Piyush Pandey, among the most renowned figures in Indian marketing, passed away in Mumbai early Friday early morning at the age of 70. He had actually transitioned to an advisory function at Ogilvy, having actually served formerly as its primary imaginative officer around the world and executive chairman, India.
In a profession covering more than 4 years, Pandey developed a few of the most remarkable projects – from ‘Hamara Bajaj’, ‘Chal Meri Luna, ‘Har Ghar Kuch Kehta Hain’ to ‘Fevicol ka Mazboot Jod’ and Cadbury’s ‘Kuch Khaas Hai Zindagi Mein’ among others. His work didn’t simply offer items; it entered into India’s social and cultural material. Pandey redefined the method brand names talked to customers, bringing feeling, credibility and regional flavour to the craft of interaction.
Born and raised in Jaipur, Pandey’s relocate to marketing followed a couple of early diversions– playing cricket for Rajasthan in the Ranji Trophy and attempting his hand as an expert tea cup.
Signing up with Ogilvy in 1982– he never ever left-Pandey increased through the ranks to turn into one of the most reputable imaginative leaders internationally. In the early 1980s, English controlled advertisement scripts. What Pandey brought was a rejuvenating credibility – projects that spoke the language of the street, the town, and the middle-class home. His work showed the tone of the nation and its individuals with beauty and humour-warm, even earthy, with all of the contradictions and mayhem.
Under his management, Ogilvy India ended up being associated with innovative quality, setting criteria for storytelling and brand name structure. His enduring collaborations with brand names such as Bajaj Auto, Fevicol, Cadbury, Asian Paints and Vodafone produced work that continues to be commemorated for its simpleness and nostalgic link.
Asian Paints CEO Amit Syngle stated the ‘Har Ghar Kuch Kehta Hai’ tagline exhibited Pandey’s impulse for the best pitch.
“I still remember the first time he recited those lines-we felt goosebumps, it was pure magic,” he stated. “That thought captured the essence of what a home truly means–an emotion, not a possession–and continues to shape the way we connect with people even today.”
Pidilite Industries CEO Sudhanshu Vats, whose brand name Fevicol ended up being associated with Pandey’s imaginative genius, stated his projects “turned a humble adhesive into a cultural phenomenon.”
It was more than a customer relationship.
“I will personally treasure our meetings and the laughter riots always filled with his trademark humour and unwavering pulse on the Indian culture and consumer–ultimate bond with the man with a golden heart is timeless,” Barrels stated.
Pandey assisted groom generations of imaginative experts. His thriving laugh, unique moustache, his capability to see poetry in daily life, and his persistence on simpleness over lingo motivated copywriters, art directors, and organizers. He was a coach who commemorated impulses over procedures, concepts over egos.
Josy Paul, chairman and chief imaginative officer of BBDO India, worked carefully with him.
“Piyush Pandey didn’t just revolutionise Indian advertising-he gave it an Indian identity,” Paul stated. “He brought the language of our homes, our humour, our warmth, our contradictions, and our humanity into the mainstream. He replaced the ‘voice of God’ with the sound of the people and turned 70mm cinema into the everyday intimacy of the 21-inch TV screen.”
His impact, as Paul kept in mind, surpassed brand names.
Spinach Experience Design cofounder Agnello Dias stated, “The industry creates a lot of ads today, but Piyush didn’t just create ads, he invented advertising as we know it. That is his legacy.”
One significant particular about Pandey was his special capability to mix organization and relationship.
“Piyush was more than a creative genius, he was a dear friend and an inspiration to all of us,” stated Deepak Iyer, EVP and president AMEA, Mondelez International. “His legacy of authenticity, humour, and empathy will continue to inspire every campaign and remind us that the most powerful connections are those made with the heart.”
Pandey’s imaginative impact extended beyond brand names. He contributed in a number of social and civil service projects, consisting of ‘Mile Sur Mera Tumhara’, citizen awareness drives, and the federal government’s polio obliteration campaign-all of which brought his signature mix of sensation and clearness.
With his death, an age ends – one that commemorated feeling over algorithms, insight over analytics, and craft over benefit. For a market progressively driven by information and AI, Pandey was maybe amongst the last of the romantics.
His words and his work will continue to advise us what marketing can be when it comes directly from the heart.
