Remembering Piyush Pandey: The storyteller who changed Indian advertising

Epitomising creativity and connect, Pandey’s four-decade long career transformed the way commercials were made

- SUNDEEP BHUTORIA

The passing of Piyush Pandey comes as a considerable loss to India’s cultural fabric. For over four decades, India’s “Ad Man” blended his unique understanding of signature Indian-isms with wit and warmth, shaping not just advertising, but how we view ourselves as a nation.

“He made a monumental contribution to the world of advertising and communications,” wrote Prime Minister Shri Narendra Modi, paying tribute to Pandey. Admiration for Pandey poured in from across sectors, from Gautam Adani crediting Pandey with giving Indian advertising its “swadeshi swagger” to Sachin Tendulkar hailing Pandey for his genius with “ideas and words”.

Today, I remember Piyush Pandey not just as the creative catalyst behind campaigns that became part of our collective memory, but as someone who kept simplicity at the heart of his magic. In an age of overwhelming virality, his work never screamed for attention. Instead, it cultivated affection.

Rajasthan has lost one of its finest jewels. Born into an artistic family in Jaipur, Pandey described his childhood home as a “creative factory”. It is no surprise that Pandey’s siblings include renowned folk singer Ila Arun and acclaimed filmmaker Prasoon Pandey. Their bond, built on nurturing each other’s artistic instincts, laid the foundation for some of the most path breaking creativity across media. The family is well known to me, and I fondly recall my interaction with Piyush Pandey on stage at the Arth Festival, where he spoke with warmth and pride about his love for Rajasthan.