Amul’s touching tribute to ‘India’s greatest ad-man’ Piyush Pandey captures a nation’s respect: ‘Game recognises game’

Following the news of Pandey's passing, Indian dairy giant Amul paid a touching tribute on Instagram through its signature creative.

In the artwork, Pandey is depicted with his iconic moustache, writing on a sheet of paper, a nod to his legendary craft

India mourned the loss of one of its most celebrated, and arguably the most famous, advertising icons, Piyush Pandey, who passed away on Friday morning at the age of 70. Renowned for his ability to weave emotion, humour, and local culture into memorable campaigns, Pandey’s impact extended far beyond the world of advertising.

Following the news of his passing, Indian dairy giant Amul paid a touching tribute on Instagram through its signature creative. The post, featuring the line “Inka sur sabse mila,” included the caption: “Amul Topical Tribute to one of India’s advertising legends!” In the artwork, Pandey is depicted with his iconic moustache, writing on a sheet of paper, a nod to his legendary craft.

Check out the post:

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A post shared by Amul – The Taste of India (@amul_india)

The tribute quickly resonated online, sparking an outpouring of admiration. One user wrote, “India’s greatest ad-man,” while another described it as “a beautiful tribute to an advertising legend!” Others shared their condolences, saying, “May his soul rest in peace,” and recognizing him as the “Captain behind the captions.” The heartfelt reactions captured the deep respect and affection Pandey inspired across generations.

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Who was Piyush Pandey?

Born in Jaipur in 1955, Piyush Pandey began his journey with Ogilvy & Mather India in 1982 as a client-servicing executive. Over the decades, his exceptional creativity and visionary leadership helped him rise to the roles of Executive Chairman and Creative Director, where he played a key role in shaping some çof India’s most memorable advertising campaigns.

Pandey’s work continues to leave a lasting mark on the country’s cultural memory. From Asian Paints’ “Har khushi mein rang laaye” and Cadbury Dairy Milk’s “Kuch Khaas Hai” to Fevicol’s unforgettable “Egg” commercial and Hutch’s charming “You and I” pug ad, his campaigns captured the essence of India and resonated deeply with audiences.