Shah Rukh Khan pays heartfelt tribute to Piyush Pandey: 'He carried his genius so lightly...'

Shah Rukh Khan mourns Piyush Pandey after his demise

Piyush Pandey was a creative visionary whose work gave the Indian advertising industry its distinct voice and soul. His passing is being mourned by the industry.

At the age of 70, he passed away on Thursday, leaving a legacy of heartwarming and product-selling campaigns.

Pandey, who was well-known for his warmth, humour, and acute awareness of Indian sensibilities, turned advertising into a storytelling medium that struck a deep chord with viewers all over the nation.

Shah Rukh Khan paid a heartfelt tribute to the legend on his X account, sharing a picture of Pandey and writing, “Working and being around Piyush Pandey always felt effortless and fun. Was an honour being part of the pure magic he created. He carried his genius so lightly and revolutionised the ad industry in India. Rest in Peace my friend. Will miss you lots.”

Working and being around Piyush Pandey always felt effortless and fun. Was an honour being part of the pure magic he created. He carried his genius so lightly and revolutionised the ad industry in India. Rest in Peace my friend. Will miss you lots. pic.twitter.com/rxJJOrk5Xp

— Shah Rukh Khan (@iamsrk) October 24, 2025

The outpouring of grief and remembrance has been immense. Filmmaker Hansal Mehta wrote, “Fevicol ka jod toot gaya. The ad world lost its glue today. Go well Piyush Pandey.”

Fevicol ka jod toot gaya. The ad world lost its glue today. Go well Piyush Pandey.

— Hansal Mehta (@mehtahansal) October 24, 2025

Amitabh Bachchan reflected on Pandey’s brilliance on his blog, saying, "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 .."

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Piyush Pandey, often hailed as the face of modern Indian advertising, began his journey in the 1980s and eventually rose to become the Chief Creative Officer Worldwide of Ogilvy & Mather.

He was praised for changing the way brands spoke to the country by bringing humour, heart, and a distinctively Indian flavour to campaigns. Long after they were first broadcast, classic pieces like Asian Paints' Har Ghar Kuch Kehta Hai, Cadbury's Kuch Khaas Hai, and Fevicol's Jod Ke Rakhe Hamesha were cited and remembered as cultural icons.