Piyush Pandey, the voice of Indian advertising, dies at 70

By Admin

24 Oct, 2025

The Indian advertising world mourns the loss of one of its most iconic figures. Piyush Pandey, the creative visionary who gave Indian advertising its distinct voice and soul, passed away on Thursday at the age of 70. For over four decades, Pandey stood as the face of Ogilvy India and indeed, of Indian advertising itself. With his trademark moustache, booming laugh, and profound understanding of the Indian consumer, he transformed advertisements from English-speaking showcases into stories rooted deeply in everyday life and emotion.

A Storyteller of the Streets

Born in Jaipur, Pandey’s journey with advertising began early. Alongside his brother Prasoon, he lent his voice to radio jingles for everyday products. Before joining Ogilvy in 1982, he explored diverse paths, dabbling in cricket, tea tasting, and construction work. But it was at Ogilvy that he discovered his true calling, redefining the way India communicated with itself.

At just 27, Pandey entered an industry dominated by English and elite aesthetics. He broke the mould with campaigns that spoke the language of the people. Iconic ads such as Asian Paints’ “Har khushi mein rang laaye,” Cadbury’s “Kuch Khaas Hai,” Fevicol’s legendary “Egg” film, and Hutch’s pug advertisement became embedded in Indian popular culture. His earthy humour and instinctive storytelling transformed advertisements into reflections of Indian life. As a longtime colleague remarked, “He changed not just the language of Indian advertising; he changed its grammar.”

A Reluctant Legend

Despite his monumental reputation, Pandey remained grounded. He consistently described himself as a team player rather than a star. “A Brian Lara can’t win for the West Indies alone. Then who am I?” he once quipped.

Under his leadership, Ogilvy India became one of the most awarded agencies in the world. Alongside his brother, he became the first Asian to receive the Lion of St. Mark, Cannes Lions’ lifetime achievement honour, in 2018. Pandey also made history as the first Asian jury president at the Cannes Film Festival in 2004. His accolades include the CLIO Lifetime Achievement Award in 2012 and the Padma Shri, marking him as the first individual from Indian advertising to receive the prestigious civilian honour.

Ideas with Heart

Pandey’s philosophy was simple yet profound: good advertising must touch hearts, not just impress minds. “No audience is going to see your work and say, ‘How did they do it?’ They will say, ‘I love it,’” he famously said.

This belief shaped everything he touched, from biscuits to political campaigns. His slogan “Ab ki baar, Modi sarkar,” written for Prime Minister Narendra Modi’s 2014 election campaign, became a political catchphrase an enduring example of his unparalleled ability to capture public sentiment.

Piyush Pandey’s legacy will forever remain etched in the stories, laughter, and emotions of India. Through his work, he didn’t just sell products he connected with people, leaving a mark on Indian culture that transcends advertising.