The Indian advertising industry lost its brightest star on October 24, 2025, when Piyush Pandey, the visionary adman who gave Indian advertising its soul, passed away at the age of 70. His death marks the end of an era that transformed how brands spoke to millions of Indians, replacing Western-centric campaigns with stories rooted in the everyday pulse of the nation.
The Man Who Made India Fall in Love with Advertising
For over four decades, Piyush Pandey stood as the towering creative force at Ogilvy India, crafting campaigns that weren't just advertisements—they became part of India's cultural memory. From the iconic Cadbury Dairy Milk girl dancing on a cricket field to the unbreakable bond of Fevicol, his work transcended commercial messaging to touch hearts across generations.
Born in Jaipur in 1955, Pandey's journey to advertising greatness was anything but conventional. Before joining Ogilvy in 1982 at the age of 27, he tried his hand at cricket (playing Ranji Trophy for Rajasthan), worked as a tea taster, and even labored in construction. His diverse experiences shaped his unique perspective—one that saw extraordinary stories in ordinary Indian lives.
A Creative Dynasty: The Pandey Family Legacy
Piyush Pandey hailed from a family deeply rooted in the arts. His siblings include acclaimed filmmaker Prasoon Pandey and renowned singer-actor Ila Arun, making the Pandey family a powerhouse of creative talent in India.
Prasoon Pandey: Following in Creative Footsteps
Prasoon Pandey, Piyush's younger brother, has carved his own legendary path in advertising filmmaking. As the founder of Corcoise Films (established in 2002), Prasoon has created some of India's most memorable commercial films, earning international recognition at Cannes Lions, Clio Awards, New York Festivals, Spikes Asia, and AdFest.
In 2018, the Pandey brothers made history by becoming the first Asians to receive the Lion of St. Mark at the Cannes Lions International Festival of Creativity—a lifetime achievement honor recognizing their monumental contribution to bringing Indian creativity to the global stage.
Breaking News: In July 2025, Prasoon announced his highly anticipated feature film directorial debut—a contemporary mythological thriller backed by MovieVerse Studios and Ellipsis Entertainment. The screenplay, written by Vaibhav Vishal (known for "Scam 1992" and "Rana Naidu"), marks a significant career pivot for the acclaimed commercial director who has been listed among the Top 100 most influential advertising filmmakers worldwide by Campaign Magazine.
The Cadbury Girl Who Captured a Nation's Heart
No discussion of Piyush Pandey's legacy is complete without mentioning one of his most iconic creations—the 1994 Cadbury Dairy Milk commercial featuring Shimona Rashi.
The Making of Magic
The story behind this legendary ad is as captivating as the commercial itself. During his Diwali break, Pandey received an urgent call from his boss—Cadbury's account was on the line, and they needed a game-changing campaign immediately. Pandey booked the next flight to Mumbai and penned the now-iconic jingle on his boarding pass.
The lyrics were deceptively simple: "Kuch khaas hai hum sabhi mein" (There's something special in all of us). Legendary jazz musician Louis Banks composed the tune in just 15 minutes, while Shankar Mahadevan lent his classical touch to the Hindi version, creating pure magic.
Finding the Perfect Face
Pandey didn't want a glamorous model or a professional dancer. He wanted authenticity—someone who could embody uninhibited joy. Enter Shimona Rashi, a model who wasn't a trained dancer, which was precisely why she was perfect for the role.
Directed by Mahesh Mathai and shot at Mumbai's Brabourne Stadium, Shimona's sequence was captured in a single take—no retakes, no elaborate rehearsals. Her unrestrained, unchoreographed dance became the heartbeat of an ad that would define a generation.
The commercial went on to win every major advertising award and was later named "Campaign of the Century" at the Advertising Club Bombay's Abby Awards. More importantly, it transformed Cadbury from a children's treat into a celebration of joy for all ages.
Where is Shimona Rashi Now?
Despite becoming an overnight sensation, Shimona Rashi chose to stay away from the limelight after her iconic appearance. The ad cemented her place in advertising history, and even today, people smile when they recall her spontaneous dance on the cricket field.
In 2021, Cadbury recreated the iconic ad with a gender-reversed twist—this time featuring a women's cricket match with a male fan celebrating. Piyush Pandey gave his blessing with one condition: "Do everything you've planned, but do not change the music." The melody and emotion he created in 1994 remained timeless.
