India’s advertising legend, Piyush Pandey, died on Friday morning at the age of 70. Famous for mixing emotion, humor, and local flavor in his advertisements, Pandey’s reach extended far beyond the world of advertising.
Amul paid a poignant tribute to him soon after the news of his passing hit, with its hallmark creative on Instagram. The ad read the line “Inka sur sabse mila,” with the caption, “Amul Topical: Tribute to one of India’s advertising legends!”
The post evoked an emotional response from internet users. “Truly a marketing maestro! We’ve lost a gem,” wrote one user. Another commented, “May his soul rest in peace.”
A third admirer added, “Captain behind the captions,” while another described him simply as “India’s greatest adman.” The reactions reflected the immense respect Pandey commanded across generations.
A trailblazer in Indian Advertising
Piyush Pandey, born in Jaipur in 1955, made his entry in 1982 as a client-servicing executive in Ogilvy & Mather India. In the passage of years, his creative excellence and leadership took him to the position of Executive Chairman and Creative Director, from where he crafted some of the most memorable campaigns in the history of Indian advertising.
Pandey was unique in a time when English and Western sensibilities ruled Indian advertising. He advocated the use of Hindi and local languages, making sure advertisements addressed the very soul of Indian consumers.
His campaigns tended to mirror daily life, transforming mundane observations into gripping stories that touched the lives of millions.
Amul Legacy that Endures Piyush Pandey
Piyush Pandey’s campaigns are still etched in India’s collective consciousness. From Asian Paints’ “Har khushi mein rang laaye” and Cadbury Dairy Milk’s “Kuch Khaas Hai” to Fevicol’s legendary “Egg” ad and Hutch’s “You and I” pug ad, his work seemed to capture the beat of India.
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