Why Piyush Pandey is Celebrated as the ‘Father of Indian Advertising’
Piyush Pandey’s ads: Masterful storytelling in under a minute.
“Kuchh khaas hai… Zindagi mein” is the well-known tagline from Cadbury Dairy Milk’s unforgettable advertisement, where a girl rushes onto the cricket field to celebrate her partner’s win. This line epitomizes Piyush Pandey, whose advertising work celebrated life in every frame.
Piyush Pandey, celebrated as the ‘Father of Indian Advertising’, sadly passed away at the age of 70. His advertisements resonated with the masses by focusing on emotions and cultural identity, setting high standards in Indian advertising.
His legacy includes memorable lines like “Har Ghar Kuchh Kehta Hai” and “You and I, in this Beautiful World”. Let’s explore some of his most iconic campaigns over the years.
1. Fevicol — “Yeh Fevicol ka jod hai, tutega nahi”
Pandey crafted three remarkable ads for Pidilite Industries:
- The Fevicol bus ad: In a humorous twist, an overcrowded rural bus remains intact because of a quirky Fevicol advertisement on the back.
- The Fevicol egg ad: A hen unexpectedly lays an unbreakable egg due to a Fevicol tin, much to the surprise of a man trying to cook.
- The FeviKwik fishing ad: A fisherman effortlessly catches fish with a FeviKwik stick, showcasing the product’s effectiveness.
2. Cadbury Dairy Milk — “Kuchh khaas hai… Zindagi mein”
This advertisement features a woman joyfully running onto a cricket field with a chocolate bar after her partner’s victory. Recognized for challenging gender norms, it was later rebooted by Ogilvy with role reversals in 2021.
3. Pulse Polio — “Do Boond Zindagi Ke”
Pandey’s impactful work extended to social campaigns, including the Pulse Polio initiative featuring Amitabh Bachchan. Its heartfelt message in simple Hindi led to India’s successful fight against polio.
4. Asian Paints — “Har Ghar Kuchh Kehta Hai”
In a unique approach, Pandey infused emotion into the mundane task of painting, suggesting that every home tells its own story.
5. Vodafone (Hutch) — “You and I, in this Beautiful World”
This ad introduced a popular pug character that quickly became associated with Hutch, symbolizing network reliability with the catchphrase “wherever you go, our network follows.”
Pandey’s advertising style was witty and relatable, delivered in a tongue that resonated deeply with audiences. His work captured the essence of Indian storytelling, often in less than a minute, long before social media became the norm.
What are your favorite Piyush Pandey ads, and how have they impacted your perception of advertising?
