Mumbai: The man who gave the BJP “Ab Ki Baar, Modi Sarkar” and Cadbury “Kuch Khaas Hai” is no more.
Ad legend Piyush Pandey, considered to have given Indian advertising its distinct voice and soul, died on Thursday at the age of 70.
He stood as the face of Ogilvy for over four decades. He had a deep understanding of the Indian consumer, and transformed ads from English-speaking showcases into stories rooted in the country’s everyday life and emotion.
Pandey was born in Jaipur. His first trust with the industry came when he and his brother Prasoon voiced radio jingles for everyday products. Before joining Ogilvy in 1982, he dabbled in cricket, tea tasting, and construction work. But it was at Ogilvy that he found his calling – and went on to redefine how India spoke to itself.
When he entered the ad industry, it was ruled by English and elite aesthetics. He broke the mould with work that spoke the language of the people. His works include “Har khushi mein rang laaye” for Asian Paints, Fevicol’s iconic “Egg” film, and Hutch’s pug. All of these became part of Indian popular culture, just as Cadbury’s “Kuch Khaas Hai”.
It was his earthy humour and instinct for storytelling that helped turn advertisements into mirrors of Indian life. “He changed not just the language of Indian advertising. He changed its grammar,” a longtime colleague is reported to have said.
Despite the recognition that he earned, he remained grounded, describing himself as a team player rather than a star. “A Brian Lara can’t win for the West Indies alone,” he had once said. “Then who am I?”
Ogilvy India became one of the most awarded agencies in the world under his leadership. In 2018, he and his brother Prasoon Pandey became the first Asians to receive the Lion of St. Mark – Cannes Lions’ lifetime achievement honour — for elevating Indian creativity on the global stage.
Pandey also made history as the first Asian jury president at the Cannes Film Festival in 2004. He later received the CLIO Lifetime Achievement Award (2012) and the Padma Shri, becoming the first person from Indian advertising to be so honoured.
Pandey’s guiding belief was simple: good advertising must touch hearts, not just impress minds. “No audience is going to see your work and say, ‘How did they do it?’ They will say, ‘I love it,’” he once said.