The outpouring of grief extends far beyond the walls of Ogilvy or the brands Piyush Pandey helped build. Veteran leaders across the advertising industry, many of whom watched his rise and learned from his distinctive way of seeing India, are reflecting on the extraordinary imprint he leaves behind.
Their memories trace a man who defined modern Indian advertising while remaining rooted in everyday emotion and cultural truth. His influence was never confined to campaigns alone. For countless professionals, Pandey represented a school of thought: speak the audience’s language, honour their intelligence, and celebrate their stories. As tributes continue to flow, those who had the privilege of knowing, observing, or being mentored by him recall the humour, humility, and instinct that made him a giant of the craft.
Here’s what they have to say:
Ramesh Narayan, Founder, Canco Advertising, recalls that when their mutual friend Pradeep Guha expired, he (Narayan) had written a few lines which he wanted to use in a short film they were putting together.
“Suddenly the person helping to put together this tribute said it would be better if we could use the lines as a voice over. There were only two days left for the event. I frantically called Piyush at 7am (the time I normally called him) and explained my situation to him. [So you need someone to lend his voice to your words and you want it recorded today itself right?] [Ok Partner] he said. [I'll do it]. And that evening I got the voice over. He had lent his own voice to it. That’s Piyush for you..”
Manisha Kapoor, CEO & Secretary General, ASCI, fondly addresses Pandey as the legend of creativity who strongly believed in advertising that was responsible.
“He used to say I don't want to make advertising I’m not comfortable watching with my family. Piyush also had a point of view on whether responsibility was a burden on creativity- he felt that advertising was a strategic business tool, and not art for art’s sake. Team ASCI pays our deepest gratitude and respects to Piyush who was a guide, mentor and inspiration to the entire industry, and proof that true creativity won consumer hearts and trust. The ad industry will not be the same without him. Piyush - you’ve gone too soon.”
Santosh Padhi (Paddy), Founder, Chief creative officer, Into Creative, describes Piyush in Sanskrit meaning 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 system for really long. 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 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 small 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 part of me.”
Anadi Sah, National Creative Director, Chief Innovation Officer & Founding Partner, tgthr, describes how the news came as a shock when circulated of the loss of the legend of Indian advertising, whose work not only helped brands touch hearts but also shaped culture.
“Though I never had the privilege of working with him personally, his talks and interviews at various forums have been a guiding light and inspiration for me. His words of wisdom: "Speak the language of your audience, literally and figuratively. Words matter; culture matters" are a simple yet powerful truth that redefined Indian advertising and will continue to inspire generations. His legacy is immense and everlasting. While we have lost a jewel of advertising today, the brilliance of every heartfelt story that his work embodies will be eternal. My deepest condolences to his family, friends, and the countless colleagues and admirers who carry forward his vision.”
Lloyd Mathias, Brand Strategist, had worked with Pandey quite closely when he was heading marketing at Motorola, and his agency handled the brand’s brand planning. Beyond that, he has interacted with him over the years through various industry bodies. “I’d say there are two or three aspects that truly define Piyush. First, he’s possibly India’s greatest advertising mind over the last fifty years. He completely changed the idiom of Indian advertising, bringing in a deep Indian sensibility, not just through his thinking but also through his creativity. He moved advertising away from a formal, westernised tone and made it conversational and relatable to the common person. His campaigns, whether for Asian Paints, Fevicol, or Cadbury, carried a sense of social commentary and were deeply rooted in Indian insight. That was his genius: he understood India and its people profoundly.
The second thing that always stood out to me was his humility. Despite being a star in the advertising world, he carried his fame very lightly. He was approachable, empathetic, and could connect with anyone from senior board members to junior colleagues. When we worked together at Motorola, it was common for him to engage warmly with our global counterparts while still remaining grounded and genuine. That balance of being a legend yet so down-to-earth is rare. He never acted like a celebrity; he was truly ‘one of the boys’. Those qualities left a lasting impression on everyone who worked with him.”
Manav Parekh, EVP, Creative, Only Much Louder, says how he is seeing tribute posts for Pandey all over all the platforms today. “Outpouring of tributes and grief across Instagram, LinkedIN, publications, everywhere. That’s how loved the man and his work are. Like countless others in the field, a massive part of why I chose this career was the sheer existence of him and his work. I have never worked at Ogilvy nor did I have the pleasure of ever meeting him, and yet it feels like a father figure is no more. India has lost one of her most prolific champions.”
Saumya Baijal, Strategy Director, Virtue Asia, says that one of the biggest lessons she learnt from Pandey is to listen. Really listen, intently, intentionally. “Listen to people speak, stories lurk, clients talk. I've found that so critical- because that's where you understand the real problems, the hearts of insights and the delightful stories. That's where magic rests. The one Piyush could see and listen to.”
