Mumbai: Piyush Pandey, widely regarded as the architect of Indian advertising, passed away on Friday at the age of 70. The Padma Shri awardee was celebrated for transforming India’s advertising landscape with campaigns that resonated deeply with everyday life and emotions.

Pandey served as the face of Ogilvy India for over four decades and was credited with some of the country’s most iconic campaigns, including Asian Paints’ “Har khushi mein rang laaye”, Cadbury’s “Kuch Khaas Hai”, Fevicol, and Hutch advertisements. He was known for bringing Hindi and colloquial Indian phrases into advertising, blending warmth, humor, and human insight.

Born in Jaipur, Pandey was introduced to advertising early in life, voicing radio jingles with his brother Prasoon Pandey. He joined Ogilvy in 1982, exploring various roles before becoming a creative force in the industry. Under his leadership, Ogilvy India became one of the most awarded agencies globally.

In 2018, Piyush and his brother Prasoon became the first Asians to receive the Lion of St. Mark at the Cannes Lions International Festival of Creativity, recognising their lifetime of creative achievement. He also contributed to political campaigns, notably helping craft the slogan “Ab ki baar, Modi sarkar.”

Pandey stepped down as Executive Chairman of Ogilvy India in 2023 to take on an advisory role, leaving behind a legacy that inspired generations of storytellers to embrace authenticity and the emotional pulse of India.

He is survived by his wife Nita Pandey, and siblings including filmmaker Prasoon Pandey and singer-actor Ila Arun.