked in, but let me tell you something. Every one of you here pitched for that business. None of you won it. His agency did. And his campaign ran. That’s a fact. How many of your campaigns will be remembered fifty years from now? Most will be forgotten in two. But India Shining, good or bad, will always be remembered.’
The room went silent. He didn’t have to defend me, but he did. That day, I saw him not as a competitor, but as a true leader of Indian advertising.”
Anita Kotwani, Chief Client Officer, dentsu South Asia, distilled his teachings into timeless lessons: She mentions that Three nuggets from the legend that have stayed with me and always will:
1. Sell the emotion, not just the product
2. Stay rooted in local culture and language
3. Simplicity is the ultimate sophistication
Kotwani mentions that he always told us, ‘Don’t let the child in you die’ and I saw that alive in him every single day.”
Prakash Varma, co-founder of Nirvana Films, stated, “I will forever be grateful for the love and blessings I received from Piyush. He was a guiding light and a true friend. Everyone who knew him closely knows how much he could impact you. I am blessed.”
