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India's 'Ad-Man,' Piyush Pandey passes away at 70
The Padma Shri awardee, known for his witty, heartwarming campaigns for Fevicol, Cadbury, and Asian Paints, transformed Indian advertising over a four-decade career.
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Anushka Pathak - Fri, 24, Oct 2025
- 11:12 EDT
- 13
Piyush Pandey, former global chief creative officer at Ogilvy, popularly known as India’s ‘Ad-Man’ / Courtesy: Ogilvy
Piyush Pandey, one of India’s most influential advertising minds and a pioneer of brand storytelling, passed away in Mumbai on Oct. 24 at the age of 70 after a severe infection.
Pandey, whose creative genius redefined advertising through relatable humor and emotional depth, leaves behind a legacy that shaped how India viewed brands and communication.
Born in Jaipur in 1955, Pandey was raised in a family of nine siblings, including filmmaker Prasoon Pandey and folk singer Ila Arun. A history graduate from Delhi’s St. Stephen’s College and a former Ranji Trophy-level cricketer, he explored various professions—from tea tasting to construction—before discovering his passion for advertising.
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In 1982, Pandey joined Ogilvy & Mather India as a trainee account executive, later moving to the creative department, where his talent flourished. Over four decades, he transformed Ogilvy into India’s top creative agency, serving as global chief creative officer and executive chairman (India) until stepping down to an advisory role in 2023.
His early breakthrough came in the 1990s with Cadbury’s “Kuch Khaas Hai” campaign, where a young woman danced on a cricket field, redefining chocolate advertising in India.
He followed with Fevicol’s enduring “Mazboot Jod” campaigns and Asian Paints’ emotional “Har Ghar Kuch Kehta Hai” series. His creative direction extended to Vodafone’s “pug” and “Zoozoo” ads, Madhya Pradesh Tourism’s “Hindustan Ka Dil Dekho,” and the Pulse Polio drive featuring Amitabh Bachchan.
Pandey’s belief that “magic matters more than logic” became the cornerstone of Ogilvy’s creative philosophy. “Brands are built like birds build nests, twig by twig, from the heart—not spreadsheets,” he often said.
Throughout his career, Pandey earned numerous accolades, including the Padma Shri in 2016—the first Indian advertising professional to receive the honor.
Piyush Pandey’s autobiography, ‘Pandeymonium,’ where he talks about life in the advertising industry / Courtesy: AmazonHe was also the first Asian jury president at Cannes Lions in 2004 and received lifetime achievement awards from Clio, Cannes Lions, and the London International Awards. His memoir 'Pandeymonium' (2015) offered an intimate look at his journey.
Tributes poured in from across industries. Indian Prime Minister Narendra Modi recalled their interactions and said, “he made a monumental contribution to the world of advertising and communications.”
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.
— Narendra Modi (@narendramodi) October 24, 2025
Pandey’s final rites were held privately in Mumbai, attended by family and close colleagues. He is survived by his siblings.
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