Piyush Pandey(1955-2025) was not just an advertising professional – he was the man who made our childhood unforgettable. The ads he created on black-and-white TVs or early color sets weren’t just commercials. They were stories, laughter and memories woven into our lives. From Cadbury Dairy Milk’s “Kuch Khaas Hai” girl dancing on the cricket field to the iconic Fevicol bus packed with people, his work made brands feel like a part of our families.
Born in Jaipur in 1955, Piyush Pandey joined Ogilvy India in 1982 and over four decades, rose to become its Worldwide Chief Creative Officer. He was called “India’s Adman” because he didn’t just make ads – he gave India its advertising voice, rooted in real emotions, everyday life and cultural authenticity.
Early Life and Journey With Ogilvy
From Cricket Fields to Creative Boards
Pandey’s early life was as colorful as his later career. His experience in cricket taught him teamwork and strategy the skills he later used to lead creative teams. By 1991, he was Creative Director and in 1994 National Creative Director, bringing a distinct Indian idiom to global advertising standards.
Climbing the Ladder at Ogilvy
Starting as an account executive in 1982, Pandey transformed Ogilvy India with his vision. By focusing on culture, emotion and relatability rather than copying Western styles, he became a mentor to generations of creative professionals. Eventually, he became Worldwide Chief Creative Officer and later Chief Advisor, guiding the next generation of advertisers.
Leadership and Mentorship
Under his guidance, Ogilvy became one of India’s most awarded creative agencies. Colleagues remember him for inspiring confidence, appreciating every creative effort, and giving his team the freedom to innovate. As Rajiv Rao, former National Creative Director, said, “Piyush Pandey gave creatives the confidence to think big, speak their own language, and connect with everyone.”
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Iconic Campaigns That Defined Generations
Piyush Pandey created ads that became part of Indian culture. Some highlights include:
Cadbury Dairy Milk – “Kuch Khaas Hai”: Joy and celebration captured through a girl dancing on a cricket field.
Fevicol – “Dum Lagake Haisha” and Bus Campaigns: Humor and relatability made the brand unforgettable.
Asian Paints – “Har Ghar Kuch Kehta Hai”: Every home told a story through color and emotion.
Vodafone – Pug and ZooZoos Campaigns: Endearing characters that charmed the nation.
Pulse Polio – “Do Boond Zindagi Ke”: Public service campaigns that saved lives.
Mile Sur Mera Tumhara: National integration anthem that united India.
Political Campaign – “Ab Ki Baar Modi Sarkar”: Iconic political tagline in 2014.
Piyush Pandey’s genius lay in making ads feel human – humor, warmth and emotion always at the center.
Awards and Recognition
- Lifetime Achievement Award(2010) by Advertising Agencies Association of India (2010)
- Clio Lifetime Achievement (2012) – Global acknowledgment of his creative influence.
- Padma Shri (2016) – National recognition for his contribution to advertising.
- Cannes Lion of St. Mark (2018) – Shared with his brother Prasoon Pandey (filmmaker).
- LIA Legend Award (2024) – Recognized as India’s greatest advertising master.
- ADFEST Lotus Legend Hall of Fame (2024)
- Non-executive director at Pidilite
He was also the first Asian to chair the Cannes jury (2004) and a mentor at The Berlin School of Creative Leadership.
Legacy That Connects Generations
Piyush Pandey passed away on October 24, 2025 at the age of 70. But his work continues to live in the hearts of people who grew up watching his ads and those discovering them today. Connected deeply with audiences of all ages – children, teenagers and adults alike. Inspired generations of creative minds to think beyond trends and stay rooted in humanity.
As Prasoon Joshi said, “piyush Pandey was a man whom emotion was strategy and simplicity craft. He made a generation believe that you could be yourself – speak your own language, bring your whole story and still connect with everyone.”
For those who grew up with black-and-white TVs, his ads are a nostalgic trip back to simpler times. For young viewers today, his campaigns show the power of storytelling that doesn’t rely on high-tech gadgets or flashy effects – just from heart.
