Piyush Pandey: The art of connecting with India’s masses

allowed brands to reach out to the masses like never before.

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Pandey borrowed extensively from India's culture.

(ISTOCKPHOTO)

And if that may have played a role in boosting the reach and popularity of his work?

Be that as it may, none of this takes away from Pandey’s creative genius. There are taglines aplenty spanning his career that transcend the commercial storytelling to cultural folklore.

The “Dum laga ke haisa” (Give it all you've got) and “Todo nahin, jodo” (Don’t break, unite) slogans for Fevicol helped the adhesive brand rise to national consciousness.