Advertising legend Piyush Pandey, known for campaigns like “Fevicol Ka Jod” and “Kuch Khaas Hai”, passes away at 70. A creative era ends. #PiyushPandey #IndianAdvertising
Early Years & Entry into Advertising
Born in 1955 in Jaipur, Rajasthan, Piyush Pandey came from a background steeped in cultural richness. He joined the advertising industry in 1982 with Ogilvy India, initially in client‑servicing and later moved into creative work.
His first print ad was for Sunlight Detergent, and within a few years his talent for insight‑driven storytelling became evident.
Rise to Creative Leadership
Under Pandey’s creative leadership, Ogilvy India became India’s most awarded creative agency—ranked No.1 in The Economic Times Agency Reckoner for twelve consecutive years.
His style was a departure from earlier, Western‑centric advertising: he used Indian languages, humour rooted in the everyday, and emotional narratives.
Iconic Campaigns & Cultural Impact
Pandey’s body of work is vast, but some campaigns stand out for their cultural imprint:
- Fevicol – “Fevicol Ka Jod”, which used humour and metaphor to embed a brand message in popular memory.
- Cadbury – “Kuch Khaas Hai” campaign which captured emotional bonding through simple human moments.
- Bajaj – “Humara Bajaj” which became a statement of pride for Indian consumers.
- The 2014 campaign slogan “Ab Ki Baar, Modi Sarkar”, which shows Pandey’s influence even in the political‑communication space.
His campaigns didn’t just sell products—they became part of public culture and memory.
Awards, Recognition & Leadership
Pandey’s excellence was widely recognised:
- Awarded the Padma Shri by the Government of India in 2016.
- He became the first Asian to serve as President of the Jury at Cannes Lions.
- His global role as Chief Creative Officer Worldwide for Ogilvy (2019) and Executive Chairman India underscored his leadership.
Passing Away & Tributes
Pandey passed away on 24 October 2025 at the age of 70 after battling an infection. The news triggered an outpouring of tributes from peers, celebrities and industry heads.
Anand Mahindra called him a friend whose “irrepressible zest for life” inspired many.
Prime Minister Narendra Modi and other leaders shared condolences, highlighting the void his departure leaves in Indian creativity.
Legacy & Enduring Influence
Pandey’s legacy lies not just in the work he left behind, but in the path he paved for Indian advertising to embrace its cultural identity—shifting from imitating global templates to telling Indian stories in Indian voices.
For upcoming creatives, his example emphasises: authenticity, cultural resonance and human insight matter as much as design or copy.
His campaigns are studied in design schools, marketing curricula and creative forums, and his style of taking vernacular, humour and emotion seriously continues to shape the industry.
A Spiritual Reflection on Creativity & Service
In the realm of brand stories and mass‑communication, the teachings of Sant Rampal Ji Maharaj offer a deeper perspective: real success lies not in recognition alone, but in service to humanity and elevation of consciousness. Pandey’s work, while commercial, entered people’s homes, hearts and memories—it bridged commerce and culture. In that sense, his creative journey reflects how professional excellence and human impact can go hand in hand.
What to Watch Going Forward
- How Ogilvy India honours Pandey’s legacy through internal programmes, scholarships or mentorship initiatives.
- The institutionalisation of his approach in Indian advertising curricula—how cultural authenticity becomes mainstream.
- Which upcoming creatives cite his work as foundation and how new campaigns evolve in the vernacular era.
FAQs: Piyush Pandey – Life & Impact
Q1. Who was Piyush Pandey?
Piyush Pandey was a legendary Indian advertising professional who spent over four decades with Ogilvy, led its creative vision, and crafted culturally resonant campaigns that shaped Indian advertising.
Q2. What are some of his most famous campaigns?
Fevicol’s “Fevicol Ka Jod”, Cadbury’s “Kuch Khaas Hai”, Bajaj’s “Humara Bajaj” and the slogan “Ab Ki Baar, Modi Sarkar” are among his iconic works.
Q3. What awards did he receive?
He was awarded the Padma Shri in 2016, received global recognition (including Cannes Lions involvement), and held major creative leadership roles.
Q4. When did he pass away and what was the cause?
He died on 24 October 2025 at the age of 70, after suffering from an infection.
Q5. What is his enduring influence?
Pandey helped re‑imagine Indian advertising’s voice—applying cultural nuance, vernacular language, humour and emotional stories—and influenced generations of creatives across India.
Piyush Pandey’s journey reminds us that creativity anchored in culture, authenticity and human insight can elevate not just brands—but also the collective imagination of a society. His departure marks the end of an era, yet his influence will continue to ripple through the stories, campaigns and voices that follow.
