Piyush Pandey: An Icon in Indian Advertising
On Thursday, October 23rd, Piyush Pandey passed away. His funeral is scheduled for October 25th at 11 am, according to reports. Piyush Pandey was not only an influential personality but also the backbone of the Indian advertising industry. He kept the Hindi language an integral part of advertising, bringing brands into every household with his artistry and making the language accessible, easy, and friendly.
Piyush Pandey’s Contribution to Indian Advertising
Piyush Pandey was a prominent figure in the Indian advertising industry for over 40 years, primarily at Ogilvy India. Before entering advertising, he had diverse experiences working as a cricketer, tea taster, and construction worker. He joined Ogilvy in 1982, at a time when the industry was predominantly dominated by English. With his hard work and visionary approach, he changed the landscape of Indian advertising forever.
Creative Advertisements by Piyush Pandey
Pandey served as the art director for many iconic brands such as Asian Paints, Cadbury, Fevicol, and Hutch. His advertisements not only won numerous awards but also resonated deeply with the masses. Here are some of his most popular ads:
Fevicol’s Truck Ad (2007)
In this memorable 2007 advertisement, Pandey transformed an everyday adhesive into a silent hero. The ad shows a group of people riding on a truck that stays perfectly balanced despite rough and bumpy roads. This campaign turned Fevicol into a symbol of trust and strength, far beyond just an adhesive.
Cadbury Dairy Milk’s ‘Cricket Wala Ad’ (2007)
This ad captured India’s love for cricket beautifully. It featured a boy hitting a six and celebrating with a joyful dance that brings the entire neighborhood together. The memorable tagline, “Kuch khaas hai zindagi mein!”, still lingers in the minds of millions, highlighting Pandey’s creative genius.
Asian Paints’ ‘Har Ghar Kuch Kehta Hai’ (2002)
Asian Paints’ iconic 2002 advertisement narrated the story of a family where the father’s memories come alive on the walls of their home. The tagline “Har Ghar Kuch Kehta Hai” touched millions of hearts and helped Asian Paints become a market leader across India.
Hutch (Vodafone)’s Pug Ad (2003)
This popular advertisement featured a child being playfully chased by a cute pug, associating mobile connectivity with friendship and trust. The Hindi dialogues, including the phrase “Bhai, Hutch Hai Na!”, became household sayings. This ad successfully rebranded Hutch and gave the pug national recognition.
Piyush Pandey’s Political and Social Campaigns
Beyond commercial advertising, Piyush Pandey also played a key role in political and social campaigns. He coined the Bharatiya Janata Party’s (BJP) famous 2014 slogan, “Abki Baar Modi Sarkar,” which quickly became a household phrase.
Additionally, he created the impactful polio eradication campaign ad, “Do Boondein Zindagi Ki,” which remains popular and widely remembered by the public.
Remembering a Legend
Piyush Pandey’s legacy in Indian advertising is unparalleled. His dedication to integrating Hindi language and culture into advertising transformed the industry and touched countless lives. He will be remembered as a visionary who made brands a part of every Indian home through his creativity and passion.