The legendary figure of Indian advertising, a symbol of boundless creativity, and a pioneer of modern marketing thought — Piyush Pandey — is no more. At the age of 70, this titan of the advertising world has passed away, leaving behind a void that will be deeply felt not only in India but across the entire South Asian sphere of advertising and marketing. His demise marks the end of an era, yet his legacy continues to illuminate the path for generations to come.
For nearly four decades, as the face of Ogilvy India, Piyush Pandey built an extraordinary legacy — one that remains both instructive and inspiring even today. He redefined advertising, transforming it from a mere instrument of sales into a profound art of human storytelling.
A Visionary Who Created a New Language of Advertising
Through his pen and his imagination were born some of the most iconic campaigns in the history of Indian advertising — campaigns that continue to resonate in people’s hearts. “Fevicol ka Jod,” “Kuch Khaas Hai” (Cadbury), “Har Khushi Mein Rang Laye” (Asian Paints), “Hutch ka Pug” — these were not just advertisements; they were stories of middle-class India — of emotions, laughter, and relationships.
Piyush Pandey showed the world that advertising was not merely about selling products, but about evoking feelings. His work demonstrated that at the heart of every great marketing effort lies the ability to touch the human soul.
From Brand to Emotion — The Philosophy of Piyush Pandey
Piyush Pandey firmly believed that “People don’t remember brands; they remember stories.”
And in that belief lay his genius. His work has become a textbook for every student of marketing — every tagline, every scene, every character bearing his unique, humanistic touch. His creativity turned commerce into communication, and branding into art.
His Influence Beyond Advertising — In Politics and Society
Piyush Pandey’s influence was not confined to commercial advertising. He made a remarkable impact in the realm of social and political messaging as well. In the 2014 Indian general elections, his now-iconic slogan “Ab Ki Baar Modi Sarkar” transformed the landscape of political campaigning.
Similarly, his creation “Mile Sur Mera Tumhara” became an enduring symbol of India’s unity in diversity, celebrating the country’s cultural harmony through music and emotion.
An Everlasting Source of Inspiration in Modern Marketing Education
Even after his retirement in 2023 from his position as Executive Chairman of Ogilvy India, his lessons continue to live on — in every advertising school, in every marketing strategy, and in every creative mind that dares to dream differently.
Visionaries like Piyush Pandey have proven that a single slogan, a single thought, or a single idea has the power to transform the consciousness of a nation.
Tribute from Marketing Gurukul, GOLN
Marketing Gurukul, GOLN, remembers this great master of advertising with the deepest respect and gratitude. His philosophy continues to inspire us every day:
“Don’t chase sales — chase stories.
For it is stories that give meaning to sales.”
Piyush Pandey was not merely an adman; he was a cultural ambassador who elevated advertising to the level of fine art.
You may no longer be among us, but your thoughts, creativity, and philosophy will forever remain a guiding light on our path of learning and inspiration.
With reverence and gratitude,
Marketing Gurukul, GOLN
Gurukul Online Learning Network (GOLN)