Advertising Legend Piyush Pandey, Creator of “Abki Baar Modi Sarkar”, Fevicol and Cadbury Ads, Passes Away at 70

Piyush Pandey, one of India’s most celebrated advertising minds and a transformative figure in the creative industry, passed away on Thursday at the age of 70. Known for his deep understanding of Indian culture and his ability to connect emotion with commerce, Pandey’s work reshaped the country’s advertising narrative over four decades.

The Creative Force Behind India’s Most Memorable Ads

As the driving force at Ogilvy India, Pandey was responsible for crafting some of the most beloved campaigns in Indian advertising history. His creations, such as Cadbury’s “Kuch Khaas Hai” and Fevicol’s humorous, memorable ads, transcended marketing—they became cultural symbols. His relatable storytelling and focus on everyday Indian life brought authenticity to brands, replacing elitist tones with heartwarming narratives rooted in the vernacular.

Transforming Indian Advertising at Ogilvy

Pandey’s journey at Ogilvy India spanned more than forty years, during which he rose to become the agency’s Global Chief Creative Officer. Under his leadership, Ogilvy India became synonymous with creativity and storytelling excellence, winning multiple national and international accolades, including several Cannes Lions. He was also the first Indian to chair the Cannes Direct Lions Jury in 2007, marking a milestone in global recognition for Indian advertising talent.

Political and Cultural Impact

Beyond commercial advertising, Pandey’s influence extended to political communication. He played a crucial role in designing the Bharatiya Janata Party’s 2014 election slogan, “Abki Baar Modi Sarkar,” a campaign that reshaped the landscape of political advertising in India. His work consistently reflected an understanding of India’s diverse linguistic and emotional landscape, inspiring brands to speak in an “Indian voice” that resonated with people from all walks of life.

Exam Oriented Facts

• Piyush Pandey served as Ogilvy’s Global Chief Creative Officer and Executive Chairman for India.
• He created India’s iconic ads for Fevicol, Cadbury, and the 2014 BJP campaign slogan.
• In 2007, he became the first Indian to chair the Cannes Direct Lions Jury.
• Pandey received the Padma Shri in 2016 for his contribution to advertising and communications.

Tributes and Legacy

Tributes have poured in from across the industry and beyond, as colleagues, politicians, and admirers remembered him not just for his ads but for redefining how India connects with brands. Piyush Pandey’s legacy endures in the laughter, emotion, and pride his campaigns continue to evoke—a timeless reminder that great storytelling speaks the language of the people.