Advertising legend Piyush Pandey has passed away. He was 70.
Photograph: Courtesy, Nirmala Sitharaman/X
The news of Piyush Pandey’s demise was shared by columnist Suhel Seth on X on Friday morning.
“Deeply deeply saddened and devastated at the loss of the genius that my dearest friend Piyush Pandey was.
“India has not lost a just a great advertising mind but a true patriot and a fine fine gentleman.
“Now the heavens will dance to Mile Sur Mera Tumhara,” he posted.
Pandey started his advertising journey in 1982 with Ogilvy & Mather India (now Ogilvy India), beginning as a trainee account executive before transitioning to the creative side.
With his talent, he literally changed the face of Indian advertising.
He’s the mastermind behind iconic ad campaigns like Asian Paints’ “Har khushi mein rang laaye”, Cadbury’s “Kuch Khaas Hai”, and Fevicol’s iconic “Egg” film.’
Offering his condolences, filmmaker Hansal Mehta paid tribute to Pandey in his own advertising way.
“Fevicol ka jod toot gaya. The ad world lost its glue today. Go well Piyush Pandey,” Mehta wrote.
Union Minister of Commerce & Industry Piyush Goyal also mourned the demise of the advertising icon.
“Truly at a loss for words to express my sadness at the demise of Padma Shri Piyush Pandey.
“A phenomenon in the world of advertising, his creative genius redefined storytelling, giving us unforgettable and timeless narratives.
“To me, he was a friend whose brilliance shone through his authenticity, warmth, and wit.
“I will always cherish our engaging interactions. He leaves behind a deep void that will be hard to fill.
“My deepest condolences to his family, friends, and admirers. Om Shanti,” he wrote on X.
In 2004, Piyush Pandey etched his name in history as the first Asian to serve as jury president at the Cannes Lions International Festival of Creativity.
His trailblazing contributions were later recognised with the CLIO Lifetime Achievement Award in 2012 and the Padma Shri, making him the first figure from Indian advertising to receive the national honour.
According to one of his relatives, Pandey had been suffering from pneumonia for the past few weeks after he returned from a recent trip.
His health continued to worsen, and he had not been responding to treatment.
The funeral will be held on Saturday at Shivaji Park at 10 a.m.
Tributes have been pouring in since news of Piyush Pandey’s death emerged online.
Prime Minister Narendra Modi, on Friday, took to his X account to remember Panday for his “creativity” and his lasting impact on Indian advertising.
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.”
Industrialist Gautam Adani also shared a heartfelt note remembering Pandey, calling him “far more than just an advertising legend.”
Taking to his X account, the Adani wrote, “Piyush Pandey was far more than just an advertising legend.
“He was the voice that made India believe in its own story. He gave Indian advertising its self-confidence, its soul, its “swadeshi” swagger. And he was a very good friend!
“Like a master batsman, he played every stroke with his heart. Today, India has lost a true son.”
In a post on X, Mahindra Group chairman Anand Mahindra mentioned how Piyush Pandey always captivated him with his “hearty laugh” and “irrepressible zest for life”.
“Yes, he was a man who left gigantic footprints on the ad industry.
“He reminded us that even in the serious business of persuasion, joy and humanity must never be forgotten,” he wrote.
‘In the midst of winter, I found there was, within me, an invincible summer.
Offering her prayers for the departed soul, fashion designer Masaba called Piyush Pandey the “greatest.”
“He called me one day out of the blue…and gave an idea for a brand name that I will never forget. Or reveal. Rest in peace. The greatest.”
Noted Indian sportscaster Harsha Bhogle also paid a tribute to Piyush Pandey.
“Piyush Pandey entered a profession that spoke in beautifully nuanced English aur usko apni zubaan ka khubsoorat zaika pesh kiya.
“He flew high in the advertising world par kadam is sanskriti se alag kabhi nahi hue.
“He could take on layered communication needs aur usko itni aasaani se suljhaya ke hum sab waah kehte reh gaye.
“If you want to leave a mark in your profession, then Piyush Pandey bano. Advertising ka gold mohur. Goodbye my friend. Alvida,” he wrote on X.
Paying her condolences, Finance Minister Nirmala Sitharaman wrote on X, “Saddened to hear of the passing of Shri Piyush Pandey.
“A titan and legend of Indian advertising, he transformed communication by bringing everyday idioms, earthy humor, 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.”
Politician and actor Smriti Irani remembered how Piyush Pandey “taught us that emotion is the truest language of creativity.”
“Piyush Pandey wasn’t just an ad man — he was one of India’s finest storytellers.
“He taught us that emotion is the truest language of creativity. His words made brands human, and ideas immortal.
“Farewell to a legend who made us feel, think, and smile,” she posted on X.
Musician Ehsaan Noorani also expressed grief over the demise of Piyush Pandey.
“Rest in Peace Piyush Pandey the man who redefined creativity in advertising and creating the most memorable campaigns,” he wrote on X.
