The Indian advertising industry lost its most celebrated voice on Thursday as Piyush Pandey, the creative genius who transformed how brands communicated with the nation, died at 70.

For over four decades, the Jaipur-born storyteller reshaped Indian advertising, turning simple commercials into cultural phenomena and making brands like Fevicol, Cadbury, and Asian Paints inseparable from the Indian consciousness.

When Piyush Pandey joined Ogilvy in 1982 at age 27, Indian advertising was dominated by Westernised sensibilities, polished English, and foreign aesthetics.

advertisement

What he brought instead was the color, chaos, and character of real India. Campaigns that spoke like everyday conversations rather than corporate marketing.

THE BOY FROM JAIPUR WHO BREATHED ADVERTISING

Born in Jaipur in 1955 to a government bank employee and a homemaker, Pandey grew up as one of nine siblings in a creative household that included filmmaker Prasoon Pandey and singer Ila Arun.

After studying history at St. Stephen's College, Delhi, and playing cricket at the Ranji Trophy level, he explored various professions before finding his calling in advertising at age 27.

He often said that brands are built with magic and not just logic. This philosophy became the cornerstone of his creative approach, prioritising emotional connection over mere product features.

FEVICOL'S INNOVOTIVE ADS

Perhaps no campaign better exemplifies Pandey's genius than his work for Pidilite's Fevicol adhesive. The iconic bus advertisement—showing passengers packed so tightly they don't fall off even when the bus tilts—became a masterclass in visual storytelling without words.

The clever scenarios and impeccable execution left a lasting impression, brilliantly highlighting Fevicol's product quality.