Piyush Pandey, the creative genius who provided Indian advertising with its soul and heart, passed away on Thursday at the age of 70. For more than four decades, he was the face of Ogilvy India and a voice that defined the world of Indian marketing.
Who Was Piyush Pandey?
Born in Jaipur, Pandey’s earliest exposure to advertising was with his brother Prasoon Pandey, recording radio jingles for mundane products. Prior to turning professional in the ad world, he followed various tracks from cricket to tasting tea to working on construction sites.
Hiring into Ogilvy in 1982, Pandey revolutionized advertising in India. When the industry was ruled by English and upper-class aesthetics, he communicated the language of the masses. Timeless campaigns such as Asian Paints’ “Har khushi mein rang laaye”, Cadbury’s “Kuch Khaas Hai”, Fevicol’s “Egg” film, and Hutch’s pug advertisement became part of Indian popular culture. His insight into the Indian consumer and down-to-earth humor made ads reflections of life.
A colleague once said, “He changed not just the language of Indian advertising; he changed its grammar.”
Why Was Piyush Pandey Considered a Legend?
Though worldwide acclaim, Pandey was down-to-earth. He usually stressed team work above personal glory, famously quipping, “A Brian Lara can’t win for the West Indies alone. Then who am I?”
With him at the helm, Ogilvy India was among the most awarded agencies globally. In 2018, he and Prasoon became the first Asians to be awarded the Lion of St. Mark — Cannes Lions’ lifetime achievement award. Pandey also became the first Asian jury president of Cannes Film Festival in 2004, going on to receive the CLIO Lifetime Achievement Award (2012) as well as the Padma Shri, the first for an Indian advertising professional.
What Was Piyush Pandey’s Philosophy About Advertising?
Pandey was of the opinion that fantastic advertising must touch the heart, not merely the mind. “No audience is going to see your work and say, ‘How did they do it?’ They will say, ‘I love it,'” he once stated. This mantra guided everything from biscuits to political campaigns.
His 2014 electoral campaign tagline, “Ab ki baar, Modi sarkar”, was a fine example of his masterful ability to tap into people’s emotions and craft messages that struck a chord with people at large.
Piyush Pandey’s legacy is not only one that revolutionized Indian advertising but also one that motivated storytelling generations to look for magic in the mundane. His campaigns, wit, and humanity will become an anchor in India’s creative history.
