He Told India’s Story, One Ad at a Time: A Tribute to Piyush Pandey

-Anshu Mishra, Corporate Communication and Event Management, AIMC

From Fevicol’s unforgettable “Mazboot jod” that became part of India’s cultural vocabulary, to Cadbury Dairy Milk’s heartwarming “Kuch Khaas Hai”, from Asian Paints’ colourful stories that brightened our homes, to the endearing Hutch pug that reminded us “Wherever you go, our network follows,” Piyush Pandey was the creative genius behind campaigns that went beyond selling products. He created moments that touched hearts and told stories that reflected the soul of India. Fondly remembered as the Adman of India, Piyush Pandey transformed Indian advertising by bringing in a language and emotion that were truly our own. At a time when much of Indian advertising imitated Western sensibilities, he grounded it in the pulse of the Indian experience. His ads spoke in the language of the people — simple, humorous, emotional, and deeply relatable. Through his creative vision, he gave Indian advertising a personality that was both authentic and unforgettable. Piyush’s journey with Ogilvy India began in 1982 when he joined the agency in client servicing, before discovering his true passion lay in the creative department. His sharp insight, understanding of the Indian psyche, and ability to craft meaningful narratives helped him rise through the ranks to become Creative Director, then National Creative Director, and eventually Chief Creative Officer Worldwide and Executive Chairman, Ogilvy India. Under his leadership, Ogilvy India became synonymous with creativity and authenticity, setting new benchmarks for storytelling and brand communication. Over his illustrious career, Piyush Pandey received some of the highest honours in the field of advertising and beyond. He was awarded the Padma Shri in 2016, received the Lion of St. Mark Lifetime Achievement Award at the Cannes Lions International Festival of Creativity in 2018, and was honoured with the LIA Legend Award in 2024. He was also the first Asian to serve as jury president at the Cannes Lions Festival, a testament to his global influence and stature as one of the most respected creative minds in the world. What truly set Piyush apart was his deep connection with India’s culture and people. His creativity was not confined to boardrooms or scripts; it was rooted in observation, empathy, and an understanding of everyday life. He drew inspiration from local idioms, street conversations, folk wisdom, cricket, cinema, and the small but significant details that define Indian living. His campaigns were relatable because they came from a place of lived experience. They celebrated humour, simplicity, and the raw beauty of being Indian. His work reflected the idea that advertising, at its best, is about emotion and connection. He believed that people do not buy products; they buy feelings, values, and memories. Whether it was a Fevicol ad showing a rickshaw overloaded with passengers still holding strong, or a Cadbury girl dancing across a cricket field, each story he created carried the warmth of human experience. As the nation mourns the passing of Piyush Pandey, we also celebrate the extraordinary legacy he leaves behind. His ideas shaped the way India told its stories to itself and to the world. His ads will continue to live in the laughter they evoked, the nostalgia they stirred, and the pride they inspired. Piyush Pandey reminded us that great advertising is not just about clever words or striking visuals; it is about heart. It is about finding meaning in the everyday and turning it into something timeless. His legacy will endure, not only through the brands he built but through the memories he helped create for generations of Indians.