Creator of iconic ads like Hamara Bajaj, Kuch Khaas Hai Zindagi Mein, and Thanda Matlab Coca-Cola
Padma Shri awardee and legendary ad guru Piyush Pandey passed away on Thursday in Mumbai at the age of 70. Pandey was one of India’s most celebrated creative minds, known for shaping the language of Indian advertising through memorable campaigns such as Hamara Bajaj, Fevicol – The Ultimate Adhesive, Cadbury Dairy Milk’s Kuch Khaas Hai Zindagi Mein, and the political slogan Abki Baar Modi Sarkar.
According to early reports, the cause of his death remains unknown, though he was said to be battling a serious infection. His funeral will take place today in Mumbai.
Early Life and Family
Born in Jaipur, Rajasthan, in 1955, Piyush Pandey grew up in a large family with seven sisters and two brothers, including film director Prasoon Pandey and singer-actress Ila Arun.
His father worked in a bank, and Piyush completed his schooling in Jaipur before earning a postgraduate degree in History from St. Stephen’s College, Delhi.
A sports enthusiast in his youth, Pandey represented Rajasthan in the Ranji Trophy before turning to advertising.
Journey in Advertising
Piyush Pandey entered the world of advertising at the age of 27, beginning his career alongside his brother Prasoon Pandey. The duo initially lent their voices to radio jingles for popular brands.
He joined Ogilvy & Mather (now Ogilvy India) in 1982, where he would go on to redefine the creative landscape of Indian advertising. In 1994, he was appointed to Ogilvy’s board, later becoming the agency’s Executive Chairman and Global Chief Creative Officer.
Pandey was honoured with the Padma Shri in 2016 and received the LIA Legend Award in 2024 for his global contribution to advertising.
Iconic Campaigns by Piyush Pandey
- Fevicol’s “Truck Ad” (2007):
A witty depiction of a truck overloaded with passengers who never fall off — symbolizing Fevicol’s unmatched strength. The ad became a pop-culture classic and made Fevicol a household name. - Cadbury Dairy Milk’s “Cricket Ad” (2007):
A young woman dancing on a cricket field after a winning shot — a moment that redefined happiness. The line “Kuch khaas hai zindagi mein” struck an emotional chord across generations. - Asian Paints’ “Har Ghar Kuch Kehta Hai” (2002):
A touching story of memories and home, showing how every wall tells a tale. The campaign made Asian Paints synonymous with emotion and trust. - Hutch (Vodafone)’s “Pug Ad” (2003):
Featuring a loyal pug following a boy everywhere, the ad perfectly captured the essence of network reliability. The tagline “Wherever you go, our network follows” became iconic. - BJP’s “Abki Baar Modi Sarkar” (2014):
A slogan that changed the course of political communication in India, giving the BJP’s 2014 campaign a decisive edge. - Pulse Polio’s “Do Boondein Zindagi Ki”:
A socially powerful campaign that continues to echo in public health initiatives across the country.
Legacy
From Hamara Bajaj to Thanda Matlab Coca-Cola, Piyush Pandey’s creative genius redefined how India connected with brands — through emotion, simplicity, and storytelling rooted in Indian culture.
His work bridged the gap between commerce and creativity, making him not just an ad man, but a chronicler of Indian life.
Piyush Pandey’s legacy will continue to live on — in jingles, slogans, and smiles that shaped a nation’s imagination