NEW DELHI: India woke up to shocking news on Friday, October 24, as Piyush Pandey, widely regarded as ‘India’s Adman,’ passed away at the age of 70. While Pandey’s legendary status in Indian advertising is well known, few remember that he began his professional journey on the cricket field before leaving an indelible mark in media and marketing.Go Beyond The Boundary with our YouTube channel. SUBSCRIBE NOW!Before redefining advertising with campaigns for Cadbury, Fevicol, Asian Paints, Vodafone, and the iconic BJP 2014 election slogan “Abki Baar, Modi Sarkaar,” Pandey played first-class cricket for Rajasthan. As a wicketkeeper-batter in the Ranji Trophy between 1977-78 and 1978-79, he played five matches, scoring 105 runs in nine innings at an average of 13.12, with a top score of 28, along with seven catches and two stumpings. While his cricket career was brief, it showcased the discipline and competitive spirit that would later define his professional life.Pandey joined Ogilvy India in 1982 as a client servicing executive and remained with the agency for over four decades, eventually serving as Executive Chairman before transitioning to an advisory role. His creative genius transformed Indian advertising, making Hindi mainstream, infusing humor, and crafting campaigns that resonated with everyday Indians.
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Campaigns like Fevicol’s “Yeh Fevicol ka Jod Hai, Tutega Nahi” and Cadbury’s “Asli Swaad Zindagi ka” remain iconic. He also contributed to the national integration campaign ‘Mile Sur Mera Tumhara’ in 1998 and even acted in the 2013 film Madras Cafe.Pandey’s passing drew heartfelt condolences from leaders including Prime Minister Narendra Modi, Union Ministers Nirmala Sitharaman and Piyush Goyal, and industrialists like Gautam Adani and Anand Mahindra. Modi tweeted, “Shri Piyush Pandey Ji was admired for his creativity. He made a monumental contribution to the world of advertising and communications.”
Beyond his professional brilliance, Pandey was a true sportsperson who pursued cricket, swimming, and javelin seriously. Born into a family of nine, he nurtured relationships deeply, earning admiration from colleagues and family alike. He is survived by his wife, Neeta, and their dogs, whom he considered his family.From the cricket pitch of Rajasthan to creating some of India’s most memorable advertisements, Piyush Pandey’s journey is a testament to versatility, discipline, and the enduring power of creativity.
