Piyush Pandey: The man behind 'Abki Baar, Modi Sarkar' campaign; 'Fevicol Ka Jod', & Cadbury's 'Kuch Khaas Hai'

From the joyous celebration in Cadbury’s “Kuch Khaas Hai” to the political punch of BJP’s “Abki Baar, Modi Sarkar,” Adman Piyush Pandey, who passed away on Friday, transformed advertising into an art form that resonated with millions. His campaigns became more than advertisements—they became cultural landmarks that generations of Indians remember fondly.

Perhaps nothing proves it more than Pandey’s genius in the BJP's “Abki Baar, Modi Sarkar" campaign.

The party's 2014 election campaign demonstrated Pandey's skill at translating political ambition into rhythmic, simple, and persuasive language. The slogan became a household chant, proving that advertising could influence society on a grand scale while retaining the warmth and accessibility that defined Pandey’s work.


However, his journey stretches back decades, to when his work first began to quietly seep into the hearts of Indians.

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Asian Paints’ “Har Ghar Kuch Kehta Hai” was a masterstroke of Pandey's philosophy. He didn’t just sell paint; he told the story of every home, highlighting how colors express personality, memories, and joy.

Similarly, Cadbury’s “Kuch Khaas Hai,” showing a young woman running onto a cricket pitch in a moment of pure joy, transformed chocolate into a symbol of celebration for everyone, not just children. Behind the scenes, Pandey’s team painstakingly ensured that every detail—the cricket match, the excitement, the music—captured authentic emotion, proving that advertising could be cinematic and culturally rooted.




The Fevicol campaigns including buses held together by adhesive and unbreakable eggs, were designed to exaggerate everyday situations to comic perfection. He knew that laughter could turn a simple product into a household legend.

Meanwhile, Vodafone’s ZooZoos and Pug campaigns were exercises in imagination and creativity, relying on visual storytelling rather than dialogue. These ads cut through the clutter, appealing to both children and adults, showing that Pandey’s genius lay in making complex ideas universally relatable.

But Pandey’s work also had heart.

The 2013 Google India short film “Reunion” captured childhood friends separated by Partition and reunited decades later. Over three and a half minutes, Pandey and his team evoked nostalgia, longing, and hope—emotions that crossed borders and languages. The careful scripting, authentic performances, and evocative pacing demonstrated his ability to connect with audiences on a profoundly human level.

On the other hand, not all of possibly India's greatest adman's work was commercial.

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The Pulse Polio campaign, featuring Amitabh Bachchan and the slogan “Do Boond Zindagi Ki”, combined urgency, trust, and simplicity, playing a key role in India’s successful fight against polio. Along the same lines, social campaigns like Bell Bajao, which encouraged men to speak out against domestic violence, reflected Pandey’s ability to communicate serious messages with clarity and empathy.

His other notable works in this field include an anti-smoking campaign for the Cancer Patients Association and also campaigns to boost Gujarat Tourism.

Iconic ads created by Piyush Pandey

Bharatiya Janata Party (BJP): Pandey was crucial behind “Abki Baar, Modi Sarkar” campaign for the 2014 Lok Sabha elections, leaving a lasting impact on political campaigns.

Fevicol – The Bus Ad: One of his most celebrated works, this humorous ad shows an overcrowded, rickety bus navigating a bumpy road that stays perfectly intact thanks to Fevicol, highlighting the adhesive’s unbreakable strength.

Cadbury Dairy Milk – “Kuch Khaas Hai”: Repositioned Cadbury as a treat for celebrating life’s special moments, featuring a joyful woman dancing on a cricket field after a winning shot.

Vodafone – Cheeka the Pug: The “You and I” campaign showcased a boy and his loyal pug, Cheeka, symbolizing reliable network coverage in a heartwarming and relatable way.

Vodafone – ZooZoos: Quirky, animated egg-shaped characters with exaggerated gestures were created for the IPL season, delivering humor while making Vodafone’s mobile and data services memorable.

Asian Paints – “Har Ghar Kuch Kehta Hai”: This long-running campaign transformed paint into a storyteller, linking homes and memories and resonating emotionally with Indian families.

Polio Eradication – “Do Boond Zindagi Ke”: Featuring Amitabh Bachchan, this public service campaign used emotional storytelling to encourage nationwide participation in polio vaccination.

National Integration – “Mile Sur Mera Tumhara”: Pandey penned the lyrics for this 1988 patriotic anthem, combining music from across India and showcasing prominent personalities, creating a timeless symbol of unity.

Ponds – “Googly Woogly Woosh”: The playful jingle promoted Ponds cold cream with a youthful, catchy message emphasizing soft, smooth skin.

Fevikwik – “Todo Nahin, Jodo”: Famous for the 2015 ad with soldiers at the India-Pakistan border, it blended humor and emotion to reinforce the instant adhesive’s bonding power.

Beyond advertising

Pandey’s creativity extended into music and film. He co-wrote the screenplay for Bhopal Express and penned lyrics for Mile Sur Mera Tumhara, promoting national integration and unity in diversity.

He also appeared in films like Madras Cafe and campaigns for ICICI Bank, showing his versatility as a storyteller.

Internationally, he made history as the first Asian jury president at the Cannes Film Festival in 2004. Pandey received the CLIO Lifetime Achievement Award in 2012 and became the first advertising professional in India to be honoured with the Padma Shri.

His global recognition reflected his talent, insight, and pioneering spirit.