Prime Minister Narendra Modi paid a heartfelt tribute to Piyush Pandey on his passing. In his tweet, PM Modi 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.”
Piyush Pandey, the man who gave Indian advertising its heart and humour, passed away on October 23, at the age of 70. Revered as the “Voice of Indian Advertising,” he transformed the industry by making it more local, emotional and relatable to everyday Indians. His 40-year journey at Ogilvy India produced creative gems that redefined how India saw brands.
Piyush Pandey’s Abki Baar Modi Sarkar Campaign
Among Pandey’s vast legacy, one of his most impactful contributions was political. The campaign slogan “Abki Baar Modi Sarkar” for the 2014 Lok Sabha elections became a cultural phenomenon. Pandey created a simple yet electrifying phrase that captured the nation’s mood of aspiration and change. Its catchy rhythm and easy recall made it a nationwide chant.
Top 5 Iconic Ads Of Piyush Pandey
Here are five of his most iconic ad campaigns that will stay with us forever:
1. Fevicol — “The Ultimate Bond”
From unbreakable eggs to overcrowded trucks, Fevicol’s ads captured everyday Indian humour while symbolising strength and unity. The tagline “Fevicol ka jod hai, tootega nahi” became a cultural catchphrase representing togetherness and resilience.
2. Cadbury Dairy Milk — “Kuch Khaas Hai Zindagi Mein”
The 1993 ad featured a young woman dancing joyfully onto a cricket field, breaking societal norms and bringing innocence into advertising. The tagline “Kuch khaas hai zindagi mein” became part of India’s emotional vocabulary.
3. Pulse Polio — “Do Boond Zindagi Ki”
Pandey’s Pulse Polio campaign, fronted by Amitabh Bachchan, turned public health awareness into a nationwide movement. The simple and emotional message resonated with families and helped India move closer to becoming polio-free.
4. Asian Paints — “Har Ghar Kuch Kehta Hai”
This campaign celebrated homes as spaces filled with memories and emotions. By giving every “ghar” a personality, Pandey reminded India that walls reflect personal stories and warmth.
5. Vodafone (Hutch) — “You and I, in this Beautiful World”
The adorable pug following its owner symbolised loyalty and connection. The campaign used emotion rather than dialogue, with “Wherever you go, our network follows” perfectly blending simplicity and sentiment.
Piyush Pandey believed that great advertising speaks the language of its people (from humour to heart, from slogans to silence). He didn’t just sell products – he sold feelings. As India mourns his demise, it also celebrates the man whose creativity filled our screens with laughter, love and life. His storytelling will continue to inspire every aspiring advertiser who dares to dream desi.
