Piyush Pandey, the creative force who redefined Indian advertising, passed away at age 70. From his early days at Ogilvy India in 1982, he brought homespun humour and cultural resonance to campaigns that became part of India’s popular fabric. His signature work included ads like Fevicol’s “Egg” film, Cadbury’s “Kuch Khaas Hai”, Vodafone’s pug campaign, and the election tagline “Ab ki baar Modi sarkar”—each shaping brand-culture and public discourse.

Awarded the Padma Shri in 2016 and the 2024 LIA Legend Award, Pandey brought international acclaim to Indian creativity. He remains renowned not just for advertising, but for making it distinctly Indian in tone, language and sentiment.

As colleagues and the industry mourn his loss, his lasting legacy persists in every ad that speaks in a vernacular voice, every brand that connects emotionally and every creative professional inspired by his journey. Pandey changed not just ads—but the way India saw itself.