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Piyush Pandey, one of the most influential creative minds in Indian advertising, passed away on Thursday. He was 70. Credited with giving Indian advertising its own distinct tone and personality, Pandey spent more than forty years at Ogilvy India.
His passing brings down the curtain on an era when Indian advertising found its voice at street level, not in boardrooms. Known for his iconic moustache and deep love for stories rooted in everyday life, Pandey reshaped how brands spoke to people — adding emotion, authenticity, and cultural rhythm to their narratives.
Piyush Pandey won the Padma Shri award and the LIA Legend Award and is credited with bringing Indian values into a West-dominated Indian advertisement arena.
Pandey joined Ogilvy in 1982 after trying his hand as a cricketer, tea taster, and construction worker. He entered the advertising world at 27, at a time when English dominated the industry, and went on to rewrite its rules. His memorable work for brands, such as Asian Paints, Cadbury, Fevicol, and Hutch became part of India’s cultural memory.
By embracing Hindi and everyday Indian expressions, he brought humour, heart, and earthiness into mainstream brand communication.
Prime Minister Narendra Modi expressed his sorrow over Pandey’s death and fondly remembered his contributions to the world of advertising and communications, calling them “monumental.”
In a post on X, Modi wrote, “Shri Piyush Pandey Ji was admired for his creativity. He made a monumental contribution to the world of advertising and communications. I will fondly cherish our interactions over the years. Saddened by his passing. My thoughts are with his family and admirers. Om Shanti.”
Union Finance Minister Nirmala Sitharaman, too, shared her grief on X. “Saddened to hear of the passing of Shri Piyush Pandey. A titan and legend of Indian advertising, he transformed communication by bringing everyday idioms, earthy humor, and genuine warmth into it. Have had opportunities to interact with him on various occasions. Heartfelt condolences to his family, friends, and the entire creative fraternity. His legacy will continue to inspire generations,” Sitharaman posted on X.
Former cricketer Harsha Bhogle said, “Piyush Pandey entered a profession that spoke in beautifully nuanced English aur usko apni zubaan ka khubsoorat zaika pesh kiya. He flew high in the advertising world par kadam is sanskriti se alag kabhi nahi hue. He could take on layered communication needs aur usko itni aasaani se suljhaya ke hum sab waah kehte reh gaye. If you want to leave a mark in your profession, to Piyush Pandey bano. Advertising ka gold mohur. Goodbye my friend. Alvida.”
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