The Storyteller is no more

BLOG 24/2025 DATED 25TH OCTOBER 2025

“Piyush Pandey, the creative genius who transformed how brands communicated with the nation, died at 70”. – India Today Business Desk

Mile Sur Mera Tumhara, Ab ki baar Modi Sarkar , Piyush Pandey, is the one who has entered our lives our homes and finally our hearts through his punching advertising lines. One of the few who defined the Indian advertising canvass, breathed his last on 23^rd October 2025. Still masses are not aware about his name and legacy. People may remember his lines his adds but not his name. Piyush’s words and impact reverberated through TV and media screens into our ears and then into our hearts. His work started getting recognition in the late 80s and early 90s when TV was becoming popular and then the fame that his advertisements have seen, are unmatched. Born in 1955, Piyush was Executive Chairman (India) of Ogilvy (New York based British Advertising & Marketing firm). He was recipient of Padma Shree Award in 2016 (An Indian award for excellence in a professional field) and LIA Legend Award in 2024 (London International Award in the field of advertising, he is the only Indian to get this award).

Piyush was one who could tell the entire story in a line. Let us enjoy some of his great stories;

Mile Sur Mera Tumhara To Sur Bane Hamara – National Integration song 1988, captures the entire nation and the 6 minutes song became the lyrics of the household.

Do Boond Zindaki Ke – Polio Campaign 1994, became the face of communication with Amitabh Bachchan’s baritone voice and helped India eradicate the dreaded polio.

Fevicol ka Mazboot Jodh hae Tootega Nahi – Fevicol add in 90s. – Made Fevicol a household name. The line of Fevicol add became a cult and kept on being repeated on different occasions.

Pandey didn’t just sell glue; he sold the joy of holding on. To chairs. To cupboards. To families that bickered, quarrelled, but always came back together. – Marketing Mind 24^th October 2025

Chal Meri Luna – A low cost 2 wheeler campaign 1990s – hit the street with Luna Mopeds that became the road owners in the towns of India. Chal Meri Luna was a powerful punch who gave strength and speed to middle class.

Kuch Khaas Hae – Cadbury’s Dairy Milk Chocolate add that made Cadbury a sweet at par with Indian traditional sweets. In fact for younger ones Chocolates replaced the Mithai, an add impact. Many campaigns on Cadbury not just attracted younger generation but touched even seniors and relationships.

Har Ghar Kuch Kehta Hae – Asian Paints ad of 2002 brought not only Asian paints but the entire Paint industry close to the hearts of millions of Indians. It emphasized the emotional connection that people have with their houses.

Vodafone Pug campaign – The pug shown in Vodafone campaign not only helped Vodafone to enhance their base but made a pug dog a household domestic animal. One ad hit the two targets.

Ab Ki Baar Modi Sarkar – The campaign that spearhead the entire BJP campaign to power in 2014. The punchline became a shoot and still could not trace a competitor. 

What was so special about his ads. He touched not only minds but the hearts. He could narrate entire story that looks very close to everyone to their lives. He has left us but his work will remain in the minds and hearts of many, knowingly or unknowingly.

Pandey’s ads were, undoubtedly, mainstream. His ads were national cultural icons which everyone remembers just like popular movies or hit music. – Indian Express

Which of his campaign do you think was his greatest work? Respond in comments column.