Advertising legend Piyush Pandey, renowned for his iconic campaigns such as Fevicol and the Vodafone ad featuring the pug, passed away on Friday at the age of 70. Regarded as a pioneer in India’s advertising industry, he leaves behind a legacy of memorable campaigns.
Union Commerce Minister Piyush Goyal mourned Pandey’s death, describing him as “a phenomenon in the world of advertising.”
"His creative genius redefined storytelling, giving us unforgettable and timeless narratives. To me, he was a friend whose brilliance shone through his authenticity, warmth, and wit. I will always cherish our engaging interactions. He leaves behind a deep void that will be hard to fill. My deepest condolences to his family, friends, and admirers," he posted on X.
From Cadbury’s 'Kuch Khaas Hai' and Asian Paints’ 'Har Khushi Mein Rang Laye' to Vodafone’s iconic pug ad, Pandey’s ideas became ingrained in Indian pop culture.
His slogan “Ab ki baar, Modi sarkar,” created for Prime Minister Narendra Modi’s 2014 election campaign, also went on to become a widely recognised political catchphrase.
Close friend Suhel Seth posted on X: “Deeply, deeply saddened and devastated at the loss of the genius that my dearest friend Piyush Pandey was. India has not just lost a great advertising mind but a true patriot and a fine, fine gentleman. Now the heavens will dance to Mile Sur Mera Tumhara.”
Seth was referring to the patriotic song “Mile Sur Mera Tumhara" created for the National Integration campaign in 1988 and sung by Pandey.
A distinguished advertising professional, Pandey served as Ogilvy's Chief Creative Officer Worldwide (2019) and Executive Chairman India. He was the recipient of the LIA Legend Award in 2024 and the Padma Shri in 2016.
The Sunlight Detergent print ad was the first advertisement he ever wrote. Pandey’s iconic work spans a wide range of campaigns. His memorable commercial work includes the Polio awareness campaign with Amitabh Bachchan, Fevikwik’s “Todo Nahin, Jodo", Ponds’ Googly Woogly Woosh, Vodafone’s ZooZoo campaigns, and campaigns for Gujarat Tourism, anti-smoking initiatives for the Cancer Patients Association, among others.
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