Piyush Pandey, the towering creative force behind Indian advertising, passed away on Thursday, leaving behind a legacy that shaped the very soul of the industry. Known as the man who gave Indian advertising its voice and accent, Pandey’s influence spanned over four decades at Ogilvy India, the agency synonymous with his vision and creativity.

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A Voice for the People A Reluctant Icon Ideas Above All

A Voice for the People

Pandey’s journey began in 1982 when he joined Ogilvy India at the age of 27, after brief stints as a cricketer, tea taster, and construction worker. At a time when English dominated the advertising world, he transformed it by infusing local sensibilities, emotions, and the everyday stories of Indians into brand campaigns.

From iconic campaigns for Asian Paints (“Har Khushi Mein Rang Laaye”) to Cadbury (“Kuch Khaas Hai”), Fevicol, and Hutch, Pandey turned advertisements into cultural landmarks. “He made advertising speak from the heart of India, not from ivory towers,” said industry peers, reflecting the depth of his influence.

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A Reluctant Icon

Despite his fame, Pandey remained self-effacing, often emphasizing teamwork over individual glory. A passionate cricketer, he frequently compared advertising to the sport he loved: “A Brian Lara can’t win for the West Indies alone. Then who am I?” Under his leadership, Ogilvy India became one of the most awarded agencies globally and a nurturing ground for creative leaders.

In 2018, Piyush and his brother, filmmaker Prasoon Pandey, became the first Asians to receive the prestigious Lion of St. Mark at Cannes Lions International Festival of Creativity — a tribute to a lifetime of work that elevated Indian storytelling to a global stage.

Ideas Above All

Pandey’s philosophy centered on emotional truth over flash or trend. He often advised young creatives: “Somewhere, you need to touch the hearts. No audience is going to see your work and say, ‘How did they do it?’ They will say, ‘I love it.’” This belief ensured that every campaign he touched resonated deeply with audiences.

His influence extended beyond commercial advertising. Pandey contributed to India’s political communication, helping craft one of the most memorable slogans — “Ab ki baar, Modi sarkar.” Yet, his most enduring legacy lies in the generations of storytellers he inspired to embrace authenticity, emotion, and the local spirit.

A Lasting Legacy

When Pandey stepped down as Executive Chairman of Ogilvy India in 2023, he moved into an advisory role, closing a remarkable chapter in Indian advertising with quiet dignity. Known for his booming laugh, trademark moustache, and humility, Pandey leaves behind not just a family and colleagues but an industry forever shaped by his vision.

“The best ideas come from the street, from life, from listening,” he often said. Through this ethos, Pandey gifted India not only memorable ads but also a language and a soul uniquely its own. His death marks the end of an era, but his spirit will continue to guide Indian advertising for generations to come.

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