Indian advertising guru Piyush Pandey passed away at the age of 70. He delivered several memorable campaigns, including Fevicol, the Hutch pug, and the political slogan ‘Abki Baar, Modi Sarkar’. His creativity became an inspiration in the Indian advertising world.
New Delhi: Piyush Pandey, a doyen of the Indian advertising world, passed away at the age of 70. Pandey had changed the direction of Indian advertising with his unique humor, human touch, and use of local language. Campaigns like Fevicol and the Hutch pug, crafted by him, are still cherished in people's hearts today. Pandey transformed the language and grammar of Indian advertising by bringing Hindi and local idioms into mainstream advertisements. As the first Asian to receive the prestigious Lion of St. Mark award at Cannes Lions, Pandey brought global recognition to Indian advertising.
What Was His Early Life Like?
Piyush Pandey was born in Jaipur. His connection with the advertising world began in childhood when he and his brother Prasoon Pandey lent their voices to radio jingles. In his early years, Pandey dabbled in cricket, tea tasting, and construction work. However, he found his career direction after joining Ogilvy & Mather India (now Ogilvy India) in 1982. At the age of 27, he entered an advertising industry primarily driven by English and elite aesthetics and began crafting campaigns that spoke the language of Indian consumers.
Pandey's Career
Pandey delivered many memorable campaigns throughout his career. Asian Paints' "Har Khushi Mein Rang Laye" (Brings color to every happiness), Cadbury's "Kuch Khas Hai" (Something special), Fevicol's iconic "Egg" film, and the Hutch pug advertisement became hallmarks of his work. His campaigns were not just limited to selling products but also reflected Indian culture and local sentiments. He combined humor, warmth, and humanity to bring advertisements closer to society. One of his colleagues stated that Pandey not only changed the language of Indian advertising but also redefined its grammar.
Contribution to Ogilvy India
After joining Ogilvy India, Pandey established his position in the creative department. He served as National Creative Director, Executive Chairman (India), and Global Chief Creative Officer. Under his leadership, Ogilvy India became one of the most awarded agencies globally. He provided training and mentorship to multiple generations of creative professionals.
Use of Hindi and Local Idioms
Pandey's greatest contribution was his inclusion of Hindi and local idioms in mainstream advertising. He demonstrated that advertising is not merely a means to sell a product but can also be a way to touch people's hearts. He always maintained that the purpose of creativity should not just be to impress the audience, but also to make them feel and connect.
Despite immense success in his career, Pandey always remained humble. He considered himself part of a team and shared his accomplishments. As an ardent cricketer, he likened advertising to a team sport. He had said, "Brian Lara alone cannot win for West Indies. Then who am I?" Under his leadership, Ogilvy India became a training ground where young creatives were taught originality and professional competence.
Global Recognition
In 2018, Pandey and his brother Prasoon Pandey received the prestigious Lion of St. Mark award at the Cannes Lions International Festival of Creativity. This honor recognized their lifelong work, which established the art of Indian storytelling on a global stage. Pandey's creativity brought recognition to Indian advertisements on an international platform and became a source of inspiration for new generations of advertising professionals.
Pandey always emphasized emotion and truth in his work. He believed that any advertisement should reach the hearts of the audience. He cautioned young creatives not to chase only technology or trends at the expense of originality. He used to say, "Somewhere, you have to touch hearts. No viewer will look at your work and say, 'How did they do that?' They will say, 'I like it.'"
Contribution to Political Advertising
Piyush Pandey also contributed to coining one of India's most memorable political slogans — “Abki Baar, Modi Sarkar” (This time, Modi's government). This slogan became a symbol of his understanding and creativity in Indian politics. His creativity was not limited to advertising but also conveyed political and social messages to the public.
