The North News
New Delhi, October 24
Piyush Pandey, one of India’s most influential advertising figures and the creative mind behind some of the country’s most enduring campaigns, has died at the age of 70. Pandey came to national prominence during the 2014 Indian general election when he helped craft the now-iconic slogan “Ab ki baar Modi sarkar” — a line that struck a chord across social and regional divides and became a rallying cry for a political movement that swept the polls.
His career, however, stretched far beyond politics. Pandey joined Ogilvy India in 1982 as a trainee and went on to become its most recognisable creative voice. Over four decades, he built a legacy that blended storytelling with cultural insight, giving Indian advertising a distinct and authentic language.
Pandey passed away in the early hours of Friday, leaving behind a body of work that defined India’s advertising landscape and influenced its political messaging for decades. In 2015, he published his memoir Pandeymonium, a personal account of his creative journey and the evolution of the industry.
Indian Prime Minister Narendra Modi led tributes, writing on X:
“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.”
His portfolio reads like a timeline of modern Indian advertising. He built some of the country’s most recognisable brands: Fevicol’s witty humour, Vodafone’s beloved pug, Asian Paints’ festive storytelling and Cadbury’s “Kuch Khaas Hai” are etched into public memory. His Fevicol “Egg” commercial remains a benchmark in storytelling simplicity.
Pandey’s creative genius earned him global recognition. He received honours including the Lion of St. Mark at Cannes Lions International Festival of Creativity, Lifetime Achievement Awards from the Clios and AAAI, and became the first advertising professional to be awarded the Padma Shri. He was also named a Lotus Legend by the ADFEST Hall of Fame.
In his acceptance speech for the Lotus Legend award, Pandey said:
“You do not wear your country on your sleeve, you wear your country in your heart.”
To young creatives, his message was simple and lasting:
“Believe in yourself, believe in your country, and believe that the world will salute you one day.”
A prolific mentor and cultural storyteller, Pandey consistently championed campaigns rooted in Indian realities rather than imported templates. Colleagues and peers often described him as “the man who gave Indian advertising its voice.”
His death marks the end of an era in Indian advertising — one defined by wit, warmth and a deep connection to everyday life.
