The Man Who Taught India to Speak from the Heart: Remembering Piyush Pandey, the Soul of Indian Advertising

Piyush Pandey, the legendary adman who transformed Indian advertising with his heartfelt storytelling and relatable campaigns, is no more. His passing on Thursday has left an irreplaceable void in the world of creativity and communication. For over four decades, Pandey wasn’t just a name associated with advertising—he was the man who taught India how to speak its heart out, blending emotion, humor, and authenticity in a way no one else could.

From iconic campaigns like “Fevicol ka mazboot jod hai” to “Kuch khaas hai zindagi mein” and the unforgettable political slogan “Abki Baar, Modi Sarkar”, Piyush Pandey’s words became part of India’s cultural vocabulary. His work didn’t just sell products—it connected people, evoked emotions, and reflected the country’s real voice.

A Journey from Tea Taster to Ad Legend

Pandey’s career was as unconventional as his creative mind. Before stepping into advertising, he wore many hats—he played cricket, tasted tea for a living, and even worked at a construction site. It was in 1982, at the age of 27, that he joined Ogilvy & Mather (now Ogilvy India). At the time, the world of Indian advertising was dominated by English-speaking elites. But Pandey, with his earthy sensibility and deep understanding of Indian culture, changed the game forever.

His belief was simple yet revolutionary—“If India thinks in Hindi, its advertisements should breathe in Hindi too.” That conviction reshaped how brands communicated with audiences. Campaigns like Fevicol’s humorous bonding ads, Cadbury Dairy Milk’s celebration of joy, and Asian Paints’ emotional ‘Har ghar kuch kehta hai’ were more than just marketing—they were slices of everyday life.

The Adman Who Spoke to the Heart

Piyush Pandey’s magic lay in his ability to turn ordinary moments into unforgettable stories. He once said, “A great advertisement isn’t a trick—it’s an emotion that comes straight from the heart.” And that’s exactly what his work did. It made people smile, laugh, and sometimes even tear up. Whether it was the playful charm of Fevicol, the sweetness of Cadbury, or the pride behind a political campaign, Pandey’s words resonated with every Indian.

One of his colleagues aptly said, “He didn’t just change the language of advertising—he changed its heart.” Despite becoming one of the world’s most celebrated admen, Pandey remained grounded. He often compared advertising to cricket, saying, “No one wins alone, not even Brian Lara. It’s always a team effort.” That humility made him a mentor and guide for countless young creatives at Ogilvy India.

Global Recognition and Timeless Influence

Under his leadership, Ogilvy India rose to global prominence, winning numerous international awards. In 2018, Piyush and his brother Prasoon Pandey made history as the first Asians to receive the Lion of St. Mark—the lifetime achievement award at the Cannes Lions Festival of Creativity.

Even after stepping down as Executive Chairman of Ogilvy India in 2023, Pandey’s influence remained deeply embedded in the agency’s culture. His laughter, thick moustache, and sharp creative instincts became part of Indian advertising folklore.

The Legacy That Lives On

Piyush Pandey’s legacy is not confined to his slogans but lives on in the way India communicates. His words—

• “Fevicol ka jod – mazboot jod hai”

• “Kuch khaas hai zindagi mein”

• “Har ghar kuch kehta hai”

• “Abki baar, Modi sarkar”
  —remain etched in the collective memory of a nation. Each line wasn’t just clever writing—it was a reflection of relationships, trust, and shared emotion.

Today, as India remembers him, one thing is certain—Piyush Pandey will never truly be gone. His creativity continues to inspire every young copywriter, filmmaker, and storyteller who believes that true connection begins with honesty and heart.

He was, and will always remain, the man who taught India to speak from the heart.