Piyush Pandey, Legendary Adman, Dies at 70

Piyush Pandey, the legendary Indian adman best known for his iconic advertising campaigns like Fevicol and Cadbury Dairy Milk, has passed away at the age of 70. Widely regarded as the man who gave Indian advertising its distinct voice and emotional depth, Pandey died after battling an infection. His death marks the end of an era that saw Indian advertising evolve from Western mimicry to a culturally rooted industry that spoke directly to the Indian people in their language and with their emotions.

Pandey’s journey in advertising began when he joined Ogilvy India in 1982, an agency where he spent more than 40 years shaping creative storytelling. Starting at a time when English dominated Indian advertising, he revolutionized the industry by introducing Hindi and other Indian languages, infused with local culture, humor, and warmth. His campaigns for brands such as Fevicol, Cadbury, Asian Paints, and Hutch became household names, not just because they sold products, but because they resonated deeply with the everyday lives of Indians.

Among his most celebrated campaigns is Fevicol’s "Yeh Fevicol ka jod hai, tutega nahi" which humorously showed things sticking strongly together, symbolizing resilience and unity. The Cadbury Dairy Milk advertisement featuring a woman celebrating her partner's cricket victory with joy and dance became a cultural moment, breaking norms and establishing chocolate as a symbol of shared happiness in Indian homes. Pandey’s ads did not just market; they told stories that Indians saw themselves in, blending emotion, culture, and simplicity.

His creative influence extended beyond commercial brands to public service campaigns, including the highly impactful Pulse Polio campaign featuring Amitabh Bachchan, which played a significant role in India becoming polio-free. Pandey’s ability to connect brands and social messages with Indian audiences was unparalleled, earning him several accolades, including the prestigious Padma Shri award in 2016 and the LIA Legend Award in 2024.

The advertising community and prominent personalities mourn his loss deeply. Businessman Suhel Seth described him as not only a great advertising mind but also a true patriot and a wonderful human being. Union Minister Piyush Goyal remembered him as a friend whose brilliance shone through honesty and warmth. Even Prime Minister Narendra Modi expressed his grief, highlighting Pandey’s monumental contribution to advertising and communications, and recalling their personal interactions with fondness.

Piyush Pandey’s legacy lies not just in the awards and iconic slogans but in transforming Indian advertising from being English-centric and corporate-speak to a relatable, emotional narrative grounded in India’s cultural fabric. His work connected millions to brands through storytelling that was simple, yet profound. As the advertising world mourns "the glue that held it together," Pandey’s creative spirit is sure to inspire generations of advertisers and storytellers for years to come.

In summary, Piyush Pandey was a visionary who gave Indian advertising a soul and a voice, making everyday stories memorable through powerful, emotional storytelling. His passing is a loss not only for advertising but for the cultural tapestry of India’s modern media.

With inputs from agencies

Image Source: Multiple agencies