Dek: From Fevicol to Cadbury, Piyush Pandey turned everyday products into cultural stories that spoke India’s language. The Padma Shri legend leaves behind not just ads—but emotion.
Samay in 60 Seconds
- Ad icon Piyush Pandey passed away at 70 after a brief illness.
- Known for legendary campaigns like Fevicol’s Dum Laga Ke Haisha and Cadbury’s Kuch Khaas Hai.
- Served as Global Chief Creative Officer & Executive Chairman, Ogilvy India.
- Recipient of Padma Shri (2016) and LIA Legend Award (2024).
- Tributes pour in from Nirmala Sitharaman, Uday Kotak, Suhel Seth, and the creative fraternity.
Key Facts at a Glance
| Aspect | Details |
|---|---|
| Name | Piyush Pandey |
| Age | 70 |
| Profession | Advertising Legend, Chief Creative Officer – Ogilvy |
| Major Works | Fevicol, Cadbury, Asian Paints, Vodafone ZooZoos, “Mile Sur Mera Tumhara” |
| Awards | Padma Shri (2016), CLIO Lifetime (2012), Lion of St. Mark (2018), LIA Legend (2024) |
| Passed Away | Friday, after suffering from an infection |
| Last Rites | Saturday, 11 AM, Shivaji Park, Mumbai |
What Happened – Piyush Pandey’s Final Ad Fadeout
Indian advertising lost its most iconic voice on Friday as Piyush Pandey, the man who made brands part of India’s heartbeat, passed away at 70.
Pandey had been suffering from an infection, and his last rites will be held at Shivaji Park in Mumbai.
A storyteller at heart, Pandey joined Ogilvy in 1982 and went on to build the agency’s creative DNA. His campaigns for Fevicol, Cadbury Dairy Milk, Asian Paints, Fortune Oil, and Vodafone weren’t just ads—they were moments of national memory.
Why It Matters – The Voice of Indian Advertising
Before Pandey, Indian ads often spoke in borrowed accents. He changed that—bringing humor, simplicity, and “desi idioms” into the boardroom.
He taught brands to sound like India itself—warm, witty, emotional, and true.
From “Fevicol ka mazboot jod hai” to “Kuch Khaas Hai Zindagi Mein,” Pandey’s work connected corporate messages with cultural meaning.
Reactions
Saddened to hear of the passing of Shri Piyush Pandey.
— Nirmala Sitharaman (@nsitharaman) October 24, 2025
A titan and legend of Indian advertising, he transformed communication by bringing everyday idioms, earthy humor, and genuine warmth into it.
Have had opportunities to interact with him on various occasions.
Heartfelt… pic.twitter.com/tytshG1aHK
Truly at a loss for words to express my sadness at the demise of Padma Shri Piyush Pandey.
— Piyush Goyal (@PiyushGoyal) October 24, 2025
A phenomenon in the world of advertising, his creative genius redefined storytelling, giving us unforgettable and timeless narratives.
To me, he was a friend whose brilliance shone… pic.twitter.com/t6ZDSViCrS
Impact on You – How He Changed What We Watched
Every Indian who ever smiled at a Cadbury ad or chuckled at a Fevicol film was touched by Pandey’s art.
He turned advertising into storytelling—and storytelling into emotion.
His approach helped India’s ad industry find its global footing and inspired generations of young creatives to think Indian, not imported.
Samay’s Voice – The Adman Who Made India Feel
He didn’t just sell glue or chocolate—he sold emotion wrapped in authenticity.
In every script, he left a heartbeat.
India’s advertising will never sound the same again.
Street FAQs
Q. What made Piyush Pandey unique in advertising?
He rooted every campaign in Indian reality—using humor, language, and emotion that every Indian could relate to.
Q. Which campaigns defined his legacy?
Fevicol’s “Bus” ad, Cadbury’s “Kuch Khaas Hai,” Asian Paints’ “Har Ghar Kuch Kehta Hai,” and Vodafone’s ZooZoos.
Q. What awards did he receive?
Padma Shri (2016), CLIO Lifetime Achievement (2012), Lion of St. Mark (2018), and LIA Legend Award (2024).
Q. Who paid tribute to him?
Union Finance Minister Nirmala Sitharaman, Uday Kotak, Suhel Seth, and leaders across industries.
Iconic Ads by Piyush Pandey
Fevicol’s Dum Laga Ke Haisha
Cadbury’s Kuch Khaas Hai
Sources
Official posts from Nirmala Sitharaman (X), Ogilvy India, Uday Kotak, archival interviews, and verified media reports.
