Piyush Pandey, Padma Shri recipient who revolutionised Indian advertising, passes away at 70

Piyush Pandey, regarded as the architect of Indian advertising, passed away at 70 on Friday. The Padma Shri recipient was credited with some of the most iconic and popular campaigns.

Panday was the face of Ogilvy India for more than 40 years and was considered one of the most influential figures in the advertising industry. He had a deep understanding of Indian consumers and transformed English-centric campaigns into more relatable stories that reflected everyday life and emotions in India.

Pandey brought Hindi and colloquial Indian phrases into advertising, and added them with warmth, humor and humanity.


He joined Ogilvy in 1982 at the age of 27 atrying his had at cricket, tea tasting and construction. Some of his prominent works include campaigns for brands like Asian Paints (“Har khushi mein rang laaye”), Cadbury (“Kuch Khaas Hai”), Fevicol, and Hutch turned advertisements into cultural touchstones.

Piyush Pandey's legacy

Pandey was born in Jaipur and was introduced to advertising early, when he and his brother Prasoon voiced radio jingles for everyday products.

Under his vision and leadership, Olgivy India became of the most awarded agencies in the world. In 2018, Piyush Pandey and his brother Prasoon became the first Asians to receive the Lion of St. Mark at Cannes Lions, recognising a lifetime of creative achievement.

He also helped craft one of India’s most memorable political slogans, “Ab ki baar, Modi sarkar”, but his legacy lies in the generations of storytellers he inspired to seek authenticity in the local, the emotional, and the real.

When he stepped down as Executive Chairman of Ogilvy India in 2023 to assume an advisory role, it marked the quiet closing of a chapPandey’s family was also deeply rooted in the arts. He was married to Nita Pandey, and his siblings include film director Prasoon Pandey and singer-actor Ila Arun. Beyond advertising, he made occasional appearances on screen.