The world of Indian advertising lost one of its most influential creators when Piyush Pandey passed away in October 2025, leaving behind a legacy of bold ideas, culturally rooted stories and brand campaigns that became part of the national psyche. :contentReference[oaicite:0]{index=0}
From Tea-taster to Advertising Icon
Born in Jaipur in 1955, Pandey’s early life took unexpected turns—from playing Ranji Trophy cricket for Rajasthan, to working as a tea-taster, before discovering a passion for advertising. :contentReference[oaicite:1]{index=1} He joined Ogilvy & Mather India (Ogilvy) in 1982 as a client-servicing executive and gradually moved into the creative department. :contentReference[oaicite:3]{index=3}
Campaigns That Transformed Brands
(and India’s Advertising Language)
Pandey’s strength lay in storytelling rooted in Indian culture, humour and everyday life. As one piece noted, “He is the man who brought Bharat to India in the world of advertising”. :contentReference[oaicite:4]{index=4} He crafted memorable campaigns for brands such as:
- Fevicol – adverts like the tug-of-war and fish ads made the brand a cultural reference point. :contentReference[oaicite:6]{index=6}
- Cadbury Dairy Milk – “Kuch Khaas Hai” became a tagline that transcended chocolate. :contentReference[oaicite:8]{index=8}
- Asian Paints – “Har Ghar Kuch Kehta Hai” connected colour to identity and home. :contentReference[oaicite:10]{index=10}
- He is also credited with giving advertising its voice in Hindi and local languages, shifting from a purely Westernised style. :contentReference[oaicite:11]{index=11}
A Global Icon with Local Roots
Under his leadership at Ogilvy India, the agency was ranked No. 1 for consecutive years and became one of the most creative offices in the global network. :contentReference[oaicite:12]{index=12} In 2024, he was honoured with the LIA Legend Award, further cementing his global impact. :contentReference[oaicite:14]{index=14}
Legacy & Lessons for Brands Today
What lessons can marketers and brands draw from Pandey’s work?
- Root campaigns in culture: Many of his successful ads resonated because they spoke the language of the people, not just the language of advertising. :contentReference[oaicite:15]{index=15}
- Story over sell: Emotional connection and storytelling dominated his work, rather than pushy sales language. :contentReference[oaicite:16]{index=16}
- Language matters: By shifting to Hindi and local dialects, he expanded the audience and brought inclusivity. :contentReference[oaicite:17]{index=17}
- Consistency and quality: His work spanned decades, with continuous innovation and creative excellence. :contentReference[oaicite:18]{index=18}
Farewell to a Legend
As tributes poured in from across the industry and nation, it became clear that Piyush Pandey was more than an ad-man — he was a cultural innovator and storyteller who left an indelible mark on brand communication in India and beyond. :contentReference[oaicite:19]{index=19}
His passing marks not just the end of a career, but an era of Indian advertising that he helped define. Brands, creatives and audiences alike will continue to learn from his legacy for years to come.
