Brilliant creative mind: Bharat Patel on Piyush Pandey
Bharat Patel, ex-P&G India Chairman and Managing Director, recalls his long association with the ad legend and their shared love for cricket among other things
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Published: Oct 24, 2025 10:05 AM | 1 min read
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He was a very good friend. I met him first when he was an account executive at OBM working on Vicks Cough Drop account. The classic khich khich ad with the little girl winking was Piyush’s niece Ishita.
We got along well because of our love for cricket too.
Brilliant creative mind. Brought mainstream Hindi ( ठेठ हिंदी ) original ads when English was dominant ad language and Hindi was just translation. He also made ads interesting and impactful but without losing the key brand benefit. Best example was Fevicol where sticking/bonding benefit was never lost in very effective and humourous ad.
Still can’t believe Pandey Mahraj (I used to call him) is no more. RIP super genius.
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