The advertising world has lost one of its brightest and humblest creative souls.
Piyush Pandey, the man who gave India its most unforgettable ad stories, from Fevicol to Cadbury to Hutch’s “You & I”, passed away after a short illness.
He was 70.
For over four decades, Pandey defined what it meant to speak to the heart before selling to the mind.
His storytelling, laced with humour, humanity and unmistakable Indian warmth, turned ads into cultural moments.
He gave the keynote address at the 6th Malaysian Media Conference, and more importantly, judged the Malaysian Creative Circle (MC2) Awards with David Droga on Malaysian soil.
“Culture is closer to people’s hearts than minds… if you are able to use culture in the backdrop of a good idea, chances that you will succeed are much better,” he once said, when interview by The Star.
Starting as a trainee at Ogilvy in 1982, Pandey rose through the ranks to become Executive Chairman of Ogilvy India and later Global Chief Creative Officer.
Under his watch, Ogilvy became not just an agency but a creative institution – winning global recognition and nurturing generations of storytellers.
He wasn’t just an adman. He was a teacher in disguise.
His belief that “culture is closer to people’s hearts than minds” changed the grammar of Indian advertising forever.
From the earthy charm of Fevicol’s “The Ultimate Adhesive” to Cadbury’s Kuch Khaas Hai that melted every Indian heart, Pandey gave brands a voice that was honest, funny, and deeply human.
Pishu’s creative genius wasn’t limited to brands.
He also shaped politics, crafting the 2014 Indian election slogan “Ab Ki Baar, Modi Sarkar”, now etched into India’s political history.
Yet behind the awards, Cannes honours, and his Lion of St. Mark lifetime achievement, he remained humble.
He often said, “A Brian Lara can’t win for the West Indies alone. Then who am I?”
That humility made him larger than life.
His passing marks the close of an extraordinary chapter in advertising; one where language, culture, and laughter came together to move millions.
He leaves behind a timeless lesson for creatives everywhere: Find the human truth first. The tagline will follow.
Your words will forever echo in every line that dares to speak honestly.
Rest In Peace, Piyush Pandey (1955–2025).
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