Amul’s latest advertising campaign creation is dedicated to late advertising guru, Piyush Pandey, following his demise on Friday.
The special doodle that appeared on the company’s official Instagram handle on Saturday, is a tribute to Pandey’s creative genius in the world of Indian advertising, a heartwarming nod to the national integration song, ‘Mile Sur Mera Tumhara’, which he helped craft during his illustrious career.
The post featured the line, “Inka sur sabse mila”, with the caption, “Amul Topical: Tribute to one of India’s advertising legends!”
Famous for its witty and topical slogans, Amul’s gesture resonated with industry peers and fans alike, many of whom remembered Pandey as the ‘father of Indian advertising’ who reshaped the country’s advertising landscape.
Pandey, 70, died on Friday morning due to pneumonia complications.
Also Read: Ad guru Piyush Pandey, known for Fevicol, Cadbury ads, dies at 70
After learning about his demise, many took to social media to express their condolences, remembering not only Pandey’s creative streak, but also his “hearty laugh” and “irrepressible zest for life”.
Bollywood superstar Shah Rukh Khan wrote: “Working and being around Piyush Pandey always felt effortless and fun. Was an honour being part of the pure magic he created. He carried his genius so lightly and revolutionised the ad industry in India. Rest in Peace my friend. Will miss you lots.”
In a post on X, Anand Mahindra said, “Yes, he was a man who left gigantic footprints on the ad industry... But what I will remember most is not the campaigns he crafted or the brands he built, but his hearty laugh and his irrepressible zest for life. He reminded us that even in the serious business of persuasion, joy and humanity must never be forgotten.”
Pandey began his advertising journey in 1982 with the renowned Ogilvy & Mather India (now Ogilvy India), starting as a trainee account executive before transitioning to the creative side.
His gift of capturing the essence of the product helped him create jingles and slogans that are unforgettable. He was the mastermind behind iconic ad campaigns like Asian Paints’ ‘Har khushi mein rang laaye’, Cadbury’s ‘Kuch Khaas Hai’, and Fevicol’s iconic ‘Egg’ film.
In 2004, Pandey became the first Asian to serve as jury president at the Cannes Lions International Festival of Creativity. In 2012, he received the CLIO Lifetime Achievement Award, and the Padma Shri, making him the first figure from Indian advertising to receive the national honour.
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