India’s most celebrated advertising icon, Piyush Pandey, passed away on Friday after battling an infection. Known for his unmatched creativity and powerful storytelling, Pandey’s passing marks the end of an era for Indian advertising. Tributes poured in from across the country, with Prime Minister Narendra Modi among the first to express his grief.
“Shri Piyush Pandey Ji was admired for his creativity. He made a monumental contribution to the world of advertising and communications. I will fondly cherish our interactions over the years. Saddened by his passing. My thoughts are with his family and admirers. Om Shanti,” PM Modi wrote.
Shri Piyush Pandey Ji was admired for his creativity. He made a monumental contribution to the world of advertising and communications. I will fondly cherish our interactions over the years. Saddened by his passing away. My thoughts are with his family and admirers. Om Shanti.
— Narendra Modi (@narendramodi) October 24, 2025
The Birth of ‘Ab Ki Baar Modi Sarkar’
Few people know that Piyush Pandey was initially hesitant to work on political campaigns. Speaking to CNBC in 2019, he recalled being unsure about taking on Modi’s 2014 campaign. “We’d never worked for a political party and openly stated that we don’t. And then we did,” Pandey had said.
His change of heart came after meeting Narendra Modi, then the Chief Minister of Gujarat. “I met the man, I said, this is a person who knows what he wants. And a person who is willing to listen … I had no way of saying no,” he shared.
Piyush Pandey first worked with Modi on the Gujarat tourism campaign and was deeply impressed by his attention to detail. He recalled being given 20 minutes for a meeting that stretched to nearly six hours. “At times, Modi admitted, ‘You’re right. I talk too much, but you have to condense it into a 60-second ad.’ I told him, ‘Keep talking — you’re paying me to pick out the key nuggets of information,’” Pandey said.
Crafting a Campaign for the People
The brief was simple: make the campaign about Modi, not the BJP. Pandey’s focus was to use the language of the common man. “There was not one word that was party speak, it was common words that a common man uses on the street,” he said.
The result was the now-historic slogan, “Ab ki baar, Modi Sarkar,” which became one of India’s most successful political taglines. Its popularity even inspired Donald Trump’s 2016 campaign slogan, “Ab ki baar Trump Sarkar.”
Piyush Pandey later created another winning slogan — “Modi hai to mumkin hai” (Modi makes it possible) — for the 2019 elections.
A Life of Creativity and Legacy
Beyond politics, Pandey’s influence touched nearly every major Indian brand — from Fevicol and Cadbury to Asian Paints, Vodafone, and Ponds. His creativity shaped Indian advertising for over four decades.
He began his career at Ogilvy in 1982, writing his first ad for Sunlight Detergent. Rising to become the Chief Creative Officer Worldwide and Executive Chairman India at Ogilvy, he inspired countless advertising professionals.
Pandey also explored film and music, acting in Madras Cafe (2013) and writing lyrics for ‘Mile Sur Mera Tumhara’, a song that became a symbol of national unity. He co-wrote the screenplay for Bhopal Express as well.
Awarded the Padma Shri in 2016, Piyush Pandey’s creative genius redefined Indian storytelling — from boardrooms to billboards.
As many mourn his passing, one message sums it up best — “Fevicol ka jod toot gaya.” The man who glued India’s emotions with words and ideas has left behind a bond that will never break.
