Piyush Pandey, one of the most influential figures in the Indian advertising industry, passed away on Friday morning at the age of 70.
The Executive Chairman and Chief Creative Officer Worldwide of Ogilvy, Pandey, was widely celebrated as the architect of modern Indian advertising.
According to an internal email from Ogilvy, Pandey was “battling an infection that took a serious turn.”
The statement said that with an unfathomable sense of loss, it was announcing the passing of their beloved Piyush Pandey. It mentioned that Piyush had been battling an infection that had taken a serious turn and that he had passed away peacefully that morning. The statement added that it was hard to imagine how each member of the Ogilvy family would process the terrible loss in their own way. It described Piyush as not only a true Ogilvy giant and the driving force behind Ogilvy’s—and, in many ways, Indian advertising’s—creative revolution, but also as a deeply personal presence in the lives of many. He was remembered as an eternal warrior for great work, a steadfast partner to many clients, a statesman leader, and a champion of “Indian-ness” in advertising.
Over a career spanning more than four decades, Pandey gave Indian advertising a unique voice - local, emotional, and deeply rooted in the country’s culture. Known for his booming laugh and signature moustache, he created campaigns that became part of India’s cultural memory.
His portfolio included iconic ads such as Cadbury Dairy Milk’s “Kuch Khaas Hai Zindagi Mein” featuring the dancing girl, Asian Paints’ “Har Ghar Kuch Kehta Hai,” and Vodafone’s beloved ZooZoos. He also led impactful public service campaigns like “Do Boond Zindagi Ke” for the Polio Abhiyaan with Amitabh Bachchan.
Pandey joined Ogilvy in 1982 and rose through the ranks to transform it into a global creative powerhouse. He was known not only for his creative brilliance but also for mentoring generations of advertising professionals. His dedication to using Indian languages and emotional storytelling gave Indian advertising its distinct character.
His contributions were widely recognised. Pandey was awarded the Padma Shri by the Government of India in 2016 and, alongside his brother Prasoon Pandey, received the prestigious Lion of St. Mark at the Cannes Lions in 2018.
Having taken on an advisory role at Ogilvy in late 2023, his death marks the end of an era in Indian advertising.
Tributes poured in from across the industry.