Advertising Maverick Piyush Pandey Passes Away At 70; PM Modi Recalls Man Behind 'Ab Ki Baar, Modi Sarkar' Slogan

Advertising genius Piyush Pandey passed away at 70, leaving a vacuum at the heart of India's advertising world after redefining ads for 40 years with Ogilvy India.

The legend credited for evergreen ad campaigns Asian Paints (“Har khushi mein rang laaye”), Cadbury (“Kuch Khaas Hai”), was revered by top personalities in every field.

What people will fondly recall him for will be how India connected at an emotional level with his advertisements, which were rooted in stories of common citizens.

In a heartfelt tribute, PM Narendra Modi penned, “Shri Piyush Pandey Ji was admired for his creativity. He made a monumental contribution to the world of advertising and communications. I will fondly cherish our interactions over the years. Saddened by his passing away. My thoughts are with his family and admirers. Om Shanti.”

Taking to X, author and entrepreneur Suhel Seth, said, "Deeply deeply saddened and devastated at the loss of the genius that my dearest friend Piyush Pandey was. India has not lost a just a great advertising mind but a true patriot and a fine fine gentleman. Now the heavens will dance to Mile Sur Mera Tumhara."

Paying his respect to the advertising maverick, Musician and composer, Ehsaan Noorani said, "Rest in Peace Piyush Pandey the man who redefined creativity in advertising and creating the most memorable campaigns."

National Award-winning director Hansal Mehta on X said,"Fevicol ka jod toot gaya. The ad world lost its glue today. Go well Piyush Pandey."

Union Finance Minister Nirmala Sitharaman, said, “Saddened to hear of the passing of Shri Piyush Pandey. A titan and legend of Indian advertising, he transformed communication by bringing everyday idioms, earthy humor, and genuine warmth into it. Have had opportunities to interact with him on various occasions. Heartfelt condolences to his family, friends, and the entire creative fraternity. His legacy will continue to inspire generations.” 

Meanwhile, Mahindra Group Head, 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. “In the midst of winter, I found there was, within me, an invincible summer.” —Camus Piyush always carried that summer within him Alwida, my friend. You made life richer for all of us. Om Shanti.”

The Advertising Icon Of India

After previously working as a cricketer, tea taster, and construction worker, Pandey finally got his calling in the ad jagat, which pre-dominantly used English to communicate with Indian audiences. However, Pandey made sure ads had an everlasting impact via his works with brands like Fevicol, and Hutch, making use of Hindi language. 

Through his campaigns, Pandey brought Hindi and colloquial Indian idioms into mainstream advertising, juxtaposing them with relatability and humour through the colourful use of scenes and languages. 

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He helped craft one of India’s most memorable political slogans - “Ab ki baar, Modi sarkar”, however, the true depths of his storytelling legacy lies in the generations of advertisers he's inspired to continue finding what truly creates an impression with inedible ink.