Piyush Pandey, often called the architect of Indian advertising, passed away on Friday at the age of 70. Over four decades, Pandey transformed Indian advertising, creating campaigns that became part of daily conversations and pop culture.

For more than 40 years, Pandey was the face of Ogilvy India and Indian advertising itself. Known for his trademark moustache and booming laugh, he understood the Indian consumer deeply and created ads rooted in Indian culture and values.

Born in Jaipur, Pandey’s first brush with advertising came early when he and his brother Prasoon voiced radio jingles for everyday products. Before joining Ogilvy in 1982, he tried his hand at cricket, tea tasting, and construction work. It was at Ogilvy that he found his true calling, shaping the future of Indian advertising.

Pandey created some of the most iconic ads, including Asian Paints’ “Har khushi mein rang laaye”, Cadbury’s “Kuch Khaas Hai”, and Fevicol’s famous “Egg” film. At just 27, he entered an industry considered elitist and English-speaking, but he changed it by making campaigns accessible and meaningful for every Indian.

Under Pandey’s leadership, Ogilvy India became one of the most awarded agencies in the world. In 2018, he and his brother Prasoon became the first Asians to receive the Lion of St. Mark, Cannes Lions’ lifetime achievement award, for taking Indian advertising to the global stage.

He was also the first Asian jury president at the Cannes Film Festival in 2004. Other honours included the CLIO Lifetime Achievement Award in 2012 and the Padma Shri, making him the first Indian advertising professional to receive the prestigious award.

As news of his passing spread, leaders and admirers took to social media to express grief.

PM Modi, whose 2014 campaign tagline “Ab ki baar, Modi Sarkaar” was coined by Pandey, 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.”

Union Finance Minister Nirmala Sitharaman said, "A titan and legend of Indian advertising, he transformed communication by bringing everyday idioms, earthy humour, and genuine warmth into it. Have had opportunities to interact with him on various occasions. Heartfelt condolences to his family, friends, and the entire creative fraternity. His legacy will continue to inspire generations."

Calling Pandey his “dearest friend,” author-columnist and adman Suhel Seth added, "India has not lost just a great advertising mind but a true patriot and a fine, fine gentleman. Now the heavens will dance to Mile Sur Mera Tumhara."