Remembering Piyush Pandey: The Veteran Adman who changed the Face of Indian Advertising

Piyush Pandey, one of the most celebrated figures in Indian advertising and the creative force who transformed the industry, passed away last month at the age of 70.

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His unmatched genius made brands like Fevicol, Cadbury, and Asian Paints household names, with iconic taglines such as “Fevicol Ka Mazboot Jod”, “Kuch Khaas Hai”, and “Har Ghar Kuch Kehta Hai.”

He often remarked that “brands are built with magic, not just logic,” a philosophy that became the foundation of his creative approach—focusing on emotional resonance rather than merely highlighting product features.

Pandey’s creative legacy spans a wide range of memorable campaigns—from the nationwide Polio awareness drive featuring Amitabh Bachchan with the tagline “Do Boond Zindagi Ke” and Fevikwik’s witty “Todo Nahin, Jodo” to the beloved ZooZoo ads for Vodafone and impactful campaigns for Ponds, Madhya Pradesh Tourism, and anti-smoking initiatives with the Cancer Patients Association.

In the early 2000s, when Madhya Pradesh’s tourism industry was struggling, Pandey and his team at Ogilvy were brought in to revive it. Their “Hindustan Ka Dil Dekho” campaign became a phenomenal success, helping to rebrand the state as a major tourist destination.