The advertising world mourns the loss of Piyush Pandey, a legendary figure in Indian advertising, who passed away at the age of 70. The news of his demise was announced by columnist Suhel Seth on social media platform X, on Friday morning. Pandey, celebrated for his groundbreaking work, was the creative force behind iconic campaigns for brands such as Asian Paints, Cadbury’s, and Fevicol, which have left an indelible mark on Indian advertising.
Pandey began his career in 1982 with Ogilvy & Mather India (now Ogilvy India), starting as a trainee account executive before transitioning to the creative side. His innovative approach and storytelling prowess revolutionized the industry, earning him global recognition. In 2004, he became the first Asian to serve as jury president at the Cannes Lions International Festival of Creativity. His contributions were further honored with the CLIO Lifetime Achievement Award in 2012 and the Padma Shri, making him the first advertising professional in India to receive the prestigious national award.
Tributes poured in from across the industry and beyond. Filmmaker Hansal Mehta described Pandey as ‘the glue of the ad world,’ while Union Minister Piyush Goyal expressed profound grief, calling him a ‘phenomenon’ whose creativity redefined storytelling. Pandey’s legacy includes timeless campaigns like Asian Paints’ ‘Har khushi mein rang laaye,’ Cadbury’s ‘Kuch Khaas Hai,’ and Fevicol’s iconic ‘Egg’ film, which continue to resonate with audiences.
Pandey’s passing leaves a void in the advertising world, but his innovative spirit and contributions will continue to inspire future generations. His work not only shaped brands but also captured the essence of Indian culture, making him a true patriot and a creative genius.