Advertising legend Usha Bhandarkar no more

Bhandarkar played a key role in shaping the voice of brands such as Surf, Liril, Lifebuoy and Rexona. She was 81

by e4m Desk
Published: Jan 7, 2026 10:01 AM | 2 min read

Usha Bhandarkar, a pioneering figure in Indian advertising and a creative force behind some of the country’s most iconic consumer brands, has passed away. She was 81.

Widely respected for her leadership, imagination, and generosity of spirit, Bhandarkar leaves behind a lasting legacy in the world of marketing and communications.

Bhandarkar played a key role in shaping the voice of brands such as Surf, Liril, Lifebuoy and Rexona during her long and distinguished career. Her work helped define modern Indian advertising, influencing not just campaigns but also the cultures of the organisations she worked with.

Bhandarkar held senior creative and leadership roles at some of the country’s most respected agencies, including Lintas, Ogilvy and HTA. Her work earned widespread recognition, and she was admired by peers and protégés alike for her rare combination of creative excellence, strategic clarity and humane leadership. Colleagues often spoke of her ability to mentor young talent with empathy while holding the highest standards of craft.

Beyond her professional achievements, Bhandarkar was known for her deep commitment to philanthropy and education. She supported initiatives that enabled young people to pursue creative careers, often quietly and without seeking recognition. Many of those she mentored credit her with shaping their professional journeys and personal values.

Remembering the iconic ad veteran, KV Sridhar, also known as 'Pops', the Global Chief Creative Officer at Nihilent, said that Usha played a key role in building brands at Unilever and mentored several brand managers during her long career. "Away from the glamour and glitter of indulgent advertising, she silently built the brands of Unilever and was a mentor to many brand managers at Unilever. She fought every creative challenge at Lintas, teaching how to create FMCG advertising with insights and weaving in the reasons to believe. I have learned a lot from her, and I pay my respects. May her soul rest in peace. Usha Bhandarkar RIP", Pops said.