Renowned advertising icon Piyush Pandey, one of India’s most creative minds behind some of the country’s most memorable ad campaigns, passed away in Mumbai on Friday. He was 70.
Pandey, a Padma Shri awardee, had been unwell for some time. Widely regarded as the face of modern Indian advertising, he transformed the tone and character of ad communication in India by making it more rooted, relatable, and emotionally compelling.
A former cricketer who began his advertising journey with Ogilvy & Mather in 1982, Pandey went on to redefine the industry’s creative landscape. His campaigns—ranging from Fevicol’s “Fevicol ka jod, tute nahin”, Cadbury Dairy Milk’s “Kuch khaas hai zindagi mein”, Asian Paints’ “Har ghar kuch kehta hai”, to the BJP’s 2014 election slogan “Ab ki baar, Modi sarkar”—became part of India’s cultural vocabulary.
Pandey was also one of the creative minds behind “Mile Sur Mera Tumhara,” the iconic national integration song first aired on Doordarshan in 1988, and the government’s “Incredible India” tourism campaign that earned global acclaim.
Over a career spanning more than four decades, Pandey’s storytelling brilliance helped brands connect emotionally with millions. His earthy humor, insight into Indian life, and ability to blend creativity with simplicity made him one of the most respected figures in the advertising fraternity.
Tributes poured in from across the advertising and corporate world, describing him as a visionary who gave Indian advertising its distinct voice.
Prime Minister Narendra Modi mourned his death as he took to his social media and wrote, “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.”
Superstar Saha Rukh Khan expressed his grief and wrote on X that “Working and being around Piyush Pandey always felt effortless and fun. Was an honour being part of the pure magic he created…”
Pandey’s creative legacy continues to inspire generations of ad professionals. His passing marks the end of an era for Indian advertising — one defined by heart, humor, and humanity.