Piyush Pandey, ad legend behind ‘Ab ki baar Modi sarkar’ and Cadbury's ‘Kuch Khaas Hai’, dies at 70

Piyush Pandey, one of India's most celebrated advertising minds whose works included 2014 election slogan 'Ab ki baar, Modi sarkar', died in Mumbai on October 24 at the age of 70.

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, and Fevicol ads (notably the "egg" film) -- 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.

His sister Ila Arun, an actor, said Pandey breathed his last at 5.50 am on Friday at a private hospital in Mumbai, where he was undergoing treatment for the last few days after complaining of respiratory complications.

"He was very fond of sports and used to describe our family as a team of 11, including nine siblings and our parents. Piyush was the naughtiest among all and the wittiest," Arun told PTI.

"He made a monumental contribution to the world of advertising and communications," Prime Minister Narendra Modi wrote in a condolence message on the microblogging site X.

"I will fondly cherish our interactions over the years," the PM added.

Tributes for Pandey, who had also penned the iconic 'Mile Sur Mera Tumhara' song celebrating the rich diversity of the country, flowed in from all across.

Billionaire Gautam Adani, the second richest Indian, said Pandey was more than just an advertising legend.

"He was the voice that made India believe in its own story. He gave Indian advertising its self-confidence, its soul, its 'swadeshi' swagger," Adani wrote on his X account.

Union ministers Nirmala Sitharaman and Piyush Goyal condoled the death of the creative genius.

Calling Pandey a "titan and legend" of Indian advertising, Sitharaman said he transformed communication by "bringing everyday idioms, earthy humour and genuine warmth".

Stating that she had interacted with Pandey on various occasions, the Finance Minister said his legacy will continue to inspire generations.

Her Union Cabinet colleague Goyal said Pandey was a phenomenon in the world of advertising and his creative genius redefined storytelling.

"To me, he was a friend whose brilliance shone through his authenticity, warmth, and wit," Goyal, who handles the commerce portfolio, said.

Industrialist Anand Mahindra said Pandey has left "gigantic footprints" on the ad industry, recollecting that the adman's "hearty laughs and irrepressible zest for life" will be remembered more than the brands he built.

Uday Kotak, the richest Indian banker, recalled his association, saying the Kotak Mahindra Bank was launched in 2003 with a campaign made by Pandey, who had described banking as "common sense".

"Amazing out of the box thinker and a humble person. He weaved creativity with an Indian context," Kotak wrote on X.

The Jaipur-born Pandey was advising his agency Ogilvy for the last few years, having taken a break from an active role. Pandey and his wife used to reside in central Mumbai's Shivaji Park neighbourhood.

His last rites will be performed at the Shivaji Park crematorium at 10.30 am on Saturday, Ila Arun added.