Mile sur mera tumhara to Cadbury's kuch khaas hai: How Piyush Pandey rewrote grammar of Indian pop culture – Top 5 campaigns

Pandey, 70, started his advertising journey in 1982 with Ogilvy & Mather India (now Ogilvy India), beginning as a trainee account executive before transitioning to the creative side

Piyush Pandey, the legendary ad guru who revolutionised the grammar of marketing campaigns in India, has died. The man, known for his booming laugh, trademark handlebar moustache, and numerous ads, was suffering from an infection. His last rites will be performed today in Delhi.

Awarded the Padma Shri, Pandey was known for Indianising ads with the everyday flavors and moods of Indian streets.

Born into a family of nine children, with Prasoon Pandey among his siblings, Piyush Pandey studied at St. Xavier's School in Jaipur before completing his postgraduate degree in History from St. Stephen's College, Delhi.

Pandey began his advertising career in 1982 as a client servicing executive at Lintas India and shortly after moved to Ogilvy India. His first assignment was a print campaign for Sunlight Detergent. Six years later, he transitioned to the creative department, where he crafted iconic campaigns for brands such as Fevicol, Luna Moped, Asian Paints and Cadbury.

As tributes pour in remembrance of the ad guru, here are the top 5 campaigns that made Piyush Pandey a household name:

Mile Sur Mera Tumhara was one of the earliest creations of Pandey that left an indelible mark on India's collective memory. The campaign captured the spirit of national unity through music, blending voices, languages, and regions into a single, powerful message.

Pandey, who was tasked purely as a lyricist, had credited his mentor Suresh Malik for guiding him through 18 revisions of the lyrics. "He couldn't get the simplicity he wanted from the established lyricists," Pandey recalled. "One day he asked, 'Why don't you write it?' I almost fell off my chair. Eventually, he approved the 18th draft at the Lido Bar of the Ritz Hotel, right next to our office."

The campaign also stood out for how effortlessly big names joined without ego. "Mr. Bachchan, Mithun Chakraborty, and Jeetendra were there for just one shot. No one asked, 'Mera role kya hai?' They came, did their part, and together, they created history," Pandey said during a 2017 interview with BrandEquity.

The 1993 Cadbury Dairy Milk's 'Kuch khaas hai' commercial, created by Piyush Pandey and his team at Ogilvy, became an iconic milestone in Indian advertising. The ad featured a young woman joyfully dancing onto a cricket field as her boyfriend hit the winning shot, perfectly capturing the spirit of celebration in a distinctly Indian style. Its tagline, "Kuch Khaas Hai," struck a chord with audiences, transforming the way chocolate was perceived-not just as a treat, but as a symbol of happiness, victory, and togetherness.

Fevicol, a humble adhesive brand, became one of India's most beloved and enduring advertising stories, thanks to Piyush Pandey. His ads combined humour, relatable everyday scenarios, and ordinary people, making each commercial feel like a slice of Indian life.

In one memorable ad, a crowded bus bounces over rough roads, yet everyone remains in place because of Fevicol's strong hold. In another, villagers construct objects so sturdy that they cannot be broken. Each ad carried the same memorable message: "Fevicol ka mazboot jod hai, tootega nahin."

But Pandey's creativity went beyond humour. Fevicol became a metaphor for India itself-a country that stays united despite its chaos, diversity, and multitude of languages. Through a simple glue ad, he captured the resilience and spirit of the nation. That ability to turn a product into a reflection of society is what set him apart, making his work deeply resonant with audiences.

Not all of Piyush Pandey's brilliance was reserved for commercial brands-some of it was devoted to India itself. When the government launched the Pulse Polio campaign, it needed a message that conveyed both urgency and trust. Pandey delivered, creating the now-iconic slogan "Do Boond Zindagi Ki" and enlisting Amitabh Bachchan's resonant voice to reach every household.

This was advertising with a purpose-not just raising awareness, but inspiring action. His work encouraged millions of parents to vaccinate their children, step by step. When India was eventually declared polio-free, Pandey's creativity had quietly but profoundly contributed to a historic public health achievement.

Crafted by Piyush Pandey in 2014, BJP's "Abki baar, Modi sarkar" slogan became a household phrase across India. Ahead of the 2014 Lok Sabha elections, he introduced a new language of advertising to Indian politics with this slogan: "Abki Baar, Modi Sarkar." It quickly emerged as the most talked-about political tagline of the time, reshaping the way election campaigns were run. Through this, Piyush Pandey demonstrated that advertising is not just about promoting products-it can also convey ideas and reach every corner of the nation.