End of an Era: Advertising Fraternity Mourns Piyush Pandey’s Demise:
Piyush Pandey, one of India’s most celebrated advertising minds and the creative force behind the iconic slogan “Ab Ki Baar, Modi Sarkar”, passed away on Friday at the age of 70. He had been suffering from an infection.
Prime Minister Narendra Modi led the tributes, expressing deep sorrow over the demise of the adman who shaped the face of Indian advertising for over four decades.
“Shri Piyush Pandey Ji was admired for his creativity. He made a monumental contribution to the world of advertising and communications. I will fondly cherish our interactions over the years. Saddened by his passing away. My thoughts are with his family and admirers. Om Shanti,” the Prime Minister wrote on X (formerly Twitter).
In a 2014 interview, Pandey had recalled his experience of crafting the BJP’s historic election campaign tagline “Ab Ki Baar, Modi Sarkar,” which went on to become one of the most recognizable political slogans in modern India.
A Creative Legacy That Defined Indian Advertising
Piyush Pandey was the Chief Creative Officer Worldwide and Executive Chairman India at Ogilvy, where he spent over four decades redefining how India saw advertising. He joined the agency in 1982 and wrote his first ad for Sunlight Detergent, before going on to create timeless campaigns for brands like Fevicol, Cadbury, Asian Paints, Vodafone, and Ponds.
His work was known for its simplicity, emotional resonance, and unmistakable Indian flavour — a combination that earned him immense respect in the industry.
Beyond advertising, Pandey’s creativity extended into films and music. He made his acting debut in Madras Café (2013) and appeared in ICICI Bank’s Magic Pencil Project videos. He co-wrote the screenplay for Bhopal Express and penned lyrics for Mile Sur Mera Tumhara, the legendary song that celebrated India’s unity in diversity.
)
Honours and Remembered Legacy
In recognition of his outstanding contribution to Indian advertising, Piyush Pandey was honoured with the Padma Shri in 2016.
Born in Jaipur, Pandey began his journey far from the glitz of corporate boardrooms, but his words and ideas went on to influence generations of advertisers and storytellers.
As tributes pour in from across the creative and business world, Pandey’s passing marks the end of an era — one that gave Indian advertising its heart, humour, and identity.
Pandey hailed from a family deeply connected to the arts. He was married to Nita Pandey and was the brother of acclaimed film director Prasoon Pandey and renowned singer-actor Ila Arun. Beyond his illustrious career in advertising, Piyush Pandey also made occasional appearances on screen, reflecting his versatile creative spirit.
