Remembering Piyush Pandey: The Maestro of Indian Advertising
A Legacy of Creativity and Emotion
The news of Piyush Pandey's passing on Friday morning resonated deeply across India, evoking a wave of nostalgia. His iconic jingles, such as You & I in This Beautiful World and Kuch Khaas Hai Hum Sabhi Mein, flooded back into the minds of many. He was 70 years old.
Renowned as one of India's most beloved storytellers, Pandey had the unique ability to transform everyday products like glue and chocolate into emotional narratives. As a recipient of the Padma Shri award and the Chief Executive Chairman of Ogilvy India, he garnered numerous prestigious accolades throughout his career. Additionally, he authored insightful books like Pandeymonium and Open House with Piyush Pandey, which provided a glimpse into the creative genius behind the smiles and songs of India.
Hailing from Jaipur and an alumnus of St. Stephen’s College in Delhi, Pandey often attributed his advertising prowess to life experiences. He famously stated, “Everything around you is a lesson — don’t ignore it; there’s so much to learn.”
Growing up as the eighth child in a family of seven sisters, he was surrounded by creativity. While he was passionate about cricket, his sisters engaged in various artistic pursuits, including music and debate. He often remarked that the vibrant atmosphere of his home was his first classroom in creativity.
Pandey also recognized the influence of Indian Railways in shaping his storytelling abilities. One of his books features a chapter titled Training on Wheels, where he reflects on his extensive train journeys across India, which provided him with invaluable insights into the lives of everyday people. These experiences inspired many of his memorable advertising campaigns.
For Pandey, the essence of advertising was simple: craft a compelling story. He believed that the true success of an advertisement was measured not by metrics but by the conversations it sparked. For him, Cadbury represented more than just chocolates; it symbolized generosity.
Over his illustrious career spanning more than thirty years, he created unforgettable campaigns for brands like Fevicol and Cadbury. His inspiration often stemmed from ordinary individuals, including a barber who inquired about the next Fevicol ad. He welcomed their enthusiasm with warmth and humor.
Piyush Pandey was a keen observer, always learning and connecting with the heartbeat of India. In one of his final interviews, he shared a poignant thought: “Computer mein jhaankoge to data dikhega, nazar uthaoge to duniya dikhegi — find the balance!”
Memorable Taglines That Shaped a Nation
- Fevicol Ka Mazboot Jod Hai Tootega Nahi (Fevicol)
- Kuch Khaas Hai Hum Sabhi Mein (Cadbury Dairy Milk)
- You & I in This Beautiful World (Vodafone / Hutch)
- Har Ghar Kuch Kehta Hai (Asian Paints)
- Googly Woogly Woosh (Pond)
- Do Boond Zindagi Ke (Pulse Polio)
- Hamara Bajaj (Bajaj)
- Kuch Din to Gujaro Gujarat Mein (Gujarat Tourism)
- Ab Ki Baar Modi Sarkar (Bharatiya Janata Party)
- Mile Sur Mera Tumhara (National Integration)
Tributes from the Industry