Piyush Pandey's Most Iconic Campaigns
Fevicol: The Unbreakable Bond
Pandey's work for Fevicol (Pidilite) turned an industrial adhesive into a cultural phenomenon. The "Fevicol ka jod" (Fevicol's bond) became synonymous with anything unbreakable in India. From the overcrowded bus that refused to fall apart to fishermen's nets repaired in seconds, each ad showcased India's resilience and humor with simple, relatable scenarios.
Asian Paints: Every Home Tells a Story
The "Har Ghar Kuch Kehta Hai" (Every home tells a story) campaign for Asian Paints in 2002 elevated paint from a commodity to an emotion. Pandey transformed the mundane task of painting into a celebration of memories, family, and belonging—making Asian Paints about life, not just walls.
Vodafone (Hutch): You and I, in This Beautiful World
The adorable Vodafone pug campaign introduced Indians to a new breed of dog, affectionately called the "Hutch dog." The pug following a boy everywhere symbolized network reliability—"wherever you go, our network follows"—turning a telecom service into a story about loyal companionship.
The Pulse Polio Campaign: Advertising for Social Good
Pandey's genius extended beyond commercial advertising. His "Do Boond Zindagi Ke" (Two drops of life) campaign for Pulse Polio, featuring Amitabh Bachchan, played a crucial role in India's polio eradication efforts, demonstrating how advertising could drive massive social change.
"Ab Ki Baar, Modi Sarkar": Political Advertising Redefined
In 2014, Pandey crafted one of India's most memorable political slogans—"Ab ki baar, Modi sarkar"—for the BJP's election campaign. Working with filmmaker Shoojit Sircar and animation expert Manish Sherawat, he created a series of animated shorts that helped catapult Narendra Modi to electoral success.
Awards and Global Recognition
Piyush Pandey's contributions earned him numerous accolades:
Padma Shri (2016) - India's fourth-highest civilian award, making him the first advertising professional to receive this honor
Lion of St. Mark Award (2018) - Shared with brother Prasoon Pandey at Cannes Lions
CLIO Lifetime Achievement Award (2012)
LIA Legend Award (2024)
First Asian Jury President at Cannes Lions International Festival of Creativity (2004)
Under his leadership, Ogilvy India was ranked the No. 1 agency for 12 consecutive years in the Agency Reckoner, an independent survey by The Economic Times.
A Nation Pays Tribute
Prime Minister Narendra Modi led the nation in mourning Pandey's loss, writing on X: "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."
Industrialist Gautam Adani called him "the voice that made India believe in its own story," while Anand Mahindra remembered his "hearty laugh and irrepressible zest for life."
Singer-actress Ila Arun, Pandey's sister, shared a heartbreaking tribute on Instagram, describing herself as "devastated, heartbroken, and lifeless" at the loss of her beloved brother.
His funeral was held on October 25, 2025, at 11:00 AM at Shivaji Park Crematorium in Mumbai, where family, friends, and countless admirers gathered to bid farewell to the man who gave Indian advertising its voice.
The Philosophy That Changed Indian Advertising
Piyush Pandey's approach was revolutionary in its simplicity. He believed that great advertising should:
Touch hearts, not just minds: Emotion was his differentiator between AI and human creativity
Speak in the people's language: He brought Hindi and colloquial Indian idioms into mainstream advertising
Tell authentic stories: He replaced borrowed Western idioms with genuinely Indian narratives
Keep it simple: "An iconic ad isn't written," he would say. "You just write the best thing you can—when people fall in love with it, it becomes iconic."
When Western-centric advertising dominated India in the 1980s, Pandey looked inward, finding inspiration in street corners, chai stalls, and everyday conversations. His campaigns didn't mimic global trends—they celebrated India's chaos, color, and character.
A Legacy That Lives On
Piyush Pandey didn't just create ads; he created a language of emotion that resonated across India's diverse landscape. His jingles became part of daily conversations. His slogans entered the national lexicon. His campaigns taught an entire generation that advertising could be an art form rooted in cultural truth.
As the advertising world mourns his passing, his work continues to inspire. From "Fevicol ka mazboot jod" to "Kuch khaas hai zindagi mein", his words remain etched in India's collective memory.
With brother Prasoon Pandey continuing the family's creative legacy and stepping into feature filmmaking, and with Shimona Rashi's iconic moment forever preserved in advertising history, Piyush Pandey's influence on Indian culture extends far beyond his lifetime.
The man who made India fall in love with advertising may be gone, but his voice—the voice of modern Indian advertising—will echo forever in every jingle, slogan, and story that aims to capture the true essence of India.
Frequently Asked Questions
Rest in peace, Piyush Pandey. Your creativity will forever inspire generations of storytellers.
