Piyush gave Indian advertising a ‘swadeshi swagger’

His work -- including Cadbury's "Kuch Khaas Hai", "Har Khushi Mein Rang Laaye" for Asian Paints, Fevicol ads (notably the "egg" film) and the famous political slogan 'Abki Baar, Modi Sarkaar' -- became part of the country's cultural lexicon

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‘India's Adman’, Piyush Pandey, who redefined advertising in the country by making Hindi mainstream with liberal dosages of humour and broke the mould of English-dominated campaigns, died on Friday morning due to illness.

Pandey, who joined Ogilvy India in 1982 and rose to become its global creative chief, transformed Indian advertising by rooting it in local language, humour, and emotion.

His work ~ including Cadbury’s "Kuch Khaas Hai”, "Har Khushi Mein Rang Laaye" for Asian Paints, Fevicol ads (notably the "egg” film) and the famous political slogan ‘Abki Baar, Modi Sarkaar' ~ became part of the country's cultural lexicon.

Honoured with the Padma Shri in 2016 and the London International Awards’ Legend Award in 2024, Pandey was the first Asian to chair the Cannes Lions jury in 2004.

He had also represented the Rajasthan cricket team in the Ranji Trophy.