In the vast landscape of Indian advertising, few figures shine as brightly as Piyush Pandey. Having known him for over 40 years, I’ve had the privilege of walking parallel paths in different agencies, sharing in the battles for our clients, and witnessing firsthand the magic he brought to our industry.
What stands out the most about Piyush is that he never got lost in the marketing jargon that often complicates our world. He didn’t pretend to solve complex human problems with convoluted strategies. Instead, he had an unparalleled ability to simplify them. In his book, there was no room for the mechanics of the world. He intuitively leaned on his gut feelings and drew from his remarkable observations of life and human behaviour.
Piyush understood India in a way few could. He recognized the profound richness of our culture and how deeply rooted it is in our languages and traditions. At a time when the advertising world was grappling with the transition from print to television, he seized the opportunity to create work that truly resonated with the Indian audience. While many advertisers hesitated to embrace Hindi, fearing it was a strange new language, Piyush dove right in, crafting campaigns that spoke directly to the heart of our nation.
One of his most iconic lines, “Chal mere Luna,” encapsulated his genius. He tapped into something universal: the essence of childhood memories, of playing with wooden rocking horses, and evoked nostalgia that transcended regional divides. It didn’t matter if you were a North Indian, a South Indian, or spoke Gujarati, Tamil, or Malayalam; Piyush understood that those shared memories formed a bridge connecting us all.
His work had a remarkable impact, moving away from the Anglicized, lifestyle-oriented advertising that previously dominated the scene. He reflected real life, rooted in our cultural and value systems, and made connections with millions of people. Piyush turned advertising into something relatable, bringing forth a new wave that celebrated our diversity while uniting us in shared experiences.
He not only made an impact on Indian consumers, but he also had a tremendous impact on Indian businesses. Imagine where brands like Fevicol, Vodafone, Cadbury, and Asian Paints would be without the connections he forged with consumers. These brands have become large businesses on the back of that connection. It’s big money! Look at how Piyush transformed the businesses of Bajaj — such is the power of imagination and the impact one can have, not just through storytelling but on large businesses as well.
He created similar impacts for the country with campaigns like “Mile Sur Mera Tumhara,” awareness around polio, and Incredible India, tourism advertising. All of these efforts left lasting impressions. On top of all that, let’s not forget his significant contributions to the BJP, helping them not only come back into power with “Ab Ki Baar Modi Sarkar,” but also remain in power for so many years under Modi’s government.
Now you know where the gods of creativity and business go to…
-A Tribute to Piyush Pandey by K V Sridhar Pops
