Padma Shri creative visionary, Piyush Pandey, who was known as the architect of the Indian Advertising industry, for giving it a 'distinct voice and soul of its own', breathed his last on Thursday at the age of 70. He had been suffering long time from an infection. Pandey's last rites were performed at 11 am at Shivaji Park in Mumbai on Saturday.
Piyush Pandey: The architect of Indian advertisingPandey was the face of Ogilvy India and the Indian advertising itself for over 40 years. When English-speaking ads took over the entire advertising industry, it was Pandey's deep understanding of the Indian consumers and the market that led to an evolution showcasing stories rooted in daily life and emotion.
Born and brought up in Jaipur, he became associated with the advertising world early when he joined the radio, voicing jingles for everyday products. He joined Ogilvy in 1982, before which he had struggled across spheres, including cricket, tea-tasting, and some construction work. It was while working at Ogilvy that he realized his calling, giving way to how India spoke within.
When English and elite aesthetics were spilled all over, Pandey went on to speak the language of the common man at the age of 27, just with his earthy humor and storytelling instinct. He made campaigns for some of the popular brands like Asian Paints' "Har khushi mein rang laaye", Cadbury's "kuch khaas hai", and Fevicol's forever loved "egg" film, which became an instant hit, slowly immersing within the culture...like a mirror of one's daily life.
A simple belief in good advertising that touches hearts, not just impresses minds, guided him throughout. Pandey once said, "No audience is going to see your work and say, How did they do it?'. They will say, 'I love it."
One of his long-time colleagues told the media, "He changed not just the language of Indian advertising, he changed its grammar."
From product advertisements to political campaigns, Pandey just knew how to capture public emotion. Prime Minister Narendra Modi's 2014 election campaign slogan titled "Abki baar Modi sarkar" was yet another classic penned by Pandey.
Despite rising to great heights and becoming a well-known figure, Pandey chose to live with humility...staying grounded always. He described himself as a team player, rather than a lone star. Once, he said, "A Brian Lara can't win for the West Indies alone. Then, who am I?"
Ogilvy India became one of the most awarded agencies in the world under Pandey's leadership. He and his brother, Prasoon Pandey, became the first Asians to be honored with the Lion of St Mark - Cannes Lions' Lifetime Achievement honor in 2018 for representing Indian creativity globally at a profound level. Pandey was also the first Asian jury President at the Cannes Film Festival in 2004. Later on, in 2012, he was conferred with the CLIO Lifetime Achievement Award and the Padma Shri in 2016, becoming the first person from the advertising field to receive the award.
Apart from writing for ads, Pandey also wrote screenplays, lyrics (Mile sur mera tumhara), and even acted in movies (like Madras Cafe).