Outlook Business Desk
Piyush Pandey, the visionary behind Indian advertising’s unique voice, passed away on Thursday. Over four decades at Ogilvy India, he redefined storytelling and created campaigns that connected deeply with everyday people across the country.
Before entering advertising, Piyush Pandey tried his hand at cricket, tea tasting, and construction work. At 27, he joined Ogilvy India, bringing Hindi and local expressions to an English-dominated industry, transforming Indian advertising’s voice and style forever.
Pandey crafted memorable campaigns for brands like Asian Paints, Cadbury, Fevicol, and Hutch. Each advertisement resonated culturally, blending humour, emotion, and everyday Indian experiences, transforming ads into landmarks in the country’s collective memory.
Pandey’s campaigns brought Hindi and everyday Indian expressions into mainstream advertising, making ads more relatable and heartfelt. Colleagues note that he didn’t just change the language but also reshaped the grammar and style of Indian advertising.
Despite his global recognition, Pandey stayed humble, often crediting his team rather than himself. A cricket enthusiast, he compared advertising to a team sport, saying even stars like Brian Lara can’t win alone, reflecting his collaborative philosophy.
Under Pandey’s leadership, Ogilvy India rose to become one of the world’s most awarded agencies. In 2018, he and his brother Prasoon Pandey became the first Asians to receive the prestigious Lion of St. Mark at Cannes Lions.
Pandey championed advertising that connects emotionally. He advised young creatives to focus on originality instead of trends, emphasising that audiences appreciate work for its authenticity and emotional impact, not just its technical brilliance or innovative tricks.
Pandey contributed to one of India’s most famous political slogans — “Ab ki baar, Modi sarkar.” His enduring influence, however, lies in inspiring generations to craft authentic stories rooted in local culture and real human experiences.
Stepping down as Executive Chairman of Ogilvy India in 2023, Pandey left a lasting imprint. Survived by family and colleagues, his philosophy of “ideas from the street and life” ensures his voice continues to define Indian advertising.