Piyush Pandey, Iconic Adman, Passes Away at 70
Pandey’s distinctive ad campaigns shaped the visual and aural lexicon of India.
Piyush Pandey, a titan of Indian advertising, passed away after prolonged illness on Friday, October 24. He was 70. A cultural and creative icon, Pandey’s distinctive ad campaigns shaped the visual and aural lexicon of India. He infused humour, directness and cultural specificity into his ads, crafting landmark commercials and slogans for brands such as Fevicol, Asian Paints, Cadbury and Vodafone. He began his career as a trainee at advertising giant Ogilvy and Mather in 1982, eventually rising to lead the agency in India for over 40 years.
In a vast and mercurial career, Pandey had several noteworthy brushes with the world of cinema and filmmaking. He drafted in Amitabh Bachchan for a public health campaign promoting polio vaccination, leading to the iconic tagline 'Do Boond Zindagi Ke'. Pandey also wrote the lyrics of the video song ‘Mile Sur Mera Tumhara’ promoting national integration for Doordarshan, and, along with his brother, Prasoon Pandey, co-wrote the 1999 film Bhopal Express. In 2013, Shoojit Sircar cast Pandey in a supporting role in his film Madras Cafe, starring John Abraham and Nargis Fakri.
Mourning Panday’s passing, filmmaker Hansal Mehta wrote on X, “Fevicol ka jod toot gaya. The ad world lost its glue today. Go well Piyush Pandey.”
Prime Minister Narendra Modi condoled the demise of the advertising legend, writing, “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.”
Pandey won several prestigious accolades during his life. In 2016, he became the first advertising man to be awarded the Padma Shri, India’s fourth-highest civilian award. And in 2018, he and his brother Prasoon Pandey became the first Asians to receive the Lion of St. Mark at the Cannes Lions International Festival of Creativity.
Pandey’s funeral is scheduled for Saturday, October 25 in Mumbai.