Piyush Pandey's Most Iconic Advertisement Campaigns: A Legacy Of Heartfelt Storytelling

Piyush Pandey, the iconic adman who revolutionised Indian advertising, passed away at the age of 70. As the Chief Creative Officer Worldwide and Executive Chairman India at Ogilvy, he was a towering figure in the industry, honoured with awards like the LIA Legend Award in 2024 and the Padma Shri in 2016.

Pandey didn’t just create ads; he wove stories that felt like home, moving Indian advertising away from Western clichés to embrace the heart, humor, and soul of India. 

From his humble start at Ogilvy in 1982 as a client servicing executive, he found his true calling in the creative world, crafting campaigns that spoke to millions. Here, we look back at some of his most legendary campaigns that defined an era.

Pulse Polio: "Do Boond Zindagi Ke"

In the early 1990s, India faced a major polio crisis and the government needed a way to rally the nation. Pandey led the charge with the "Do Boond Zindagi Ke" campaign, featuring stars like Amitabh Bachchan, Jackie Shroff and Aishwarya Rai.

This simple yet powerful message-urging parents to give their children just two drops of vaccine, sparked a nationwide movement. It turned awareness into action, encouraging widespread vaccinations and saving countless lives. 

Pandey's genius lay in making a public health initiative feel personal and urgent, proving advertising could drive real social change.

Cadbury Dairy Milk: "Pappu Pass Ho Gaya" and "Kuch Khaas Hai"

Pandey transformed Cadbury from a kids' treat into a symbol of celebration for all ages. The early 2000s "Pappu Pass Ho Gaya" ad, tied to the tagline "Kuch Meetha Ho Jaye," showed a young man joyfully sharing chocolate after passing exams.

It helped Cadbury bounce back from tough times and win over young India. Before that, "Kuch Khaas Hai" invited adults to savor chocolate without guilt, shaking off its “just for kids” tag. These ads were pure heart, funny, warm, and impossible to forget.

Asian Paints: "Har Ghar Kuch Kehta Hai"

In 2007, Pandey gave us a campaign that made us see our homes differently. "Har Ghar Kuch Kehta Hai" used a soulful poem and glimpses of everyday Indian life to show that a home isn’t just brick and mortar it’s love, memories, and who we are.

The ad struck a chord, strengthening Asian Paints' bond with consumers and positioning it as a heartfelt brand. Its simplicity highlighted Pandey's skill in weaving cultural narratives into commercial success.

Madhya Pradesh Tourism: "Hindustan Ka Dil Dekho"

When Madhya Pradesh's tourism sector struggled in the early 2000s, Pandey and Ogilvy stepped in. The "Hindustan Ka Dil Dekho" campaign showcased the state's hidden gems through evocative storytelling, inviting Indians to explore its heartland.

It wasn’t just about boosting tourism numbers (though it did that, too, while winning awards); it was about making us feel the magic of a place. Pandey turned a government project into an emotional adventure, proving his campaigns could transform entire industries. 

Fevicol: "Todo Nahi Jodo"

No list of Pandey's hits is complete without Fevicol's timeless ads. The "Todo Nahi Jodo" campaign humorously depicted unbreakable bonds, from eggs stuck to a hen to villagers glued together.

Indian ads made Fevicol the ultimate symbol of strength. Pandey’s love for local humor and clever wordplay ensured these spots weren’t just ads—they became part of our pop culture.

Also Read: Tributes Pour In for Advertising Guru Piyush Pandey, Hansal Mehta Says..

More Gems That Lit Up Our Screens

Pandey’s creativity touched countless brands, each with a story:

• Centre Fresh: "Hila Ke Rakh De" - A 2000s barbershop ad built curiosity around the gum's sour center, redefining chewing gum as an exciting experience.
• Le Sancy Soap - In the early ’90s, it made “Rahul” a household name, even if the brand didn’t last.
• Chal Meri Luna - Promoting affordable mopeds for middle-class families and depicting mopeds as freedom on wheels
• Airtel: "Har Ek Friend Zaroori Hota Hai" - A catchy tune celebrating friendships, it became an anthem for connectivity.
• Vodafone: ZooZoo - Whimsical characters that charmed audiences while highlighting services.
• Bajaj: "Hamara Bajaj" - A campaign that stirred pride in Indian-made scooters.
• Pond's: "Googly Woogly Woosh" - Playful and endearing advertisement which made skincare feel fun.
• Political: BJP's 2014 "Abki Baar Modi Sarkar" - A slogan that fueled a historic election win.

Piyush Pandey’s ads weren’t just commercials; they were pieces of India that are funny, heartfelt, and real. His passing feels like losing a storyteller who knew us better than we knew ourselves. 

But his legacy lives on in every ad that dares to feel human. He showed us that great advertising doesn’t just sell, it builds memories that last a lifetime.