Often hailed as the father of Indian advertising, Pandey redefined the way brands spoke to Indians. His work was deeply rooted in the soil of India — honest, human, witty, and evocative. From “Har Ek Friend Zaroori Hota Hai” to “Fevicol ka mazboot jod”, from “Chalta Rahe Mere Desh” to “Mile Sur Mera Tumhara”, Pandey’s ideas didn’t just sell products — they became part of the nation’s cultural lexicon.
Born and raised in Jaipur, Piyush Pandey’s journey was anything but conventional. Before joining Ogilvy, he was a cricketer who represented Rajasthan in the Ranji Trophy. He entered advertising at a time when English-dominated scripts ruled Indian adland. What he brought instead was a refreshing authenticity — campaigns that spoke the language of the street, the village, the middle-class home. His work mirrored India’s humour, its contradictions, and its heart.
Joining Ogilvy in 1982, Pandey rose through the ranks to become one of the most respected creative leaders globally. Under his watch, Ogilvy India transformed into a creative powerhouse that consistently set benchmarks for storytelling and brand-building. His partnership with brands like Fevicol, Cadbury, Asian Paints, and Vodafone produced campaigns that are today case studies in timeless communication.
But beyond the ads, it was Pandey’s personality that shaped generations of creative professionals. His booming laugh, his distinctive moustache, his ability to see poetry in everyday life, and his insistence on simplicity over jargon inspired countless copywriters, art directors, and planners who passed through Ogilvy’s doors. He was a mentor who celebrated instincts, not processes; ideas, not egos.
In a business often accused of chasing awards and applause, Piyush Pandey stood for something purer — work that moved people. “I don’t write ads, I tell stories,” he often said. Those stories, drawn from the ordinary lives of Indians, made him extraordinary.Pandey’s contribution went far beyond advertising. He was the creative mind behind “Jai Ho”, the political campaign that helped shape national narratives. He was also the voice of social change, lending his creativity to causes like polio eradication and women’s empowerment.Tributes have already begun to pour in from across the world of media, marketing, and beyond. Colleagues describe him as a “teacher, friend, and institution.” Industry peers call him “the conscience keeper of Indian advertising.”
With his passing, an era ends — one that celebrated emotion over algorithms, insight over analytics, and craft over convenience. For an industry increasingly driven by data and AI, Piyush Pandey was the last of the great romantics — a man who believed that creativity was, at its core, an act of humanity.
As India mourns the loss of its greatest storyteller, the echoes of his words and his work, will continue to remind us what advertising can be when it comes straight from the heart.
The post Piyush Pandey, the father of Indian advertising, passes away at 70 appeared first on Veritas News.
