Introduction
The world of Indian advertising lost one of its brightest minds — Piyush Pandey (1955–2025), a name synonymous with creativity, emotion, and authenticity. As the former Chief Creative Officer Worldwide and Executive Chairman, Ogilvy India, Piyush revolutionized Indian advertising by speaking directly to the heart of the common man.
Before him, ads spoke in polished English to elite audiences. But Piyush changed that — making advertising truly Indian. His vision gave birth to campaigns that still echo in our memories — Cadbury Dairy Milk’s “Kuchh Khaas Hai”, Fevicol’s timeless humour, and Asian Paints’ “Har Ghar Kuchh Kehta Hai.”
Early Life and Journey
Born and raised in Rajasthan, Piyush Pandey began his career in 1982 at Ogilvy & Mather (now Ogilvy) — not as a creative, but as a trainee client servicing executive. His deep understanding of people, stories, and emotions soon pushed him to the creative side, where he redefined how brands communicate.
By blending Indian sensibilities, Hindi idioms, and relatable storytelling, Piyush made advertising more human — breaking the South Bombay mould and giving it the voice of Bharat.
Breakthrough Campaigns That Changed Indian Advertising
1. Cadbury Dairy Milk – “Kuchh Khaas Hai” (1994)
A jingle that became part of Indian pop culture. Originally written in English, it was Piyush who insisted on a Hindi version, sung by Shankar Mahadevan. The result? India started seeing chocolates as something for everyone — not just kids.
2. Fevicol – “The Ultimate Adhesive of India”
Fevicol’s humour, simplicity, and emotional connect made it one of India’s most loved brands. Lines like “Fevicol ka majboot jod hai, tootega nahi” still resonate with millions.
3. Asian Paints – “Har Ghar Kuchh Kehta Hai”
Through this campaign, Piyush captured the soul of Indian homes — showing how colours and memories are deeply linked.
4. Bell Bajao Campaign (Breakthrough & Ogilvy)
A powerful message against domestic violence, the Bell Bajao campaign brought home a social message wrapped in creativity — winning global acclaim, including the Gold Abby Award at Goafest 2009.
Legacy and Impact
Piyush Pandey was not just a copywriter; he was a storyteller of India. He redefined how advertising connects emotionally, blending humour, culture, and human insight with brand purpose.
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Brought Hindi and regional languages into mainstream advertising.
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Inspired a generation of ad professionals.
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Won global honours including The Lion of St. Mark (with his brother Prasoon Pandey) at Cannes Lions International Festival of Creativity.
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Mentored countless young creators who now lead India’s top ad agencies.
Lessons from Piyush Pandey
“Good advertising is not about winning awards — it’s about doing the job it is supposed to.”
Piyush believed that great advertising should tell a story that connects. For him, simplicity was the ultimate sophistication. He taught us that understanding people — not just products — is the key to creative excellence.
Personal Side: Beyond Advertising
Few know that Piyush was also:
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A Ranji Trophy-level cricketer, representing Rajasthan.
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A sculptor, known for his creativity beyond the screen.
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A mentor who always had time for the next generation.
His iconic moustache and his warm personality made him one of the most loved figures in the creative world.
The End of an Era
Piyush Pandey’s passing in October 2025 marks the end of a golden era in Indian advertising. But his legacy — of authenticity, creativity, and humanity — will live forever through the campaigns he created and the people he inspired.
As Bauddhayan Mukherji aptly said:
“There was magic in the name Piyush Pandey — and with his passing, a part of that magic is gone.”
External References
📚 Frequently Asked Questions (FAQ)
Q1: Who was Piyush Pandey?
A1: Piyush Pandey was one of India’s most iconic advertising professionals, known for his role as Chief Creative Officer Worldwide and Executive Chairman at Ogilvy India.
Q2: What are Piyush Pandey’s most famous ad campaigns?
A2: His most famous campaigns include Cadbury Dairy Milk’s “Kuchh Khaas Hai,” Fevicol ads, Asian Paints “Har Ghar Kuchh Kehta Hai,” and the Bell Bajao campaign.
Q3: What awards did Piyush Pandey receive?
A3: He and his brother Prasoon Pandey received the Lion of St. Mark, the lifetime achievement award at the Cannes Lions Festival, among many others.
Q4: When did Piyush Pandey pass away?
A4: He passed away on October 24, 2025, at the age of 70.
Q5: What was Piyush Pandey’s biggest contribution to Indian advertising?
A5: He made Indian advertising speak in the language of the people — embracing Hindi, emotion, and relatable storytelling.
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