Piyush Pandey: Shaping Indian Advertising Through Iconic Campaigns

Piyush Pandey, renowned for giving a distinctive voice and soul to Indian advertising, passed away on Thursday after spending a month in a coma. Over his remarkable four-decade journey at Ogilvy India, he became synonymous with creativity and innovation.

Iconic Campaigns

Pandey earned the endearing titles of ‘voice of Indian advertising’ and ‘father of Indian advertising’ due to his numerous groundbreaking campaigns. One of his earliest and most memorable projects was Mile Sur Mera Tumhara in 1988, which he crafted with passion.

Moreover, he was the mastermind behind slogans like “Do Boond Zindagi Ki,” which played a significant role in the Pulse Polio campaign, featuring the charismatic Amitabh Bachchan.

His work also brought the Incredible India and Bell Bajao campaigns into the limelight, addressing vital social issues.

One of his most notable contributions was the phrase “Ab ki baar, Modi sarkar,” which resonated throughout India’s political landscape during the 2014 elections.

Memorable Advertisements

Pandey’s advertisements have left a lasting impact across generations, exemplified by:

• Asian Paints: Har khushi mein rang laaye
• Cadbury Dairy Milk: Kuch Khaas Hai Hum Sabhi Mein
• Fevicol’s award-winning bus ad: “Yeh Fevicol ka jod hai, tutega nahi”
• FeviKwik’s fishing ad: Todo Nahin, Jodo
• Hutch’s pug ad: You and I, in this Beautiful World
• Vodafone ZooZoos
• Chal Meri Luna
• Googly Woogly Woosh for Ponds

Legacy and Achievements

Piyush was born in Jaipur and began his journey in advertising with radio jingles alongside his brother, Prasoon Pandey. At just 27, he broke into the industry, previously dominated by elitist standards, bringing a relatable approach that resonated with everyday people.

He was married to Nita Pandey, and his siblings include celebrated filmmaker Prasoon Pandey and singer-actor Ila Arun.

In 2004, he made history as the first Asian jury president at the Cannes Film Festival. His accolades include the CLIO Lifetime Achievement Award in 2012 and you can’t overlook his Padma Shri honor. In 2018, he and his brother both earned the Lion of St. Mark for their significant contributions to Indian creativity on the global stage.

Tributes

Following news of his passing, tributes flooded in from various sectors. Prominent figures like Prime Minister Narendra Modi, Finance Minister Nirmala Sitharaman, and industrialists like Anand Mahindra expressed their sorrow and gratitude via social media.

Siddharth Basu remarked on Pandey’s ability to give Indian ads a ‘desi heart,’ acknowledging the impact of his work on campaigns like “Mile Sur” and “Fevicol.” Hansal Mehta added poignantly, “Fevicol ka jod toot gaya. The ad world lost its glue today.”