India mourns the loss of Piyush Pandey, the legendary creative force behind some of the nation’s most iconic advertising campaigns. Known for his uncanny understanding of the Indian ethos, Pandey’s work went beyond selling products it sold emotions, memories, and moments that became woven into the fabric of everyday life. His passing has left a void in the advertising industry, where he was celebrated not just for his talent but for his humanity, mentorship, and infectious zest for life.
According to one of the relatives, Pandey had been suffering from pneumonia for the past few weeks after he returned from a recent trip. His health continued to worsen, and he had not been responding to treatment.
In heartfelt tributes poured in on social media, Prime Minister Narendra Modi expressed his grief, lauding Pandey’s monumental contribution to advertising and communications, and recalling their personal interactions. He stated, “Shri Piyush Pandey Ji was admired for his creativity. He made a monumental contribution to the world of advertising and communications… Om Shanti.”
Shri Piyush Pandey Ji was admired for his creativity. He made a monumental contribution to the world of advertising and communications. I will fondly cherish our interactions over the years. Saddened by his passing away. My thoughts are with his family and admirers. Om Shanti.
— Narendra Modi (@narendramodi) October 24, 2025
Whereas, Industrialist Anand Mahindra recalled Pandey’s “hearty laugh and irrepressible zest for life,” emphasising that beyond campaigns and brands, it was Pandey’s joyful approach to creativity that left a lasting impression. Mahindra quoted Camus, saying, “In the midst of winter, I found there was, within me, an invincible summer,” noting that Pandey always carried that summer within him.
Yes, he was a man who left gigantic footprints on the ad industry…
But what I will remember most is not the campaigns he crafted or the brands he built, but his hearty laugh and his irrepressible zest for life.
He reminded us that even in the serious business of persuasion,… pic.twitter.com/6C1SJHwFH6— anand mahindra (@anandmahindra) October 24, 2025
Industrialist Gautam Adani also shared a heartfelt note remembering Pandey, calling him “far more than just an advertising legend.”
Taking to his X account, the Adani wrote, “Piyush Pandey was far more than just an advertising legend. He was the voice that made India believe in its own story. He gave Indian advertising its self-confidence, its soul, its “swadeshi” swagger. And he was a very good friend! Like a master batsman, he played every stroke with his heart. Today, India has lost a true son.”
Piyush Pandey was far more than just an advertising legend. He was the voice that made India believe in its own story. He gave Indian advertising its self-confidence, its soul, its “swadeshi” swagger. And he was a very good friend! Like a master batsman, he played every stroke… pic.twitter.com/HhyaEBzZdL
— Gautam Adani (@gautam_adani) October 24, 2025
But beyond his timeless brand campaigns, Piyush Pandey etched his name into India’s political history with one of the most powerful slogans ever created — “Ab Ki Baar, Modi Sarkar.” The tagline, used in Narendra Modi’s 2014 general election campaign, revolutionised political communication in India. It was catchy, conversational, and deeply rooted in the language of the people an instant connection between a leader and a nation yearning for change.
Born in Jaipur in 1955, Piyush Pandey grew up in a large family of nine children, including his siblings filmmaker Prasoon Pandey and singer-actor Ila Arun. A graduate of St. Xavier’s School, Jaipur, and St. Stephen’s College, Delhi, Pandey’s early life was as colourful as his campaigns. Before stepping into advertising, he wore many hats a tea taster, cricketer, and construction worker.
In 1982, he joined Ogilvy India, where he discovered his true calling. At a time when Indian advertising was elitist and dominated by English-speaking voices, Pandey brought Hindi and the language of the streets into the boardroom. His vision was simple: “Speak to the heart, not just to the head.” That shift would transform the industry forever.
At just 27, Pandey broke every convention in Indian advertising. He humanised brands by giving them emotion, relatability, and rhythm. Whether it was Fevicol’s timeless humour, Cadbury Dairy Milk’s “Kuch Meetha Ho Jaaye”, or Asian Paints’ “Har Khushi Mein Rang Laaye,” Pandey made people feel something genuine.
His campaigns didn’t sell products they sold memories, smiles, and emotion. The Fevicol ads became metaphors for unbreakable bonds; the Cadbury girl running on a cricket field became a symbol of freedom and joy; and Hutch’s little pug reminded viewers of loyalty and companionship.
As one of his colleagues famously said, “He didn’t just change the language of Indian advertising he changed its grammar.”
Under Pandey’s leadership, Ogilvy India became the most awarded and celebrated ad agency in the country, holding the top spot for over a decade. Together with his brother Prasoon Pandey, he became the first Asian recipient of the Lion of St. Mark at the Cannes Lions International Festival of Creativity, the highest recognition in the global advertising world.
He was also honoured with the Padma Shri in 2016, recognising his immense contribution to India’s communication and creative landscape.
In the run-up to the 2014 general elections, India witnessed an advertising phenomenon unlike any before. The slogan “Ab Ki Baar, Modi Sarkar” conceived under the creative direction of Piyush Pandey became the anthem of change.
Everywhere you went TV, radio, billboards, and street corners the phrase echoed. It wasn’t a complicated political statement; it was a people’s slogan simple, rhythmic, and deeply relatable. Pandey’s brilliance lay in distilling the mood of the nation into five words that every Indian could repeat.
Recalling the campaign, Pandey once said that he had known Narendra Modi since his time as Gujarat’s Chief Minister, having worked on the Gujarat Tourism campaign with him. When Modi approached him before the elections, Pandey hesitated, saying Ogilvy had never worked for a political party. But his respect for Modi’s vision changed his mind.
“I met the man, I said, this is a person who knows what he wants and who is willing to listen,” Pandey said.
The brief was simple: create a campaign that focused on PM Modi as a leader, not the party. “They knew the market; we knew the language,” Pandey explained. “There wasn’t a single word of political jargon it was the language of the people.”
Piyush Pandey’s creative journey wasn’t limited to advertisements. He penned the timeless patriotic anthem “Mile Sur Mera Tumhara”, promoting unity in diversity. He co-wrote the screenplay for “Bhopal Express,” and even acted in John Abraham’s ‘Madras Café’ (2013).
He was a mentor, a storyteller, and a leader who valued human connection over corporate structure. Colleagues describe him as a man who led with laughter, empathy, and a deep understanding of human nature. Even after stepping down from his leadership role at Ogilvy India in 2023, Pandey continued to guide the creative world as an advisor his presence, warmth, and wisdom inspiring a new generation of storytellers.
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