Advertising legend Piyush Pandey passed away at the age of 70. His contributions at Ogilvy India changed the direction of Indian advertising. PM Modi paid tribute to him and praised his creativity.
New Delhi: Piyush Pandey, a doyen of the Indian advertising world, passed away at the age of 70. For over four decades, Pandey provided creative leadership at Ogilvy India, helming many iconic campaigns rooted in a deep understanding of Indian consumers. His contributions not only reshaped the advertising industry but also played a crucial role in bringing Indian culture and local sensibilities into the mainstream. Prime Minister Narendra Modi expressed deep sorrow over his demise, stating that Pandey's creativity and unique perspective would always be cherished.
The Life of Piyush Pandey
Piyush Pandey was born in Jaipur. From childhood, he was interested in the world of advertising and communication. He and his brother, Prasoon Pandey, began their careers by lending their voices to radio jingles. In his early days, Pandey worked in various fields, but his career became stable and successful after he joined Ogilvy India in 1982. He adapted English-centric advertisements to suit Indian folk life and emotions, making advertising easily accessible in the language and understanding of the Indian populace.
Prime Minister Modi Pays Tribute
Prime Minister Narendra Modi paid tribute to Piyush Pandey in a post on X (formerly Twitter). He wrote that Pandey made an unprecedented contribution to the world of advertising and communication. Modi stated, “Shri Piyush Pandey Ji was admired for his creativity. He gave a new identity to Indian advertising and media. I will always cherish our conversations over the years. Saddened by his demise. My condolences to his family and admirers. Om Shanti.”
Pandey's Journey at Ogilvy India
Piyush Pandey began his journey at Ogilvy India as a trainee account executive and later joined the creative department. For several decades, he served in roles such as National Creative Director, Executive Chairman, and Global Chief Creative Officer. Under his leadership, Ogilvy India became one of the most awarded agencies in the world. Pandey's efforts established a new tradition of incorporating local stories, idioms, and emotions into Indian advertising.
Piyush Pandey is known for memorable campaigns for brands such as Fevicol, Hutch, and Asian Paints. By bringing Hindi and local language idioms into mainstream advertising, he gave a new dimension to the language and grammar of Indian advertising. Pandey introduced a unique blend of humanity and humor in creative campaigns for Cadbury, Egg, and many other brands. His efforts transformed advertising from merely a sales tool into a medium for storytelling.
St. Mark Lion Award at Cannes Lions
In 2018, Piyush Pandey and his brother Prasoon Pandey received the St. Mark Lion award at the Cannes Lions International Festival of Creativity. This award honored them as the first recipients from Asia and serves as a global recognition of their lifelong creative achievements. This honor is a symbol not only of their talent but also of bringing Indian advertising international recognition.
