Piyush Pandey passes away: How this St Stephen’s scholar schooled India in advertising
The nation woke up to somber news on Friday morning: Piyush Pandey, the creative genius who redefined Indian advertising, passed away at the age of 70. His campaigns were not just advertisements; they were stories that lingered in memory, words that touched hearts, and visuals that became part of India’s collective consciousness. From Fevicol’s unforgettable “Egg” ad to Cadbury’s tender “Kuch Khaas Hai,” Pandey had a rare gift of turning products into emotions. Leaders, colleagues, and millions of admirers expressed grief at the loss of this visionary, which felt deeply personal to the country he inspired.Yet, behind the genius was a man whose journey was marked by curiosity, perseverance, and a profound love for learning. Born in Jaipur in 1955, Pandey explored cricket, tea tasting, and even construction before discovering the world of advertising, a field where he would leave an indelible mark. His early days, lending his voice to radio jingles alongside his brother Prasoon Pandey, hinted at the spark of creativity that would later illuminate the industry. It was not just talent, but his understanding of people, culture, and stories that made him a luminary whose influence will be felt for generations.
Early life and formative years
Pandey grew up in a bustling family of nine children, where discipline met imagination. With a father employed at the Rajasthan State Cooperative Bank and siblings like Prasoon Pandey and singer-actor Ila Arun, his upbringing was a blend of practicality and artistic exposure. Even as a young man, he displayed versatility, playing cricket for Rajasthan in the Ranji Trophy and exploring varied professions before his creative calling found him.
Academic pursuits: The scholar behind the vision
Pandey’s brilliance was anchored in education. He studied at St. Xavier’s School, Jaipur, before earning a postgraduate degree in History from St. Stephen’s College, Delhi, one of India’s most esteemed institutions. This academic foundation enriched his storytelling, giving depth and context to his work. Every campaign he crafted reflected not just imagination but insight into culture, history, and the human experience, qualities that set him apart in a world often driven by fleeting trends.
The career that shaped an industry
Joining Ogilvy & Mather India in 1982 as a trainee account executive, Pandey’s rise was nothing short of extraordinary. His first advertisement for Sunlight Detergent was a humble beginning to a legendary journey. In the creative department, he conceived campaigns for Asian Paints, Cadbury, Fevicol, and Luna Mopeds that became cultural icons. Rising to creative director and eventually to the board of directors in 1994, Pandey helped Ogilvy India dominate the creative landscape. His historic role as the first Asian jury president at the Cannes Lions International Festival of Creativity in 2004 underscored the global reach of his vision.
Legacy and cultural impact
Pandey’s work went beyond selling products; it celebrated Indian life, language, and identity. Awards such as the Padma Shri (2016) and the CLIO Lifetime Achievement Award (2012) recognized his towering influence. Even after transitioning to Chief Advisor at Ogilvy in 2024, his mentorship and wisdom continued shaping the next generation of creative minds. His legacy is not only in campaigns but in the way advertising itself began to speak the language of the people.
A life that touched hearts
Piyush Pandey leaves behind more than a portfolio of iconic ads—he leaves a legacy of passion, intellect, and humanity. A historian by education and a visionary by heart, he taught the nation that creativity is most powerful when it is rooted in understanding and empathy. As India mourns the passing of its advertising maestro, his stories, his campaigns, and his spirit will continue to resonate, reminding us that great talent does not merely entertain; it connects, inspires, and endures.
