Known for blending wit and emotion in storytelling, Pandey’s work transformed how brands connected with Indian audiences. His celebrated campaigns for Fevicol, Cadbury, Vodafone, and Gujarat Tourism became cultural touchstones across generations.
BY PC Bureau
Advertising legend Piyush Pandey, the creative force behind iconic campaigns such as Fevicol’s witty ads and Vodafone’s beloved pug, passed away on Friday at the age of 70. A pioneer who transformed the landscape of Indian advertising, Pandey leaves behind a legacy that defined pop culture for decades.
From Cadbury’s “Kuch Khaas Hai” and Asian Paints’ “Har Khushi Mein Rang Laye” to Vodafone’s pug and ZooZoo campaigns, his work became synonymous with emotion, humour, and Indian identity. His slogan — “Ab ki baar, Modi sarkar” — crafted for Prime Minister Narendra Modi’s 2014 election campaign, went on to become a defining political catchphrase.
Condoling his death, Prime Minister Modi said he would “cherish our interactions over the years,” adding, “He made a monumental contribution to the world of advertising and communications… Saddened by his passing away. My thoughts are with his family and admirers.”
Indian advertising loses its north star today 😕 The heartbeat of Indian communication #PiyushPandey , the man who shaped how brands spoke, felt, and belonged in India has passed away. A legendary creative force who bought millions together ♥️
Om Shanti 🙏🏽
Some of his iconic… pic.twitter.com/sdaKkKKypN— ExtraSpiceAni (@ShrivastavAni) October 24, 2025
Union Commerce Minister Piyush Goyal described Pandey as “a phenomenon in the world of advertising,” praising his “authenticity, warmth, and wit.”
Close friend Suhel Seth mourned his passing, writing on X: “India has not just lost a great advertising mind but a true patriot and a fine gentleman. Now the heavens will dance to Mile Sur Mera Tumhara,” referring to the patriotic song created for the 1988 National Integration campaign and sung by Pandey himself.
READ: 42 Years On and Eyeing Polls, Himanta Revives Forgotten Nellie Massacre Report
A distinguished professional, Pandey served as Ogilvy’s Chief Creative Officer Worldwide (2019) and Executive Chairman, India. His first assignment was a print ad for Sunlight Detergent, but his creative brilliance soon spanned a vast portfolio — including the Polio awareness campaign with Amitabh Bachchan, Fevikwik’s “Todo Nahin, Jodo”, Ponds’ “Googly Woogly Woosh”, and Gujarat Tourism’s “Khushboo Gujarat Ki”.
Honoured with the Padma Shri in 2016 and the LIA Legend Award in 2024, Piyush Pandey’s work remains woven into India’s cultural fabric — a testament to the power of storytelling that speaks to the heart.
