Legendary adman Piyush Pandey passed away on Friday, October 24, at the age of 70. A Padma Shri awardee, the first from India’s advertising fraternity, and former Ogilvy India chief advisor, Pandey is widely credited with changing the tone and texture of Indian advertising, layering it with unmistakable local wit, warmth, and authenticity.
Born in Jaipur to a family of nine children—seven daughters and two sons—Pandey grew up surrounded by creativity. His siblings include film director Prasoon Pandey and folk singer-actor Ila Arun. He found his way into advertising almost by accident, but once he did, he rewrote the rules of the game.
Over a four-decade career, Pandey created some of India’s most unforgettable campaigns from Fevicol’s 'Fevicol ka jod, tute nahi' and 'Egg' series, to Cadbury Dairy Milk’s 'Kuch khaas hai', and even the BJP’s 2014 election slogan 'Acche din aane wale hain.'
Pandey began his advertising career in 1982, joining Ogilvy as a client servicing executive. His first piece of copy was for the Sunlight Detergent print ad, which was a modest start to what would become a creative journey extraordinaire.
After six years, he moved into the creative department, where he went on to craft some of India’s most enduring campaigns for brands such as Luna, Fevicol, Cadbury, and Asian Paints. Within three years, he was promoted to creative director, later rising to national creative director, and in 1994, to Ogilvy India’s board of directors.
Under his leadership, Ogilvy India held its place as the country’s leading creative agency for more than a decade. In 2004, Pandey made history as the first Asian jury president at the Cannes Lions International Festival of Creativity. Fourteen years later, in 2018, he and his brother, filmmaker Prasoon Pandey, became the first Asians to receive the Lion of St. Mark, Cannes’ highest honour for lifetime achievement in creativity.
Pandey stepped down as executive chairman of Ogilvy India in 2023 to take on an advisory role.
Tributes have poured in from across India’s business, political, and creative communities, hailing Pandey as the man who gave Indian advertising both its humour and its heart.
India's Finance Minister, Nirmala Sitharaman, tweeted:
Saddened to hear of the passing of Shri Piyush Pandey.
— Nirmala Sitharaman (@nsitharaman) October 24, 2025
A titan and legend of Indian advertising, he transformed communication by bringing everyday idioms, earthy humour, and genuine warmth into it.
Have had opportunities to interact with him on various occasions.
Heartfelt… pic.twitter.com/tytshG1aHK
Chairperson of Kotak Securities, Uday Kotak, said:
Sad that Piyush Pandey leaves us. He launched Kotak Mahindra Bank with a campaign in 2003, describing banking as “common sense”. Amazing out-of-the-box thinker and a humble person. He weaved creativity with an Indian context. Will miss him. pic.twitter.com/98o4KiUiT0
— Uday Kotak (@udaykotak) October 24, 2025
Bollywood filmmaker Hansal Mehta penned a heartfelt tribute on X: "Fevicol ka jod toot gaya. The ad world lost its glue today. Go well, Piyush Pandey"
Indian businessman and columnist Suhel Seth said: "Piyush Pandey was not just an advertising mind. He was not just a fine cricketer. He was not just an adoring husband. He was not just a brilliant colleague. He was not just an inspiring force. He was just Piyush Pandey. When you talked to him, when you worked with him, and when you dealt with him, you knew you were not only dealing with a superior mind, but with a superior heart. Everything about him was open.
Everything about him was unforgiving. Everything about him was placid, serene, and yet brimming with energy. I first met Piyush in 1990 when I just joined Ogilvy in Calcutta as a-Piyush Pandey was not just an advertising mind. He was not just a fine cricketer. He was not just an adoring husband. He was not just a brilliant colleague. He was not just an inspiring force. He was just Piyush Pandey. When you talked to him, when you worked with him, and when you dealt with him, you knew you were not only dealing with a superior mind, but with a superior heart. Everything about him was open."
Some masterpieces from Pandey's portfolio
Fevicol's iconic ads defined his legacy
India's polio awareness campaign
One of his early ads for Luna moped
Every home has a story: Pandey gave emotional depth to Asian Paints
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