Piyush Pandey, an iconic figure in Indian advertising, has passed away. He was 70 years old.
Pandey spent more than four decades at Ogilvy India. He was widely recognized for shaping the voice and direction of the Indian advertising landscape.
Born in 1955, Pandey joined Ogilvy in 1982. At 27, he began to fundamentally change an advertising world previously dominated by English.
He pioneered the inclusion of Hindi and colloquial Indian idioms into mainstream advertisements. His campaigns were known for their humor, warmth, and humanity.
Pandey created memorable taglines for major brands. These include “Har Khushi Mein Rang Laaye” for Asian Paints and “Kuch Khaas Hai” for Cadbury. He also worked on iconic campaigns for Fevicol and Hutch.
An old colleague noted that Pandey not only changed the language of Indian advertising but also its grammar. This reflects his profound influence.
Beyond commercial advertising, Pandey also crafted some of India’s most recognized political slogans. He is credited with “Abki Baar, Modi Sarkar” and “Acche Din Aane Wale Hain.”
These slogans resonated widely with the public. They significantly cemented his reputation as a master communicator.
Pandey is survived by nine siblings. Among them are acclaimed film director Prasoon Pandey and popular singer-actress Ila Arun.