Legendary adman Piyush Pandey passes away at 70

Mumbai: Legendary adman Piyush Pandey — known for famous campaigns like the BJP’s 2014 slogan ‘acche din aane wale hai’ and ‘abki baar Modi sarkar’, Fevicol adhesive' ‘fevicol ka jod, tutee nahi’, Cadbury dairy milk’s ‘kuch khaas hai’ and Asian Paints' ‘har ghar kuch kehta hai’ — passed away in Mumbai on Friday, October 24, 2025.

Pandey wrote the iconic ‘mile sur mera tumhará’ - the song-video on national integration highlighting linguistic communities and cultures aired on Doordarshan on 15 August 1988 - and is still watched on social media platforms.

He was also one of the key persons behind the Incredible India campaign.

The ad-guru was 70.

Pandey, the cricketer-turned-advertiser and a recipient of the coveted Padma Shri, was not keeping well for some time.

Pandey’s trademark moustache made him an interesting personality.

In the field of advertising, he was a giant and his work captured the Indian art and culture. He was known to think out-of-the-box and come out with masterpieces that struck a chord with the common people.

Born in Jaipur in 1955 in a family of nine children - seven daughters and two sons - his siblings include film director Prasoon Pandey and singer-actor Ila Arun.

He did his education from St Xavier's School, Jaipur and St. Stephen's College, Delhi.

Pandey was also a Ranji Trophy player having represented Rajasthan.

In his initial days, he also tried his luck as a tea-taster.

Pandey began his advertising career in 1982 with Ogilvy & Mather India (now Ogilvy India) as a trainee account executive before transitioning to the creative department. Over the years, he rose through the ranks to hold some of the agency’s top leadership roles, including National Creative Director, Executive Chairman (India), and Global Chief Creative Officer.

In 2018, Pandey brothers Piyush and Prasoon became the first Asians to receive the Lion of St. Mark, Cannes Lions’ lifetime achievement award, for promoting Indian creativity globally.

Pandey also spearheaded public service campaigns like the ‘do boond zindagi ke’ polio drops campaign with superstar Amitabh Bachchan.

Besides, he had spearheaded several campaigns like Hamara Auto’s (Hamara Bajaj), Luna moped (chal meri Luna), Ponds (Googly Woogly Woosh), Titan (The Joy of Gifting), Vodafone (Pug/ZooZoos).

Pandey also wrote the screenplay of Bhopal Express, a 1999 film with a plot set on the Bhopal gas tragedy.

Condoling the death, Prime Minister Narendra Modi said: “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.”

Quizmaster and content creator Siddhartha Basu said: “Fellow Stephanian and blockmate, Piyush Pandey gave Indian ads a desi heart — from Mile Sur & Fevicol to Incredible India. The Ummeed se Dugna campaign for KBC2 was his. A joy to share the frame with him in Madras Café. He rose with heart, wit & warmth - and left a lasting legacy”.

Former NITI Aayog CEO Amitabh Kant, with whom he worked for the Incredible India campaign, wrote on X: “Piyush believed in and cultivated the power of branding with an indigenous twist, flavour, and creativity that put India on the global map. He had a golden and generous heart as reflected in these touching words about me. His spirit will continue to inspire us.”

Filmmaker Vivek Ranjan Agnihotri said: "When I joined O&M, as a trainee, everyone spoke the Queen’s English. They wanted India to sound like London. And then there was Piyush Pandey, with Rajasthani moustache, sitting in a smoky corner, writing in Hindi, making words smell of mitti and sound like home. He didn’t sell brands. He sold emotions. He made us feel that Har shabd kuch kehta hai. Har insaan kuch kehta hai. That every heart, every story could speak in our own tongue.”

Founder of Kotak Mahindra Bank Uday Kotak said: “ He launched Kotak Mahindra Bank with a campaign in 2003, describing banking as “common sense”. Amazing out of the box thinker and a humble person. He weaved creativity with an Indian context.”