India’s advertising world is in deep mourning following the death of Piyush Pandey, the legendary copywriter and creative director who revolutionized brand storytelling with his signature blend of humor, Hindi flair, and cultural insight. Pandey, aged 70, passed away on the morning of October 24, 2025, in Mumbai after battling a severe infection that led to a month-long coma. His sister, Ila Pandey, confirmed the news in a heartfelt statement, expressing profound grief over the loss of “our dearest and greatest brother.” Pandey’s funeral is scheduled for October 25 at 11:00 AM at Shivaji Park Crematorium in Mumbai.
For over four decades at Ogilvy India—where he rose to become Executive Chairman and Global Chief Creative Officer—Pandey transformed ads from stiff, English-heavy pitches into relatable narratives that captured the Indian psyche. Born in Jaipur in 1955, his early forays into radio jingles alongside brother Prasoon Pandey (a fellow ad luminary) set the stage for a career that blended cricket dreams, tea-tasting stints, and construction gigs before he joined Ogilvy in 1982 at age 27. His first ad? A simple print for Sunlight Detergent, but it sparked a legacy etched in pop culture.
Iconic Campaigns That Defined Generations
Pandey’s genius lay in making brands feel like family conversations—witty, warm, and quintessentially desi. Here’s a glimpse of his timeless hits:
| Campaign | Brand | Tagline/Key Idea | Cultural Impact |
|---|---|---|---|
| Fevicol “Utter” Series | Fevicol | “Fevicol ka mazboot jod hai tootega nahin” (with the unbreakable egg) | Turned glue into a metaphor for unbreakable bonds; one of India’s longest-running ad successes. |
| Vodafone Pug | Vodafone (formerly Hutch) | “Wherever you go, our network follows” (pug chasing the boy) | The adorable pug became a national mascot, boosting subscriber loyalty with sheer cuteness. |
| Cadbury Dairy Milk | Cadbury | “Kuch meetha ho jaaye” / “Kuch khaas hai zindagi mein” | Revived the brand post-2003 scandal; dancing girl ad went viral, symbolizing joy in small moments. |
| Asian Paints | Asian Paints | “Har ghar kuch kehta hai” / “Har khushi mein rang laaye” | Made painting homes poetic, tying colors to emotions and festivals. |
| ZooZoos | Vodafone | Animated egg characters in absurd scenarios | Super Bowl-level creativity; won global awards for innovative storytelling. |
| Polio Eradication | WHO/GoI with Amitabh Bachchan | “Do boond zindagi ki” | Social PSA that helped India become polio-free; Bachchan’s endorsement amplified reach. |
| Fevikwik | Fevicol | “Todo nahin, jodo” | Quick-fix glue ad emphasized repair over replacement—pure Pandey philosophy. |
| Gujarat Tourism | Gujarat Govt. | “Khushboo Gujarat ki” | Boosted tourism with poetic visuals of the state’s heritage. |
| Anti-Smoking | Cancer Patients Aid Association | Hard-hitting PSAs on tobacco’s toll | Blended empathy with stark warnings, saving countless lives. |
| “Ab ki baar, Modi sarkar” | BJP 2014 Campaign | Election slogan | Political juggernaut; echoed nationwide, blending ad savvy with electoral strategy. |
| “Mile Sur Mera Tumhara” | Doordarshan (1988) | National integration song | Iconic melody uniting India’s diversity; Pandey composed the lyrics for unity in harmony. |
Beyond brands, Pandey championed Hindi in ads, earning him the moniker “father of Indian advertising.” His work snagged the first Asian Cannes Lions jury presidency in 2004, the 2012 Clio Lifetime Achievement Award, the 2016 Padma Shri, and the 2024 LIA Legend Award.
Tributes Pour In: From Modi to Ad Peers
The news triggered an outpouring of grief across X and beyond, with leaders and luminaries hailing Pandey as a “genius” and “patriot.”
- PM Narendra Modi (on X): “Shri Piyush Pandey Ji was admired for his creativity. He made a monumental contribution… I will fondly cherish our interactions. Saddened by his passing away. My thoughts are with his family and admirers. Om Shanti.”
- Union Minister Piyush Goyal (on X): “A phenomenon in the world of advertising… His creative genius redefined storytelling… To me, he was a friend whose brilliance shone through his authenticity, warmth, and wit.”
- Suhel Seth (close friend, on X): “Deeply saddened… India has lost a great advertising mind but a true patriot and fine gentleman. Now the heavens will dance to Mile Sur Mera Tumhara.”
- Finance Minister Nirmala Sitharaman (on X): “Saddened to hear of the passing of Shri Piyush Pandey.”
- Pranav Adani (Adani Enterprises): “Devastated… He passed away peacefully this morning.”
- Harsha Bhogle (cricketer-commentator): “He flew high… but kadam is sanskriti se alag kabhi nahi hue… Goodbye my friend.”
Ogilvy’s statement called his loss “unfathomable,” noting how he “gave Indian advertising its unmistakable voice and heart.” On X, tributes flooded in, from #RIPPiyushPandey hashtags to reflections on how his ads “made us smile” and “united the nation.”
Pandey’s void is immense—he didn’t just sell products; he sold stories that stuck. As one X user put it, “The world of advertising has lost not just a genius, but the heartbeat that made words dance.” Om Shanti.
