Piyush Pandey, Legend of Indian Advertising, Dies at 70

The Indian advertising world is grieving the loss of Piyush Pandey, a beloved figure who transformed how brands connect with people.

Pandey, who was Ogilvy’s Chief Creative Officer Worldwide (2019) and Executive Chairman India, passed away on Thursday, October 23, at 70 due to an infection.

His four-decade career leaves behind a legacy that touched hearts across India.

Pandey, honored with the Padma Shri in 2016 and the LIA Legend Award in 2024, had a unique gift for making ads feel truly Indian.

He moved away from Western styles, using humor, local languages, and everyday stories to create campaigns that felt like they belonged to us all.

His work didn’t just sell products—it became part of India’s culture.

• Ad World Pays Tribute to Piyush Pandey, the Creative Legend Who Defined Indian Advertising
• Piyush Pandey Passes Away at 70: Remembering the Man Behind Fevicol, Cadbury, and ZooZoos
• Ogilvy’s Piyush Pandey, Padma Shri Awardee and Architect of Indian Advertising, Dies at 70

Starting at Ogilvy in 1982 in client servicing, Pandey soon found his calling in creativity. Within six years, he was leading the creative team, eventually becoming National Creative Director. His leadership made Ogilvy India the top agency for 12 years straight, according to the Economic Times Agency Reckoner. In 2004, he broke barriers as the first Asian Jury President at the Cannes Lions Festival. Last year, he stepped into a Chief Advisor role, a transition cut short by his passing.

His campaigns are unforgettable: Fevicol’s catchy “Todo Nahin, Jodo,” Cadbury’s heartwarming “Kuch Khaas Hai,” Vodafone’s adorable ZooZoos, and the life-changing “Do Boond Zindagi Ke” polio campaign with Amitabh Bachchan. He even shaped India’s cultural and political landscape, writing “Mile Sur Mera Tumhara” in 1988 and crafting the BJP’s 2014 slogan “Achche Din Aane Wale Hain.”

A former cricketer and history graduate from St. Stephen’s College, Delhi, Pandey stayed humble despite global fame. His awards include the Lions Lifetime Achievement Award (2018, with brother Prasoon) and a rare double gold at Cannes for an anti-smoking campaign.

Also Read: Instagram Adds AI Editing Tools Directly to Stories

Pandey’s passing leaves a huge void, but his warmth, wit, and ability to capture the Indian spirit will live on, inspiring generations