Prime Minister Narendra Modi paid tribute to advertising guru Piyush Pandey. In a post on X, Modi wrote: "Shri Piyush Pandey Ji was admired for his creativity. He made a monumental contribution to the world of advertising and communications. I will fondly cherish our interactions over the years. Saddened by his passing away. My thoughts are with his family and admirers. Om Shanti."
The advertising legend is widely credited with shaping the communication strategy behind Prime Minister Modi's 2014 election campaign and coining the iconic 'abki baar, Modi sarkaar' tagline.
Awarded the Padma Shri, Piyush Pandey was celebrated for Indianising advertising, infusing campaigns with the colors, rhythms, and everyday flavors of Indian life.
Born into a family of nine, with his brother Prasoon Pandey also in the creative field, Piyush Pandey studied at St. Xavier's School in Jaipur before completing a 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, soon moving 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.
Union Ministers Nirmala Sitharaman and Piyush Goyal also mourned the passing of the ad legend.
Calling Pandey a "titan and legend" of Indian advertising, Sitharaman said he revolutionized communication by "bringing everyday idioms, earthy humour, and genuine warmth" to his work. She added that having interacted with him on several occasions, Pandey's legacy would continue to inspire generations.
Goyal described Pandey as "a phenomenon in the world of advertising," whose creative genius redefined storytelling. "To me, he was a friend whose brilliance shone through his authenticity, warmth, and wit," the Union Minister added.
Tributes poured in from across India, particularly from India Inc and fellow advertising professionals, many recalling their personal associations with Pandey and his unforgettable campaigns for Asian Paints, Fevicol, and Cadbury.
In recent years, the Jaipur-born Pandey had been advising Ogilvy, having stepped back from an active role.
In the late 1980s, he also contributed lyrics to the government-produced and widely popular song Mile Sur Mera Tumhara, which celebrates India's rich diversity.
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