He made India speak its own advertising language: Kushal Sanghvi remembers Piyush Pandey

The Indian advertising fraternity is mourning the loss of Piyush Pandey, the creative legend who redefined the language, emotion, and soul of Indian advertising. Pandey, who served as Chief Creative Officer, Worldwide and Executive Chairman, Ogilvy India, passed away leaving behind an unparalleled legacy that shaped generations of advertisers and storytellers.

For many in the industry, his passing marks the end of an era, and for Dr. Kushal Sanghvi, Advisory Board Member OAC & OAA, who knew him since his college days, the loss feels deeply personal.

“I’m literally heartbroken. I chose my career in advertising because of him. When I was studying at HR College, he used to come to teach us, and it was his passion and humility that inspired me to join the advertising industry,” he recalled.

For Sanghvi, Pandey was a man beyond the creative genius, an extraordinary human being whose warmth touched everyone around him. “He would speak as warmly to the person serving tea/coffee as he would to a CEO. No matter how successful he became, he stayed humble and accessible. I could message him late at night, and he’d still find the time to reply,” Sanghvi said.

Speaking to e4m, Sanghvi described Pandey as the man who made Indian advertising speak its own language.

“At a time when advertising was dominated by English-speaking elites, he was the first to introduce the ad industry with Hinglish — a blend of Hindi, English, and emotion that connected deeply with people.”

From the iconic Fevicol and Asian Paints campaigns to Cadbury’s “Kuch Khaas Hai”, the Polio eradication drives, and Incredible India, Pandey’s work captured the country’s evolving aspirations with humour, warmth, and unmatched simplicity.

“He was the first to truly put India on the global advertising map,” Sanghvi added. “If there’s one person who took Indian advertising global, it was Pandey. There will never be another like him.”

As the industry comes to terms with the loss, Sanghvi says Pandey’s influence will continue to guide the creative community.

“Ogilvy will continue his legacy,” he reflected, “but I’m not sure if we’ll ever see the same magic again.”