Indian Advertising Legend Piyush Pandey Dies at 70

Piyush Pandey, a pivotal figure in Indian advertising, passed away at the age of 70 on Thursday. His contributions have significantly shaped the marketing landscape in India over the last four decades.

Piyush Pandey: The Face of Indian Advertising

Born in Jaipur, Pandey’s journey in advertising began early when he and his brother, Prasoon, lent their voices to radio jingles. After dabbling in various occupations, including cricket and construction, he joined Ogilvy in 1982. There, he found his passion and started redefining how brands communicated with Indian consumers.

Transforming Advertising in India

At just 27 years old, Pandey entered a field dominated by English narratives and highbrow aesthetics. He revolutionized advertising by creating campaigns that resonated with everyday Indian life. His famous works include:

• Asian Paints: “Har khushi mein rang laaye”
• Cadbury: “Kuch Khaas Hai”
• Fevicol: Iconic “Egg” film
• Hutch: Pug advertisement

These campaigns not only entertained but also reflected the essence of Indian culture, earning Pandey immense respect in the industry.

A Reluctant Icon

Despite his significant achievements, Pandey remained humble. He considered himself a team player and emphasized that success is a collective effort. Under his leadership, Ogilvy India became one of the most awarded agencies globally.

Accolades and Recognition

Pandey’s influence extended beyond India. In 2018, he and his brother Prasoon became the first Asians to receive the Lion of St. Mark, a prestigious lifetime achievement award from the Cannes Lions. Additionally, he made history as the first Asian jury president at the Cannes Film Festival in 2004. His accolades include:

• CLIO Lifetime Achievement Award (2012)
• Padma Shri Award

He was also the first individual from the advertising sector to receive the Padma Shri, highlighting his extraordinary impact on the field.

Advertising with Emotion

Pandey believed that effective advertising must resonate emotionally with its audience. His famous campaign slogan for Prime Minister Narendra Modi, “Ab ki baar, Modi sarkar,” became a significant political catchphrase.

Through his visionary work, Piyush Pandey not only changed the narrative of Indian advertising but also inspired a new generation of storytellers.