Piyush Pandey, Ad Legend And Padma Shri Awardee Behind ‘Abki Baar Modi Sarkar’ Slogan, Dies

Piyush Pandey, the creative legend who revolutionised Indian advertising with his storytelling and rooted sense of authenticity, passed away on Thursday at the age of 70. The ad veteran, whose voice and craft

left an indelible mark on the industry, will be cremated on Saturday, 25 October, at 11 am at Shivaji Park Crematorium in Mumbai.

Who Was Piyush Pandey

A towering figure in Indian advertising, Piyush Pandey spent more than four decades at Ogilvy India, the agency that came to be synonymous with his name. Joining the firm in 1982 after a diverse early career that included stints as a cricketer, tea taster, and construction worker, Pandey brought a fresh sensibility to the world of advertising.At a time when most ads spoke in polished English tones, Pandey introduced Hindi and colloquial expressions, giving the language of advertising a distinctly Indian flavour. His campaigns connected deeply with audiences because they reflected everyday Indian life and emotion.

His Famous Works and Creative Legacy

Pandey’s iconic campaigns for brands such as Cadbury’s Kuch Khaas Hai, Fevicol, Asian Paints’ Har Khushi Mein Rang Laaye, and Hutch (now Vodafone) became cultural touchstones, shaping the identity of Indian brands for generations. Each of these works carried his signature blend of warmth, wit, and relatability, a language that felt truly homegrown.One of his most recognised slogans, “Ab ki baar, Modi sarkar,” from the 2014 general elections, remains a defining example of his ability to translate emotion into a powerful message.Under his creative leadership, Ogilvy India grew into one of the most awarded agencies in the world, known for crafting work that was both locally resonant and globally recognised.His achievements were celebrated far beyond India’s borders. In 2018, Piyush and his brother, filmmaker Prasoon Pandey became the first Asians to receive the prestigious Lion of St. Mark, the Cannes Lions’ lifetime achievement honour. His sister, Illa Arun, is known for her singing in famous songs like ‘Choli ke Peeche Kya Hai’. He was also the first Asian to serve as jury president at Cannes in 2004 and was honoured with the CLIO Lifetime Achievement Award in 2012. In recognition of his immense contribution to the creative arts, he was conferred the Padma Shri, becoming the first Indian advertising professional to receive the national honour.

A Man of Emotion and Belief

At the heart of Piyush Pandey’s work was an unshakeable belief in emotional truth. “No audience is going to see your work and say, ‘How did they do it?’ They will say, ‘I love it,’” he often told young creatives, a philosophy that guided not just his brand campaigns but also his political work.Pandey stepped down as the Executive Chairman and Creative Director of Ogilvy India in 2023, taking on an advisory role after decades of leading the agency.He is survived by his family, as well as countless colleagues and admirers who considered him family through the creative bonds they shared.In one of his last interviews, Pandey reflected on where inspiration truly lies: “The best ideas come from the street, from life, from listening.” And in that belief, Piyush Pandey not only gave India unforgettable advertisements, he gave it a voice that continues to speak to its heart.