Good ads sell products, great ones stay in our hearts, collected as memories. That’s what Piyush Pandey did.
His work didn’t just sell products:
- It celebrated people, language, and life.
For those of us in advertising, his legacy is unforgettable.
| Piyush Pandey (1955 – Forever) |
Piyush Pandey joined Ogilvy in 1982 as a trainee, probably not anticipating that he would go on and spend over four decades crafting campaigns there.
Campaigns that redefined how brands spoke to Indians!
At a time when advertising was heavily borrowed from the West, Pandey brought an authentic Indian voice to ads:
- rich with local flavour
- relatable emotion
- colloquial wit
- inspired by daily lives
He made storytelling relatable and brand building a graceful process.
Campaigns That Became Pop Culture
Here are some references to ads that will instantly take you back to memory lanes, invoking nostalgia:
- Fevicol’s unbreakable bond.
- Cadbury Dairy Milk’s “Kuch Khaas Hai.
- Asian Paints’ “Har Ghar Kuch Kehta Hai.
- Vodafone’s adorable pug and “You & I.
Each of these campaigns did more than build brands. These became part of our collective memory.
Piyush Pandey rose through the ranks at Ogilvy to become its Executive Chairman for India and the Global Chief Creative Officer.
His impact was recognised and rewarded:
- He was awarded the Padma Shri in 2016 for his contribution to literature and advertising.
- The LIA Legend Award 2024 honoured his lifetime achievements.
- Also, he was named among the most influential people in Indian advertising year after year.
Yet, despite the titles and trophies, those who worked with him remember something far more enduring:
- his warmth
- humility
- and unshakable belief in ideas that come from real life
The Philosophy That Changed an Industry
Piyush Pandey’s work reminded us that good advertising connects, and that selling is only a by-product. He believed in the strength that lay in folklore, stories, languages, and people. His campaigns celebrated everyday life, and we remained hooked for ages, not knowing the creative genius behind them.
He once said, and said so well:
“If you can make people smile, think, or feel proud of who they are, you’ve done your job.”
In a world increasingly ruled by algorithms and automation, his storytelling reminds us that human emotion is still our most powerful medium.
What His Legacy Means to Us
For those of us in the advertising world, Piyush Pandey’s passing feels deeply personal. His work taught us that authenticity is a real thing and people love it. He showed that simplicity can leave a lasting, enduring impression on the minds.
He brought creative thinking away from the desk into the bazaars, homes, and hearts.
At our agency, we often talk about “brand voice,” “consumer emotion,” and “local resonance.” Piyush Pandey lived those principles long before they became buzzwords.
A Goodbye
This note from Brand Mender is a heartfelt thanks to Piyush Pandey for giving us a blueprint for creativity that’s unmistakably Indian.
Sir,
Your ads will keep playing in our memories.
And we shall keep learning from your legacy.
