Piyush Pandey, the Padma Shri award-winning creative visionary who gave Indian advertising its unique heart and voice, passed away on Thursday at the age of 70. Born in Jaipur, he is survived by his wife, Nita Pandey.
For over four decades, Pandey personified Ogilvy India — and Indian advertising itself. After brief stints as a cricketer, tea taster, and construction worker, he joined the agency in 1982. At 27, he entered an ad world steeped in English influence and revolutionised it by bringing in emotion, language, and stories that resonated with every Indian.
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Here are five unforgettable campaigns that define his legacy:
“Kuch Khaas Hai” – Cadbury Dairy Milk
The 1993 ad featuring a young woman running onto the cricket pitch in joy after a six remains one of India’s most cherished commercials. Directed by Shantanu Shorey and conceptualised by Pandey’s Ogilvy team, it redefined storytelling in Indian advertising.
“Fevicol ka Jod” – Fevicol
From a bus packed with passengers to the unbreakable egg, Fevicol’s ads turned a simple adhesive into a cultural symbol. Pandey’s humour and simplicity made “Fevicol ka jod” part of India’s everyday language.
