Piyush Pandey, Creative Force Behind Fevicol and Cadbury Ads, Dies at 70
Advertising icon Piyush Pandey passed away on Friday at the age of 70 after battling an infection. Known for his influential work in the advertising industry, Pandey left a significant legacy with campaigns for renowned brands such as Fevicol and Cadbury. His last rites are scheduled for Saturday.
Piyush Pandey: A Legend of Indian Advertising
Pandey had an illustrious career that spanned nearly four decades in the advertising field. Joining Ogilvy in 1982, he quickly made a mark by writing his first advertisement for Sunlight Detergent. Over the years, he rose through the ranks to become the Chief Creative Officer Worldwide and Executive Chairman India of Ogilvy.
Impact on Branding and Creativity
During his tenure, Pandey was responsible for creating memorable ad campaigns for brands including:
- Fevicol
- Cadbury
- Asian Paints
- Luna Moped
- Fortune Oil
Under his leadership, Ogilvy India was recognized as the number one agency for 12 consecutive years according to the Agency Reckoner, a survey by The Economic Times.
Pandey’s work earned him numerous accolades, most notably the Padma Shri award in 2016, highlighting his contributions to the industry.
Acting and Creative Ventures
In addition to advertising, Pandey ventured into acting, appearing in the 2013 film “Madras Cafe” and contributing to marketing campaigns like the Magic Pencil Project for ICICI Bank. He was also the lyricist of the famous song “Mile Sur Mera Tumhara,” which celebrated India’s diversity and unity.
Tributes and Remembrance
Pandey’s passing elicited heartfelt tributes from various sectors, including business and politics. Union Finance Minister Nirmala Sitharaman praised his transformative impact on communication, stating, “He brought everyday idioms, earthy humor, and genuine warmth into it.”
Kotak Mahindra Bank’s Founder, Uday Kotak, remembered Pandey for his innovative campaign that launched the bank in 2003, highlighting his ability to integrate creativity with Indian sensibilities.
Author and columnist Suhel Seth expressed his sorrow, describing Pandey as not only an exceptional advertising talent but also a patriotic individual and a fine gentleman.
Piyush Pandey’s contributions will continue to influence future generations in the advertising realm. His legacy is sure to inspire many creative minds for years to come.
