Amitabh Bachchan remembers Piyush Pandey after his demise: 'A creative genius, a most amiable friend has left us...'

Amitabh Bachchan mourns Piyush Pandey in his blog post

Bollywood icon Amitabh Bachchan paid an emotional tribute to Piyush Pandey, who revolutionised advertising in India.

At the age of 70, Piyush Pandey, one of the nation's most significant creative minds, passed away, leaving a legacy that connected storytelling, art, and emotion.

Amitabh Bachchan, who shared a long and meaningful association with the advertising icon, took to his personal blog to express his grief.

In his post, he wrote, “A creative genius .. a most amiable friend, and guide .. has left us. No words to express our grief. Piyush Pandey , passed away this morning. The creative works left behind by him shall ever be an eternal emblem of his immeasurable creativity. (Stabhdh! Nishabd!!) (prayers).”

In order to give the campaign a strong voice during India's pivotal fight against polio in the 1990s, Piyush Pandey looked to Amitabh Bachchan and as per reportes, Amitabh Bachchan didn't charge anything for the capmaign.

Together, they developed the iconic "Do Boond Zindagi Ke" campaign, which resonated throughout the country and played a key role in India's efforts to eradicate polio.

Years later, they collaborated once more on Gujarat Tourism's well-known "Khushboo Gujarat Ki" campaign. The phrase "Kuch din toh guzaaro Gujarat mein" became famous thanks to Big B's powerful voice and Pandey's vision; it was the ideal fusion of charm, pride, and narrative that changed how India perceived state tourism.

Also Read: How Piyush Pandey turned Amitabh Bachchan’s ‘angry young man’ into an ‘angry old man’ for the polio campaign

However, Piyush Pandey's impact went well beyond any particular campaign. He was the creative force behind some of India's most beloved ads, including Vodafone's cute pug, Cadbury's endearing "Kuch Khaas Hai," and Fevicol's quirky humour.

Piyush Pandey progressed through the ranks to become the Executive Chairman (India) and Global Chief Creative Officer of Ogilvy. As befitted a man who revolutionised the way brands communicated with consumers, he was awarded the Padma Shri in 2016 and the LIA Legend Award in 2024.