Piyush Pandey, father of Indian advertising, passes away; Goyal, Sitharaman & others pay tribute

Advertising legend Piyush Pandey, who gave Indian advertising its distinct character, passed away at the age of 70 on Friday, leaving behind an indelible void that few, if any, can fill.

Pandey redefined the way brands spoke to Indians. His work was deeply rooted in the soil of India — honest, human, witty, and evocative. From “Har Ek Friend Zaroori Hota Hai” to “Fevicol ka mazboot jod”, from “Chalta Rahe Mere Desh” to “Mile Sur Mera Tumhara”, Pandey’s ideas didn’t just sell products — they became part of the nation’s cultural lexicon.

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.

— Narendra Modi (@narendramodi) October 24, 2025

Beyond the ads, it was Pandey’s personality that shaped generations of creative professionals. His booming laugh, his distinctive moustache, his ability to see poetry in everyday life, and his insistence on simplicity over jargon inspired countless copywriters, art directors, and planners who passed through Ogilvy’s doors. He was a mentor who celebrated instincts, not processes; ideas, not egos.

Truly at a loss for words to express my sadness at the demise of Padma Shri Piyush Pandey.

A phenomenon in the world of advertising, his creative genius redefined storytelling, giving us unforgettable and timeless narratives.

To me, he was a friend whose brilliance shone… pic.twitter.com/t6ZDSViCrS

— Piyush Goyal (@PiyushGoyal) October 24, 2025

In a business often accused of chasing awards and applause, Piyush Pandey stood for something purer — work that moved people. “I don’t write ads, I tell stories,” he often said. Those stories, drawn from the ordinary lives of Indians, made him extraordinary.

India pays tribute
Prime Minister Narendra Modi expressed his sorrow over the passing of Piyush Pandey, highlighting his monumental contribution to advertising and communications. In a post on X, Modi said Pandey was widely admired for his creativity and added that he would fondly remember their interactions over the years. Extending condolences to Pandey’s family and admirers, the Prime Minister concluded with “Om Shanti.”

Union Minister Piyush Goyal also expressed deep grief, describing Pandey as “a phenomenon in the world of advertising.” In a post on X, Goyal said Pandey’s creative genius redefined storytelling and gave the world timeless narratives. Remembering him personally, Goyal added that Pandey was “a friend whose brilliance shone through his authenticity, warmth, and wit.” Extending condolences to his family, friends, and admirers, the minister said Pandey’s death leaves behind “a deep void that will be hard to fill.”

Sad that Piyush Pandey leaves us. He launched Kotak Mahindra Bank with a campaign in 2003, describing banking as “common sense”. Amazing out of the box thinker and a humble person. He weaved creativity with an Indian context. Will miss him. pic.twitter.com/98o4KiUiT0

— Uday Kotak (@udaykotak) October 24, 2025

Finance Minister Nirmala Sitharaman also expressed her sorrow, calling Pandey “a titan and legend of Indian advertising.” She noted that Pandey transformed communication by infusing everyday idioms, earthy humor, and genuine warmth into his work. Reflecting on her personal interactions with him, Sitharaman extended heartfelt condolences to his family, friends, and the entire creative fraternity, adding that his legacy will continue to inspire generations.

Saddened to hear of the passing of Shri Piyush Pandey.

A titan and legend of Indian advertising, he transformed communication by bringing everyday idioms, earthy humor, and genuine warmth into it.

Have had opportunities to interact with him on various occasions.

Heartfelt… pic.twitter.com/tytshG1aHK

— Nirmala Sitharaman (@nsitharaman) October 24, 2025

Kotak Mahindra Bank founder Uday Kotak paid tribute to Piyush Pandey, recalling his association with the bank’s launch campaign in 2003 that positioned banking as “common sense.” In a post on X, Kotak described Pandey as an “amazing out-of-the-box thinker and a humble person” who masterfully blended creativity with an Indian sensibility. “Will miss him,” Kotak added, mourning the loss of the advertising icon.