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Remembering Piyush Pandey
On 24/10/2025, India wakes up to the heartbreaking news that Piyush Pandey, the man who gave us Fevikwik fishermen, Cadbury celebrations and the dancing joy of “Kuch Khaas Hai” — has passed away at the age of 70.
In an industry obsessed with trends and tech, Pandey was timeless. He didn’t sell products; he sold emotions. His work didn’t just move markets, it moved people.
So today, instead of mourning, let’s celebrate the life of the man who taught us that a great idea doesn’t need fancy words, it just needs heart, humor and an emotional touch.
The Man Who Made India Fall in Love with Advertising
You might not recognize his face, but you’ve definitely felt his influence.
Piyush Pandey was the reason we smiled at TV screens long before “content” became a buzzword. He turned glue into laughter, chocolate into celebration, and paint into nostalgia.
His ads didn’t talk at you — they spoke to you. And that’s what made him special.
A Quick Peek Into His Early Life
Born in Jaipur in 1955, Pandey grew up surrounded by culture, cricket, and colorful characters, the perfect cocktail for a storyteller. Before entering advertising, he even played cricket for Rajasthan, something he often credited for teaching him teamwork and resilience.
He joined Ogilvy India in 1982, not as a creative genius but as a client-servicing executive. Eventually, his wit, empathy, and knack for everyday storytelling pulled him into the creative side. And from there, he never looked back.
He believed in one rule:
“Speak the language of the people, not the brand.”
That belief changed Indian advertising forever. Lets dive into some of the ads made by him.
Fevikwik: When a Pencil, Coin and Glass of Water Sold an Idea
No PowerPoint. No jargon. Just pure demonstration.
When Piyush Pandey went to pitch Fevikwik, he carried a pencil, a coin, a glass of water and a tube of glue.
Right there in the meeting, he dropped the coin in the water, dabbed glue on the pencil, and fished the coin out.
Then he said, “See? It even works underwater.”
That’s how he sold the famous fisherman ad, 40 seconds, zero dialogue, infinite recall.
The ad made us laugh, showed us the product and became a case study in how silence can be louder than words.
Cadbury Dairy Milk: The Day Chocolate Became an Emotion
Back in the 1990s, Cadbury wanted to move beyond being a “kids’ chocolate.” Pandey saw an opportunity.
“What if chocolate wasn’t about age?” he asked. “What if it was about joy?”
That thought led to ‘Kuch Khaas Hai’ , the ad where a woman dances onto a cricket field in celebration.
It didn’t just sell chocolate. It sold celebration.
Cadbury became a brand for everyone, kids, adults and every Indian who’s ever felt happiness worth dancing for.
Even today Cadbury Celebration is being sold as a Diwali Gift.
Asian Paints: Painting Homes, Not Walls
Paint brands used to talk about gloss, finish, and durability. Pandey changed that conversation forever.
“Let’s talk about homes, not walls,” he said in his pitch.
That simple idea gave birth to ‘Har Ghar Kuch Kehta Hai’, a campaign that made us see our homes as living diaries.
Through laughter, arguments, festivals, and tears, the walls listened.
And suddenly, Asian Paints wasn’t selling color, it was selling connection.
Hutch & Vodafone: When a Pug and White Egg-Heads Won India
How do you talk about network coverage without boring people to death?
Pandey’s answer: a pug.
The boy-and-dog story in “You and I, in this beautiful world” became an instant hit. No phones, no towers, just heart.
Years later, during the IPL, Vodafone needed a new mascot. Enter the ZooZoos.
Ogilvy’s team, including Pandey dressed up themselves in those white costumes for the pitch. That’s how they sold the idea.
The result? 44 mini ads, shot in a week, that made India fall in love with white blobs who couldn’t even talk.
Iconic doesn’t even begin to cover it.
“Do Boond Zindagi Ke”: The Ad That Saved Lives
Not all ads are about sales. Some are about survival.
When India faced a massive polio crisis, Pandey led the Pulse Polio “Do Boond Zindagi Ke” campaign.
He brought in Amitabh Bachchan to deliver a simple but powerful message: “Dhikkar hai hum par”, shame on us if we don’t protect our children.
That emotional punch worked. The campaign became one of the most successful public health drives in the country’s history.
What Made His Pitches Unforgettable
Here’s what made Piyush Pandey unstoppable in a pitch room:
💡 He showed, not told.
He believed ideas should be experienced, not explained.
🧠 He started with emotion.
Every great ad began with a human insight, not a marketing brief.
🗣️ He used simple language.
No “consumer engagement” nonsense, just conversations that felt real.
🎬 He made simplicity look smart.
Whether it was a fisherman, a pug, or a dancing girl, you got it instantly.
🎯 He sold belief, not just ads.
When Pandey pitched, he didn’t just convince you. He made you feel it.
Why Piyush Pandey Still Sticks (Pun Intended)
Piyush Pandey didn’t create ads, he created culture.
He reminded an entire generation that creativity doesn’t have to be complex.
It just needs heart.
Even today, you’ll find someone quoting his Fevicol line, humming his Cadbury tune, or smiling at the thought of a little pug trotting behind a boy.
He’s gone, but his ideas? They’re never unsticking.
FAQs
1. Who is Piyush Pandey?
Piyush Pandey was an Indian advertising legend and the former Chief Creative Officer of Ogilvy Global. He was widely regarded as the man who revolutionized Indian advertising by blending emotion, humor, and cultural storytelling.
2. Why is Piyush Pandey famous?
He’s best known for creating iconic campaigns like Fevicol ka Jod, Cadbury Dairy Milk – Kuch Khaas Hai, Asian Paints – Har Ghar Kuch Kehta Hai, Vodafone Pug & ZooZoos, and Do Boond Zindagi Ke. His work reshaped how India saw advertising — making it relatable, funny, and emotional.
3. How did Piyush Pandey die?
As per reports from October 24, 2025, Piyush Pandey passed away peacefully at his Mumbai residence. The cause of death has not been officially disclosed at the time of writing.
4. How old was Piyush Pandey?
Piyush Pandey (5 September 1955 – 23 October 2025), was 70 years old on 25-10-2025.
