Remembering Piyush Pandey: The Father of Indian Advertising Who Taught the Entire Nation to Play on the Front Foot
The Indian advertising world has lost one of its brightest stars. Creative genius Piyush Pandey, widely known as the “Father of Indian Advertising,” has passed away. He leaves behind a legacy that fundamentally transformed the industry and touched the hearts of millions. Tributes have poured in from industry colleagues to Bollywood luminaries, commemorating his passing.
Superstars Amitabh Bachchan and Shah Rukh Khan, who worked with Pandey, paid heartfelt tributes. Bachchan, who worked with Pandey on several iconic campaigns for the polio vaccine, Gujarat tourism, and chocolate brands, mourned his death on his blog, saying, “A creative genius… a truly affable friend and mentor… has left us…”
Shah Rukh Khan expressed his grief on his X account: “Working with and being around Piyush Pandey was always effortless and fun. It was an honor to be a part of the magic he created. He took his talent so effortlessly and revolutionized India’s advertising industry. Rest in peace, my friend. You will be deeply missed.”
Pandey’s brilliance lay not only in his revolutionary ideas but also in his leadership abilities. V. Sunil, creator of the ‘Make in India’ campaign, recounted how Pandey inspired him to remain confident. After joining Ogilvy, Pandey gave him “the best advice: always play your hand.” This gentle exhortation to “never assume anything” and trust your instincts remained with Sunil throughout his career.
Sunil described an office environment filled with “enthusiasm and laughter,” where ideas were “bounced back and forth.” He recalled that Pandey built a “creative ecosystem,” mentoring countless people who went on to start their own successful companies. He wasn’t a “playing captain” who simply oversaw; he was always in the trenches, writing.
A former Ranji player, Pandey loved to use “cricket terms and metaphors” in his scripts. His work ethic was remarkable. Colleagues recall working late into the night and then starting work at 8 a.m., where Pandey would already be at his desk, writing “Om” on a fresh page, ready to create. He wrote the scripts for many of his most famous advertisements himself, including those for Fevicol.
Perhaps his greatest contribution was freeing Indian advertising from Westernization. Before Pandey, the industry was filled with “Westernized” references and “English-speaking and stylish” creative directors. Pandey “resisted” this, championing Indian languages ​​and insights. As one of his colleagues put it, he “listened to his intuition,” to create a deeper “emotional connect” that connected with the real India.
This approach gave birth to some of the most iconic campaigns in the country’s history.
*Â Fevicol: They transformed a simple adhesive into an exciting, high-value brand that “connected with people.”
*Â Cadbury: They “captured the essence of the game and the emotion” by linking chocolate to the spirit of cricket through ads like “Kuch Khaas Hai.”
*Â Asian Paints: The “Merawala Blue” campaign stemmed from a simple consumer insight: people “don’t understand color palettes, they just know the color they like.”
From Dove’s ‘Real Beauty Sketches’ to his national impact work with Amitabh Bachchan, Pandey’s portfolio was a prime example of connecting with human emotions. He was described as a “big, outspoken, funny, passionate man,” and he channeled this deep well of emotion into his unforgettable work.
Piyush Pandey’s legacy lies not just in the commercials he created, but also in the confidence he instilled in a generation of creative minds and the authentic, Indian voice he gave to brands.
Source: Indian Express, The Hindu and Others