Piyush Pandey, Iconic Fevicol Campaign Creator, Passes Away at 70

Piyush Pandey, Iconic Adman Behind Fevicol, Cadbury, Dies at 70

The advertising world is in mourning following the passing of Piyush Pandey, a legendary figure who revolutionized Indian advertising, on October 24, 2025. Pandey, aged 70, had been in a coma for nearly a month before his death. With a career spanning over four decades, he transformed brands like Fevicol, Cadbury, and Asian Paints into cultural icons through his unique storytelling and earthy humor. His work reshaped the landscape of Indian advertising, making it more relatable and deeply rooted in the nation’s ethos.

Pandey’s journey began in 1982 at Ogilvy & Mather India (now Ogilvy India), where he started as a trainee account executive before moving to the creative department. Over the years, he rose to become National Creative Director, Executive Chairman (India), and Global Chief Creative Officer. His campaigns, such as Cadbury’s “Kuch Khaas Hai” and Fevicol’s memorable ads, became household staples, reflecting India’s vibrant culture and emotions.

Early Life and Entry into Advertising

Born in Jaipur, Piyush Pandey’s early exposure to advertising came through lending his voice, alongside his brother Prasoon, to radio jingles for everyday products. Before joining Ogilvy, Pandey explored diverse fields, including playing cricket, working as a tea taster, and even taking up construction jobs. However, it was at Ogilvy in 1982 that he found his true calling. At the age of 27, he entered an industry dominated by English-language advertising and shifted its focus to resonate with India’s diverse linguistic and cultural fabric.

Pandey’s ability to weave authentic Indian narratives into advertisements set him apart. His campaigns for brands like Asian Paints (“Har khushi mein rang laaye”) and Hutch captured the essence of Indian life, making them relatable to millions. His storytelling was not just about selling products but about creating emotional connections that resonated across generations.

Transforming Indian Advertising

Piyush Pandey’s work redefined the grammar of Indian advertising. At a time when the industry leaned heavily on Western influences, he brought an authentic Indian voice to the forefront. His campaigns were grounded in local culture, humor, and emotions, making brands like Fevicol and Cadbury household names. A colleague once remarked, “Piyush didn’t just change the language of advertising; he changed its soul.”

Under his leadership, Ogilvy India became a global powerhouse, earning numerous awards and accolades. Pandey’s creative vision transformed the agency into one of the most celebrated in the world, with campaigns that were both commercially successful and culturally significant. His ability to blend creativity with strategy made him a revered figure in the industry.

Global Recognition and Awards

Piyush Pandey’s contributions to advertising earned him global recognition. In 2018, he and his brother Prasoon became the first Asians to receive the prestigious Lion of St. Mark at Cannes Lions, a lifetime achievement award for their impact on global creativity. In 2004, Pandey made history as the first Asian jury president at the Cannes Film Festival, further cementing his influence on the international stage.

In 2012, he was honored with the CLIO Lifetime Achievement Award, recognizing his contributions to the global advertising industry. Closer to home, Pandey received the Padma Shri, one of India’s highest civilian honors, becoming the first advertising professional to achieve this distinction. These accolades underscored his role in elevating Indian advertising to a global level.

Iconic Campaigns and Lasting Legacy

Pandey’s portfolio includes some of India’s most iconic advertising campaigns. His work for Fevicol, with its humorous and memorable ads, showcased the brand’s strength in a way that resonated with audiences across the country. Similarly, Cadbury’s “Kuch Khaas Hai” campaign captured the joy of everyday moments, making the brand synonymous with celebration and togetherness.

Beyond consumer brands, Pandey also left his mark on political advertising with the memorable “Ab ki baar, Modi sarkar” slogan, which became a defining feature of the 2014 Indian general elections. His ability to craft messages that resonated with diverse audiences highlighted his versatility and deep understanding of India’s cultural pulse.

A Humble Leader and Mentor

Despite his towering achievements, Piyush Pandey remained remarkably humble. He often described himself as a team player, famously saying, “A Brian Lara can’t win for the West Indies alone. Then who am I?” His collaborative approach inspired generations of advertisers, encouraging them to find authenticity in their work. Pandey mentored countless young creatives, fostering a culture of innovation and storytelling at Ogilvy and beyond.

His influence extended to nurturing talent and shaping the next generation of Indian advertisers. Many of today’s leading creatives credit Pandey for inspiring them to embrace India’s cultural diversity in their work. His legacy as a mentor is as significant as his contributions as a creative director.

Tributes from Leaders and Industry

Union Finance Minister Nirmala Sitharaman expressed profound grief over Pandey’s passing, describing him as a “titan and legend of Indian advertising.” In a statement, she recalled her interactions with him and praised his ability to capture India’s spirit through his work. “His legacy will continue to inspire generations,” she added, offering condolences to his family and the creative community.

The advertising industry echoed similar sentiments, with colleagues and peers mourning the loss of a visionary who redefined their craft. Social media platforms were flooded with tributes, with many sharing memories of Pandey’s warmth, humor, and unparalleled creativity.

Impact on Indian Culture and Advertising

Piyush Pandey’s work transcended advertising, becoming a mirror of Indian life. His campaigns captured the nuances of India’s diverse cultures, languages, and traditions, making brands feel like an integral part of people’s lives. From rural heartlands to urban centers, his ads resonated with audiences, creating lasting emotional connections.

His ability to blend humor, emotion, and authenticity set a new standard for Indian advertising. Campaigns like Fevicol’s “Dum Laga Ke Haisha” and Cadbury’s “Kuch Meetha Ho Jaaye” became cultural touchstones, quoted and remembered by generations. Pandey’s work showed that advertising could be more than just a sales pitch—it could tell stories that reflected India’s heart and soul.

Looking Ahead: Pandey’s Enduring Legacy

As India’s advertising industry evolves in the digital age, Piyush Pandey’s legacy remains a guiding light. His emphasis on authenticity and storytelling continues to inspire advertisers to create campaigns that resonate with audiences. The principles he championed—rootedness, emotion, and cultural relevance—are timeless in an industry increasingly driven by data and technology.

Pandey is survived by his family, colleagues, and a body of work that will continue to shape Indian advertising for years to come. His passing marks the end of an era, but his influence will live on through the countless campaigns, creatives, and stories he inspired.